After having recently returned from Gartner’s Customer 360 Summit, my commitment to putting the customer at the very heart of marketing has been renewed.
Yes, I was shocked to find alligators living in the hotel atrium – who knew alligators could coexist so peacefully in a hotel pond with turtles – but my big, and far more valuable takeaway was the importance of customer-centered relationships and using big data to make them better.
Big Data Drives a Better Customer Experience
A better customer experience is driven by data – customers are telling you what they want with every click, like, share, download, and call. Marketers have access to huge volumes and varieties of data. There are digital marketing channel data points (like web conversion rates, click-through-rates, open rates, online visits, keyword searches), transactional data (like credit card information and purchase value), and customer data (like region or city, age, gender, phone number, and phone type). With every marketing activity you have the opportunity to capture almost limitless data.
But data alone doesn’t engage with customers in meaningful ways. Figuring out what to do with it – how to integrate and pull actionable insight from it– is the key to success. Use data to:
1. Understand what marketing channels are driving and engaging customers – and which aren’t
2. Understand customer behaviors and preference with 360 degreee view of their unique path to purchase
3. Optimize marketing spend and strategies to create effective customer centric marketing and ultimately increase ROI.
So where do you start? Here are three quick steps to help you start putting your data to work:
1. Take inventory.
What metrics and data points do you need to be successful? What existing systems are you currently using and what metrics can you gain? You don’t need to reinvent the wheel (unless the wheel is severely damaged). Assess what data points you have and what insights you have into your customers currently. Then map that data to the processes and strategies that can be optimized accordingly.
2. Figure out what’s missing.
Once you know where you are, you’ll have a clear direction of where you need to go. Compile all the data points you have from marketing automation, CRM solutions, web analytics, call center data, and business intelligence solutions. Then find the holes. For example, you might have attribution for digital channels, but no idea when digital efforts lead to offline interactions such as phone calls or in-store. You need customer intelligence…where are your roadblocks? What tools can help you get the insights you need?
3. Fill the gaps – and integrate.
If your data is isolated in silos it won’t do much good. Figure out how to consolidate your data so you can apply findings and insights across marketing channels. Getting a consolidated picture depends on a comprehensive attribution model that shows how all marketing efforts and channels work together to build customer engagement and loyalty. Ad platforms like Google AdWords and Facebook are already working toward true omni-channel analytics that will help advertisers measure the online and offline interactions driven by online campaigns. In today’s ultra-connected world, customers rarely take a linear route to purchase so you have to see how it all works together.
Consumer demand for mobile and digital content is driving more touch points and interactions than ever before, which means additional opportunities for insights, and ultimately, bigger data.The opportunities for empowered customers to interact with you are infinite, so turning a blind eye to even a segment of the multichannel consumer experience is detrimental.
If you want to know how Inovca can help complete your data picture with inbound call analytics, schedule a custom demo!