The Capability vs Ability Gap
Ensuring marketing technology gives more than just a theoretical capability to do great things.
We see lots of platforms giving a marketing team ‘capability’ to do interesting things such as seeing who purchased, with brown hair, on a Tuesday, around lunch time.
No doubt, this level of detail and capability is interesting, but how can a marketer actually identify where value lies . . . and then do something about it?
Marketing teams are stretched and generally, don’t have an unlimited capacity (or skill) to spend time crunching numbers or playing with a new technology toy.
Let’s do things differently and move to giving marketers the ‘ability’ to act and utilise the investment made in marketing technology to generate a real investment return.
The LoyPal platform uses data science and advanced analytics to present opportunity to a marketer rather than a collection of facts about a customer.
Let’s move to a focus on capturing opportunity rather than spending time fishing around trying to find elusive pockets of opportunity related to data points that we might not even know are relevant.