5 Marketing Insights from the 2025 Customer Data Conference That Brands Can’t Ignore

At Jarrang, as an Email Marketing & CRM agency, we’re always looking for ways to sharpen our thinking, stay ahead of trends, and bring more value to our clients. That’s why we were excited to attend the DMA’s latest event: Unlocking the Value of Customer Data: Breaking Free of the CRM Silo.
The conference was a deep dive into how data, technology, and strategy are transforming the marketing landscape.
We left with plenty of ideas, and a clear sense that now, more than ever, customer data is the key to creating standout brand experiences. Here are our top takeaways.
1. Customer Data Supercharges Campaign Effectiveness
Campaigns that use customer data are significantly more effective than those that don’t. According to the DMA’s analysis of over 1,700 campaigns:
They are 38% more likely to deliver strong response effects (like sales, signups, or conversions).
They are 25% more likely to drive meaningful brand effects (such as brand interest or recommendation).
And they are 21% more likely to generate business results, including loyalty, pricing power, and profit growth.
In short: customer data doesn’t just improve performance, it gives campaigns a measurable edge across every key marketing outcome.
2. The Future Belongs to Experience-Driven Brands
One key theme was clear: the next decade belongs to brands that deliver cohesive, intelligence-led customer experiences. That means going beyond CRM silos and weaving together touchpoints like email, social, in-store, app, and support channels into one seamless journey.
At Jarrang, this aligns with our mission to help brands create meaningful, relevant connections, especially through email, which continues to be a cornerstone of omnichannel experience.
3. From Data to Intelligence: The New Imperative
"Data is easy. Intelligence is hard." That simple statement hit hard.
It’s no longer enough to collect customer data — brands must evolve their tech, teams, and culture to extract real intelligence from it. Only 29% of businesses say they’re good at turning data into insights. This means opportunity and competitive advantage for those who get it right.
The answer? Building an “intelligence stack” combining tools, skills, and strategy to activate data meaningfully across the business.
4. Measurement is Maturing (Finally!)
Measurement was a hot topic, and we’re here for it. Brands are moving beyond vanity metrics and towards business outcome-based measurement, tying marketing efforts to revenue, loyalty, lifetime value, and customer satisfaction.
Customer data-centric campaigns are 48% more likely to report revenue impact and 3x more likely to report Net Promoter Score gains. It’s the kind of proof every marketer needs in the boardroom.
5. First-Party Data is Everything
With third-party cookies on the way out, the emphasis on first-party data has never been stronger. Speakers stressed the need for clean, consented, and actionable data — not just for compliance, but for powering future-ready marketing.
At Jarrang, we’re helping brands future-proof their strategies with data enrichment, zero-party capture, and advanced email personalisation that builds loyalty and drives results.
Final Thoughts
As we reflect on the insights shared at the event, one message rings loud and clear: brands that invest in customer intelligence today will be the ones that lead tomorrow.
In a world where experiences matter more than ever, data isn’t just an asset — it’s a competitive advantage. But only when it’s activated with clarity, purpose, and a customer-first mindset.
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