Marketing
Creative Operations leaders must harness customer sentiment data to refine their processes, campaigns, user experience and big-picture approach to initiatives.
Marketing and Creative pros are well aware that the industry is rapidly changing. To stay ahead of the pace, Creative Operations teams have to adopt a posture of proactive pivoting. This means being ready to evolve with technology, having a sustained commitment to reexamining team planning and execution, and refining priorities based on data.
Using sets of concrete, applicable data is the baseline starting point for any marketing initiative Creative teams pursue. This is a non-negotiable. An area for concern we see is there are far more Creative teams who don’t have access to customer sentiment data (48%) than those who do (24%), and a surprising 28% don’t know what types of data they have access to. A positive note is that of those who do have data at their fingertips, 60% review it on a daily basis which enables them to remain up-to-date about performance and customer experience.
Creative Operations leaders must harness customer sentiment data, yet only 38% take action regularly based on the information they gather. The rest of the respondents either don’t use their data at all or don’t know what actions are taken based on the data they have.
The good news is, whether you use data on a daily basis or are just getting started with measuring performance, you have a tremendous opportunity in front of you to significantly enhance planning and provide transformative personalized customer experiences.