Why Data Is Critical to Building Customer Loyalty with Kevin Dean
\u201cIf you don\u2019t care about having a lifelong relationship with your customers then keep doing what you\u2019re doing.\u201d But if you want to understand the customer journey and build that relationship, you have to understand the data behind it. Kevin Dean is\xa0President of Marketing Services at Experian. He joined me this week on the On Brand podcast for a discussion about how data and systems driven brand loyalty. Enjoy!\nAbout Kevin Dean\nKevin Dean is Experian\u2019s President of Marketing Services for North America, the primary data, identity linkage, and audience activation partner in the advertising industry today. Dean joined Experian in 2011 as Senior Vice President, Global Product Management. Prior to joining Experian, Dean spent ten years in leadership roles at Equifax and previously he served as Director of Marketing at Cendant and Marketing Manager at Vita-Mix Corporation. Kevin received his MBA from the University of Akron and holds a BA in History also from the University of Akron.\nEpisode Highlights\nGetting stated with brand-driven data.\xa0The focus of experiences data services for brands comes down to three key categories: \u201cIdentity, data, and distribution. They are ubiquitous across all devices.\u201d\nIs data management harder or easier today?\xa0\u201cI\u2019d say it\u2019s more challenging today. But we\u2019ve really become masters of identity resolution. It used to be all centered around postal identity. Now you have IP address, email and social identity.\u201d\nWhat is the number-one factor that leads to organizations upping their data game?\xa0\u201cIt\u2019s critical if you want to have a lifelong relationship with your customer. CMOs today are very self aware. They want to understand the consumer journey. It\u2019s a very data-driven role with data-driven conversations.\u201d\nWhat brand has made Kevin smile recently?\xa0Brace yourselves \u2014 this answer is a little shocking. Kevin shared a story about an airline that made him smile. No foolin.\u2019 Kevin had a pretty remarkable experience with United on an international flight that could give us all something to smile about.\nTo learn more,\xa0check out the\xa0Experian\xa0website.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Past and future guest Jay Baer gave me a shout on Twitter for having some fun with his new book\xa0Talk Triggers. Look for Jay and his co-author Daniel Lemin as On Brand guests in the near future.\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices