Big data isn’t just a trend. It’s one of the core elements of a digitally intelligent company and brand. Today it is the most powerful tool to reach customers and to create meaningful experiences at the right occasion, at the right time, at the right place. Here and now.
Being digitally intelligent isn’t just about collecting data; it’s about using it intelligently. Unfortunately 80% of data is never actually used to make improvements or changes to delight customers. Data helps with smart targeting and personalization. Best being implemented with marketing automation. Throughout my career I have tested and got demos of 5 different marketing automation tools. One clearly performed best-in-class when it came to usability, features and accuracy. Which one - get in touch with me and I'll tell you ;-). But before you can implement marketing automation, you need a clear data-driven understanding of your customers and their journey (the hypothesis). Helping marketing teams use data intelligently can map customer journeys more clearly. This is what I have done for several companies in the recent years. Yes, it can explain why some customers are responding to ad campaigns, abandoning shopping carts, or leaving a website as soon as they find it. But it can also show why a customer keeps coming back – or not. It can define what they like best about a product – and how they wish it would change. Keep in mind the journey doesn’t end with a purchase, it’s just beginning. It can gauge how loyal they will be (think CLV and cohorts) to a brand throughout that growth process. Being digitally intelligent means embracing these new phases of the customer journey as an opportunity for growth. Here a couple of considerations: 1. Data management Predictions are only as good as the underlying data sources. If data is outdated or unmanageable, it isn’t useable. 2. Analytics Analytics, including predictive analytics, is the ultimate goal of collecting data. Data must be embedded in a way that teams can use it daily, if not, according to my experience, often hourly. 3. Machine learning Machines can process millions of interactions per minute, humans only hundreds. 4. Marketing automation Channels, words and images in real-time to reach the audience at the right time, the right place, the right occasion. Personalized to the individual need state. Inspired by Forbes, SAS
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