Beyond Data Lakes: How to Turn Big Data into Big Brand Value
From Austin Wenzel’s talk at the Brand Experience Jam Session Dec 2024
The Brand Experience Jam Session held on 5 December in Copenhagen brought together a dynamic mix of branding and marketing professionals to explore the future of data-driven brand experiences. Among the standout speakers was Austin Wenzel, Managing Director – Key Accounts at Lytics, who made the trip from New York to share his insights.
Austin’s challenges us to rethink how we approach data, focusing less on infrastructure and more on creating meaningful customer connections.
The Broken Promise of Digital
Austin opened by reflecting on the early promise of digital marketing: the seamless integration of data and creativity to deliver personalized, emotionally resonant experiences. However, despite significant advancements, many brands are still struggling to bridge the gap between their data and meaningful outcomes.
He highlighted a critical reality: brands have invested heavily in data lakes and warehouses to store and organize data, yet most still struggle to act on it effectively. “Marketing isn’t about where the data is stored,” Austin emphasized. “It’s about using that data to create meaningful customer experiences.”
The Shift to Living, Breathing Customer Profiles
To address these challenges, Austin proposed a new approach centered around living, breathing customer profiles—dynamic representations of customers that adapt in real time to behaviors and preferences.
This approach focuses on:
- Real-Time Engagement: Delivering personalized experiences as customers interact with the brand.
- Creative Integration: Using data to inform storytelling and create emotional connections.
- Actionable Insights: Prioritizing relevant data over massive datasets that are rarely utilized effectively.
Overengineering Data: Are We Solving the Wrong Problems?
A key theme in Austin’s talk was the issue of overengineering. Many organizations focus on perfecting their data infrastructure but fail to connect it to actionable insights. He pointed out:
- 90-97% of website visitors remain unknown to most brands.
- Real-time personalization remains elusive.
- Data insights often fail to inform creative storytelling.
Austin posed a thought-provoking question: Are we solving the wrong problems? Instead of focusing on technical complexities, he urged brands to prioritize actionable insights that drive customer engagement and brand value.
The Role of Creativity in Data-Driven Personalization
One of the most resonant points of Austin’s talk was the need to connect data insights with creative execution. Too often, brands limit personalization efforts to known customers (e.g., email subscribers) while ignoring anonymous visitors—a missed opportunity to engage a broader audience.
“Personalization isn’t just about better conversions,” he explained. “It’s about building emotional engagement and long-term loyalty.”
Actionable Takeaways for Marketers
Austin offered clear, actionable steps for brands looking to unlock the full potential of their data:
- Focus on Outcomes, Not Inputs:
The goal isn’t to collect all the data—it’s to use the right data to deliver better customer experiences. - Bridge Data and Creative Storytelling:
Ensure that data insights directly inform creative campaigns, making every interaction more engaging and relevant. - Embrace Real-Time Engagement:
Move from static databases to dynamic profiles that adapt to customer needs in real time. - Simplify Personalization Efforts:
Start with achievable use cases that demonstrate clear ROI, such as personalized web or video content. - Invest in Orchestration Layers:
Use tools that enable marketers to design seamless, data-informed customer journeys across touchpoints.
A Global Perspective with Local Relevance
As the Managing Director – Key Accounts at Lytics, Austin has worked with some of the world’s largest brands, bringing a wealth of global experience to the conversation. His trip to Copenhagen underscored the universal relevance of these challenges, resonating deeply with both local and international attendees.
His ability to translate complex data strategies into actionable insights sparked lively discussions, not just during his talk but throughout the event.
Austin Wenzel
About Lytics
Lytics is a customer data platform (CDP) that enables marketers to create personalized digital experiences and one-to-one marketing campaigns. By focusing on behavioral data and leveraging advanced data science and machine learning, Lytics helps businesses understand customer behavior, optimize marketing strategies, and deliver tailored content across various channels. Their platform integrates seamlessly with existing marketing tools, empowering companies to enhance customer engagement and drive growth.
Visit lytics.com
