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From Insight to Impact: The Real Value of Customer Data
03 Jul 2025
Contributors: Colin Bradshaw, Paul Cresswell, Sue MacLure, Nicola Mather, Sarah Maury, Ian Ruffle, and Jo Young; members of the Customer Data Council.
In a world awash with data, few organisations are truly tapping into its full potential to build brands, reach new audiences and drive meaningful growth. The Customer Data Council’s Value of Customer Data Report lifts the lid on how forward-thinking companies are turning raw customer information into real commercial advantage, and why it is time for everyone else to catch up. Members of the Customer Data Council have shared their key takeaways from the report.
This report is designed so you can find the parts that matter most to you. Whether you care about brand building, advertising ROI, creative strategy or the latest tools, you will find sections that speak to your priorities.
Real-World Proof That It Works
The report is packed with case studies that show how brand-led businesses such as Samsung are mastering the art of customer data. They are not just collecting it; they are using it to fuel strategies that deliver measurable results and boost campaign effectiveness. Yet the findings also come with a surprising twist. Sectors once seen as pioneers in data use, such as travel and financial services, are now slipping behind.
This should be a wake-up call for any organisations resting on their laurels. While everyone will naturally show off the latest tools and new approaches, do not overlook the basics. Getting those right can deliver great value and make new innovations work harder.
The one-page case studies throughout this report are designed to stand alone. You can dip into what is relevant and share practical proof points with your teams.
Customer Data Is No Longer Just for CRM
Traditionally, customer data was the domain of CRM and loyalty teams. The report makes it clear that those days are gone, as its value stretches across the entire marketing funnel, from brand building to acquisition. Data-driven campaigns do not just boost ROI, they amplify the impact of tried-and-tested channels such as TV advertising and print. With the new DUA bill set to raise the stakes for data usage, CRM marketers now have a golden opportunity to champion customer data’s role far beyond retention and secure their seat at the strategic top table.
Customer data is not just a driver of targeting and strategy. It can power your creative too, helping you develop ideas that resonate deeply with audiences and unlock value for both retention and acquisition.
It Is Time to Measure What Matters
Measurement is critical, but not just for ticking boxes. True value comes when data leads to meaningful action. If you are only measuring what is easy, you are missing the bigger picture. The next frontier will be AI tools that unlock even more powerful insights from customer data.
Think Bigger and Smarter
Data does not exist in a vacuum. Merging your first-party data with third-party insights can transform your understanding of who your customers really are and how to find more people like them. It is about building a complete view, going beyond spreadsheets to include trends from surveys, complaints and reviews. New tools such as GenAI can help you analyse these insights more quickly and make them work harder for you.
Stories That Make Data Impossible to Ignore
Storytelling is one of the most effective ways to make customer data resonate. It is not just about having the right insight, but about how that insight is communicated. A compelling story helps turn abstract numbers into something people can relate to and care about. It gives data emotional relevance and makes it easier for teams to understand why it matters. When stories are well told, they do not just inform, they inspire action and build alignment around shared goals.
We Are All on This Journey Together
This report reassures us that the whole world is not miles ahead, and it provides clear, jargon-free explanations you can share with less data-literate colleagues. It also surfaces important challenges, such as democratising access to data and empowering teams to use it confidently.
The key is to start small, focus on quick wins and build from there. Do not let the search for perfection hold you back from making real progress.
Ready to Harness the Power?
The Value of Customer Data Report is a practical roadmap for marketers, analysts and business leaders who want to turn insight into impact. Whether you want to champion data in the boardroom, build stronger brands, or sharpen acquisition strategies, this is the proof you need.
Download The Full Report Today
Don’t miss our video, where a few of our Council members share their key takeaways from the report following its launch.
If you would like to be involved in the development of resources like this report, apply to join a Council, or get in contact with the Councils Team.
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