The Year the Industry Gets Smart with Data

Many industries have switched on to the power of data, transforming their sales and marketing. But, with a few exceptions, windows and doors have been slow to catch on.

Sticky inflation and low growth have been squeezing disposable income, and it’s knocked the stuffing out of the mass market. With too much capacity chasing lower demand, competition has intensified. There’ve been big casualties. Many smaller firms have also gone.

With more ways to buy today, marketing is harder. So, data-driven marketing has come into its own. Direct marketing always made sense. But identifying potential customers and getting to speak to them - ahead of competitors - makes perfect sense. It’s the smart way to grow in good markets and bad.

AI, the new-kid-on-the-block, is always in the headlines. But, engines of innovation are only as good as the fuel that powers them: DATA.

Will this year be when fenestration businesses step out of the dark and into the data age?