Companies have been slow to realize the value of their CRM data for marketing insight. Shell's global leadership in London has recently moved to the front line with its appointment of an experienced brand manager to head the CRM practice. Sherine Yap moved from the Global Marketing Promotions Manager for Shell Retail to the Global Head of CRM - Retail.
Marketing Week: How Shell has bridged the gap between brand marketing and data, 2017-May-24 by Charlotte Rogers
Yap explained how the actionable data insights generated by her team are driving conversations around marketing spend and strategy. The data, for example, shows that a customer that engages with Shell’s loyalty programme is worth 10 times more to the company than a non-loyalty customer.
For all the marketing strategies that we have around attracting new customers, actually if you want to spend your money wisely we need to be driving more satisfaction and more value out of existing customers by deepening engagements. It’s not an opinion, I’ve got the data to back me up,” she said.