Data, responsibility and new perspectives – insights from twelve days of marketing
There are weeks when the big highlights are missing and instead you gather lots of little fireflies. A look at our Jira notes from the last twelve days shows one thing above all: for us, marketing is never just campaign work, but a constant reflection on the fundamentals.
One topic that has occupied us intensely is the handling of duplicates and erroneous customer data. We know that a clean database forms the basis of any targeted communication; duplicate entries distort analyses and undermine trust. That is why we have not only focused on the technical steps, but have asked ourselves how we can present the topic in a clear and engaging way. The aim is to raise awareness of data quality without coming across as patronising. The recently developed step-by-step methodology – from data collection and clear criteria for identifying duplicates right through to staff training – demonstrates how systematically the issue can be approached. It became clear to us that data maintenance is not a project, but a mindset.
But data quality doesn’t end with tidying up. Numerous discussions centred on expanding and enriching our datasets. In the digital age, it is no longer enough simply to collect information; it must be supplemented and contextualised to enable personalised messaging. The appeal lies in filling in the missing pieces – such as behavioural data or demographic information – whilst still taking data protection seriously. We have realised that data enrichment only makes sense if high standards of quality, transparency and consent are upheld at the same time. These considerations lead directly to the next key focus.
Responsibility in the use of technology has been a constant theme over the past two weeks. We have closely followed the debates surrounding the upcoming EU AI Regulation, and we have reflected internally on the potential implications this could have for our communications and products. For everyone involved in ‘ ’, there was no question that ethical standards are not merely defined by laws, but are an integral part of our corporate culture. Terms such as ‘Privacy by Design’ and ‘Explainable AI’ came up in workshops, although we are not yet able to publicly name specific projects. For our marketing work, this means: we speak honestly about the opportunities and limitations of the technology and emphasise that user data is only processed with clear permission. The basic idea of permission marketing – addressing only those who wish to be addressed – was reflected in several sessions and discussed in a practical context.
At the same time, we explored new ways of making complex topics accessible. A podcast concept was outlined that highlights the hidden costs of unstructured product and material data and shows how order leads to better decisions. This exploration of audio formats forces us to think about stories differently: What does data quality sound like? Which voices bring abstract content to life? Such questions open up spaces for creativity that go beyond traditional blog articles.
The exchange with other departments has been particularly valuable in recent days. Colleagues from Sales and Consulting shared customer experiences that helped us prioritise and refine our topics. At the same time, joint workshops were planned in which Marketing, Product Development and Support will bring their perspectives together. In discussions, the question kept cropping up of how we can create enough time for concentration and creative breaks, even though our calendars are full. Because we know: only those who pause and listen recognise the truly relevant questions.
Looking back, the last twelve days have been characterised by the search for balance: between order and growth, between technical progress and responsibility, between efficiency and leisure. When we talk about clean data, legally compliant communication or new formats, it is always also about attitude. We want to share this attitude – week by week, ticket by ticket – without revealing internal matters, but with an honest glimpse behind the scenes.
