The benefits of getting to grips with data surrounding our customers' behaviour are potentially endless.
At its best, data can reveal a number of killer insights. It ensures that we speak to consumers in the correct tone, at the right time, with appropriate frequency and about the right products all of which serve to maximise the likelihood of response.
However the abundance of data isn't necessarily a good thing as sometimes the sheer volume of data has become potentially overwhelming.
The trick is to know which of this data can add value to the digital experience, and to use it to refine targeting rather than increase volume. Access to more data should not give way to the temptation to e-mail everyone all the time.
But whilst pure-play digital agencies understand the strategy, execution and creativity, it is rare to find one with in-depth understanding of the data it generates and how to cherry pick the elements that matter.
Now, more than ever, the knowledge of effective data use is critical. This is where data marketing agencies come in.
Data marketing agencies have grown up learning which data is important, which is peripheral, and which is downright misleading. On top of this, data marketing agencies have the statistical knowledge to exploit the data and draw the correct conclusions from its manipulation.
Applying this knowledge and experience in the digital world allows a greater level of personalisation, both for campaign application and real-time online experiences.
Rather than being baffled by bags of data and simply putting much of it aside, digital and data specialism need to work side by side and ideally under one roof. From the digital perspective they receive greater insight to drive their strategic approach, while from the data perspective there is a whole lot more interesting data to play with.
The sum of the whole is always greater than the sum of the parts where both digital and data agencies have an equal heritage and expertise in their respective area. It's time to add these together.
Richard Greenhalgh is managing director of EHS Brann Discovery, part of the EHS Brann Group.