# Customer experience and data · Tech & Marketing Trends 2018 > Data and experiences that transform strategies URL: https://www.zorraquino.com/en/trends/marketing-digital-2018/customer-experience-and-data ![Customer experience and data: Data and experiences that transform strategies](https://cdn.sanity.io/images/0w1142l8/production/c0155b8751467554ce0a5abad22d80e5c7fd2b0e-1600x1558.webp/customer-experience-and-data-data-and-experiences-that-transform-strategies.webp?w=1600&fit=max&auto=format&q=85) Trend 13 # Customer experience and data 1. [Tech & Marketing Trends 2018Home](https://www.zorraquino.com/en/trends/marketing-digital-2018) 2. [Trend 01Mobile +](https://www.zorraquino.com/en/trends/marketing-digital-2018/mobile-plus) 3. [Trend 02Integrated communication](https://www.zorraquino.com/en/trends/marketing-digital-2018/integrated-communication) 4. [Trend 03The new chatbots](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-new-chatbots) 5. [Trend 04Objectification](https://www.zorraquino.com/en/trends/marketing-digital-2018/thingification) 6. [Trend 05Automated content](https://www.zorraquino.com/en/trends/marketing-digital-2018/automated-content) 7. [Trend 06Self-service marketing](https://www.zorraquino.com/en/trends/marketing-digital-2018/self-service-marketing) 8. [Trend 07Live video](https://www.zorraquino.com/en/trends/marketing-digital-2018/live-video) 9. [Trend 08Semantic search](https://www.zorraquino.com/en/trends/marketing-digital-2018/semantic-search) 10. [Trend 09The brand as a medium](https://www.zorraquino.com/en/trends/marketing-digital-2018/the-brand-as-a-medium) 11. [Trend 10I-commerce](https://www.zorraquino.com/en/trends/marketing-digital-2018/i-commerce) 12. [Trend 11Image recognition](https://www.zorraquino.com/en/trends/marketing-digital-2018/image-recognition) 13. [Trend 12Micro-moments](https://www.zorraquino.com/en/trends/marketing-digital-2018/micro-moments) 14. [Trend 13Customer experience and data](https://www.zorraquino.com/en/trends/marketing-digital-2018/customer-experience-and-data) Customer experience and data Data and experiences that transform strategies ## Data and experience at the centre In a world saturated with messages, where campaigns barely surprise, adverts are hardly seen and consumers distrust advertising, customer experience is becoming central for brands. This, in turn, makes data a necessity: brands need both to know how to handle information and to discover ways of obtaining it, and to integrate those tasks into their usual marketing activities. This trend cuts across all those seen above and focuses on getting to know consumers better through data. In this way, we will use information to serve them in a more personalised way and to apply innovation and creativity in every communication process with the customer. Thanks to data, we will reach customers better in the sales process, thereby improving positioning, our strategy, the customer experience and, most importantly, business volume. ## Cases 01 / 05 Zorraquino spotlights 1. 01 We must not forget that the great contribution of today's discourse on data management is that it is aimed, above all, at easy tasks. 2. 02 With data, the small is qualified and quantified: it is done better and reaches greater volume. Tasks such as qualifying leads, predicting purchases, anticipating responses, etc. 3. 03 Data management that points above all towards two things: improving the consumer experience and inspiring strategic development (enriched by the abundance of information). ## More on the trend ### References - [10 Tendencias de Marketing Digital para 2018](http://www.kanlli.com/estrategia-marketing-digital/tendencias-de-marketing-digital-2018/) - [Big Data for Marketing: Best Practices that are Shaping 2017](http://bigdata-madesimple.com/big-data-marketing-best-practices-shaping-2017/) - [What is Predicting Advertising](https://martechtoday.com/martech-landscape-predictive-advertising-202668) - [Inteligencia Artificial, Qué es, Conceptos y Aplicaciones](http://www.kanlli.com/estrategia-marketing-digital/inteligencia-artificial-que-es-conceptos/) Pages 182–208 of the report [![UX Trends 2017](https://cdn.sanity.io/images/0w1142l8/production/5197fd581edc5d4cfa50214746bfa0142499ecc7-920x572.jpg/ux-trends-2017.jpg?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/informe-ux-trends-2017) Next report [UX Trends 2017](https://www.zorraquino.com/en/trends/informe-ux-trends-2017)