2020 was a dizzying ride for marketers. The COVID-19 pandemic caused major disruption in how B2B and B2C customers want to engage, and brands had to adapt quickly to keep up – identify new ways to deliver services, meet demand from new audiences and connect on an emotional level with customers in an unprecedented way. For some this was harder than others, depending on their customer analytics capabilities and digital readiness. The pandemic forced all marketing activities to become more digital by default.
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In response, SAS has launched the Marketing Confidence Quotient (MCQ) to help brands identify the maturity of their marketing and analytics capabilities across five competencies: strategy, organization and structure, technology, process and measurement, and developing a game plan for reimagined marketing.
“In today’s customer-first, interconnected and digitally enabled world, the way brands engage with their customer has irrevocably changed,” said Wilson Raj, Global Director of Customer Intelligence at SAS. “The MCQ addresses the center of that change. This assessment will help marketers develop a game plan for reimagined marketing –creating real-time, personalized customer experiences that increase business profitability, streamline operations and foster lasting brand loyalty.”
Unfortunately, many brands found they don’t have the necessary digital marketing skills and capabilities to quickly adapt and reimagine their marketing strategy. From the collection and analysis of diverse customer data to the technology available to act on it, the challenge and opportunity has never been greater.
The clash between heightened customer expectations and evolving marketing requirements has pushed marketing organizations from supporting traditional channel-driven capabilities to serving the full customer journey, creating more complexity across the entire stack.