"We will be able to see indicators that a customer is in the market, and we will be able to re-engage with them at appropriate moments in their journey.”
“From a cost standpoint, there would be a huge efficiency if we could generate more content in-house and then more quickly measure it, cut what’s not working, and do more of what is working.”
Transitioning a legacy enterprise data management system is not an easy process, but for Melanie Huet, executive VP and chief marketing officer at Serta Simmons Bedding, it is necessary to gain greater efficiencies and flexibility in executing marketing strategy.
Serta Simmons sells its major brands through retail outlets. Huet explains, “We don’t have the sell-through data. We don’t really see the retailer POS data that would help us understand how our products are performing compared to other products in the marketplace.” Yet she recognizes the need for developing those deeper insights, and that is a driving force behind their IT roadmap for modernizing their customer data platform. “I came out of the consumer products world where we had much better data and a full understanding of how we were doing so we could react more quickly,” she says.
Huet notes that they currently collect quite a lot of data from different sources, including data from market surveys and market research, email marketing, website data that includes what is being viewed and what devices are being used to view it, demographic and segmentation data, and social media data.