Ben speaks with Jordan Womack, CRM Director at Quest Diagnostics, a leading provider of diagnostic information services. They discuss the unique opportunities to engage with customers in the healthcare space, the value of collecting zero- and first-party data, and why there's no such thing as an "average customer." They also talk about the current state of consumer marketing and where companies are lacking in their tech investments, how CDPs will become one of the most useful tools for omnichannel marketers, and how AI will influence consumer marketing into the future.
Topics discussed:
- The evolution of Jordan's career, including what he learned during his time spent managing the loyalty program at Tesco, before moving to Quest Diagnostics as CRM Director.
- What Jordan means when he says there's no "average customer," and how to use data to find the connection between signals and behavior.
- The importance of collecting zero- and first-party data, and how even asking a few questions through a pop-up can help you create more targeted journeys.
- How retention and lifecycle marketing are two disciplines to learn, and the importance of creating great experiences at every touchpoint.
- The challenges to consumer marketing in healthcare, and the opportunities to target customers with relevant research and advice to help better manage their health.
- Which channels are working best for Quest, and which KPIs they're tracking in order to measure success.
- Why the evolution of CDPs is an exciting technology that, when powered by AI, will give marketers the ability to better know and target their customers.
- Where consumer marketing will be in five years, and how AI will influence that change.