S3 | Ep 9 | Data Strategy; Why Customers Should be Front and Centre with Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Ca

In Episode 9 of Season 3, of Driven By Data: The Podcast, Kyle Winterbottom is joined by Ed Child, Global Head of Consumer Data & Digital Analytics at Costa Coffee, and James Miller, Product & Strategy Director at Carruthers & Jackson, where they discuss why customers should be front and centre of your data strategy, which includes; Why businesses are doubling down on data and analytics and the relationship with your customers Why data strategies have historically been dry, architectural documents  Why your customers should be at the heart of your data strategy  Why good businesses can articulate a really strong story about their customers  The importance of recognising internal and external customers  Why it’s important to be able to tell the story of data through the lens of the customer and/or consumer  Why many organisations don’t realise what they’re getting themselves into and underestimate what it’s going to take  Why the shiny objects rule the day  Why understanding the vision for a data strategy is critical  Why "customers" are a language that the business understands  Why the data product way of thinking helps to get closer to the customer  Why business buy-in is where many data strategies go wrong  How changes in customer behaviour and expectations affect the data strategy  The role of personalisation within the data strategy  Why a data strategy should be a process not a document  Why customers are now more aware of the value exchange of their data  How 1st and 3rd party data changes impact a data strategy Why organisations are now doubling down on untapped 1st party data  Why the days of having a 3-5 year strategy are gone  Why customer-centric and data-driven are one and the same