Before the digital age, marketers were limited in what data they could use to engage prospects and customers. They had to rely on transactional data – for example, purchase history and life events – to create a compelling dialogue with customers.
Today’s marketers have an array of digital capabilities at their fingertips that their predecessors could only dream of. Now, marketers can get detailed insights from customer interactions, such as browsing behaviour, display ad response and app usage to inform a deeper customer relationship.
Best practice data-driven marketing is dependent on developing a detailed picture of customers and prospects, coupled with excellent analysis and insight. This requires a combination of the collection and connection of large amounts of online ‘dynamic’ data with traditional offline ‘static’ data and rapidly analysing and gaining cross-channel insights about customers. This insight is then used to create highly-personalised marketing campaigns that are tailored to the customer at their point of need. In other words, it’s the movement from transactions to interactions.
While many marketers understand this on a fundamental level, there are many who aren’t yet adopting these tactics as part of their marketing strategies.
Here’s three ways you can power your data-driven marketing:
1. Take steps to capture digital behaviours
While basic website tracking tools give you a starting point for web analytics, today’s leading marketers are turning to more sophisticated web-tracking technology to derive additional insight from their customers’ detailed digital interactions – across all devices. This previously hidden insight can provide you with a wealth of knowledge into their behaviour, lifestyle and future product needs.
2. Connect these behaviours to one individual
You need to know that the person who first visited your website last year is the same individual who downloaded your mobile app two weeks ago, or who purchased something in store the previous week. People have many choices for how they interact with your brand. They might research your products on an app before switching to a browser to complete the purchase. Or they might make multiple enquiries across several devices before calling your contact centre to complete the transaction. What’s important, is being able to link together these events, which will ultimately improve your understanding of sales attribution and target customers with relevant, aligned, offers across all their devices.
3. Engage with your customers at the right place and time
To deliver content at the right place and time, you have to understand each person’s context and their constantly evolving interests and needs at any given time. With access to more granular data and advanced web-tracking tools you will have greater insight on when and where to show adverts or specific content. While many tools enable a basic ability to re-target a consumer based on the last few items viewed or the last purchase, with a deeper level of customer insight and the right delivery mechanism, you can deliver truly personalised content and offers aligned with the rest of your CRM activity.
By making these principles the foundation of your marketing program and choosing the right web tracking approach, you’ll be well-positioned to turn today’s marketing challenges into opportunities, delivering a consistently good customer experience across channels.
We know that marketers are most effective when they are able to put all of their data to work for them. Jaywing is uniquely positioned to deliver the most robust data-driven marketing solution via our Almanac Platform, and broad Marketing Consulting offering. For more information about how data-driven marketing can help you strengthen customer loyalty and boost your bottom line, contact us today or download our brochure.