Discover how to effectively utilize customer data to support your marketing strategy and meet business goals.
Customer data encompasses all personal, transactional, and behavioral information collected by brands. Leveraging customer data effectively allows marketers to deliver personalized omnichannel customer experiences.
PII refers to any data that can be used to identify a particular individual.
● First and last name
● Date of birth, age
● Home and email address
● Phone number
● Credit card number
Non-numerical data that characterizes customer opinions, thoughts, or feelings.
Data represented in numerical values that reflects customer behavior.
● Transaction history
● Email behavior
● Web visits
● Mobile downloads
|Customer Relationship Management (CRM)||
These systems contain mostly PII, such as first and last name, email and mailing address, phone number, and more
POS systems store quantitative customer data like purchase and return history
These databases possess qualitative information regarding customer issue resolution, feedback, and post call survey results
Tracks qualitative and quantitative customer data, like anonymous and known visits, preferences, purchased and abandoned products, and purchase intent
Encompasses quantitative data such as mobile downloads, engagement with SMS and push notifications, saved items, purchased products
Within those sources, the formats of customer data vary and can include:
Customer data is the foundation of personalized omnichannel customer journeys delivered in real time.
Effectively using your data improves your ability to:
Aggregating data into a single customer view, or Golden Record, allows you to know all that is knowable about individual customers. This persistent customer profile helps you recognize any given customer’s behavioral context and cadence, two crucial factors in optimizing interactions across the lifecycle.
Leveraging this insight enables you to deploy hyper-personalized campaigns across your omnichannel environment, which increases acquisition, repeat engagement, and customer lifetime value.
Marketers report that the biggest obstacles hindering their ability to execute personalized customer experiences comes down to data.
Customer data is locked within engagement systems and databases that don’t connect with one another and limit your ability to understand individual customers
Old or incorrect customer data impacts your ability to identify customers across channels and determine next-best actions, resulting in irrelevant offers that create friction throughout customer journeys
Waiting for customer data to load into databases or engagement systems prevents you from interacting with customers in real time
A customer data platform (CDP) enhances the critical capabilities necessary to deliver hyper-personalized omnichannel customer experiences.
CDPs solve common customer data challenges marketers encounter:
Explore what a CDP is, what is isn't, and why it matters to marketers.
|Single Customer View||
A single customer view is your single point of control over all your customer data, enabling you to know all that is knowable about individual customers and optimizing your ability to deliver highly relevant messages and offers.
Personalization is the use of individual customer data points that allow you to target individuals with highly relevant, intent-based content and offers. Personalizing customer journeys increases key metrics like customer lifetime value and revenue.
Omnichannel encompasses every ‘last mile’ to your consumer. Ensuring your customer has a consistent experience across all touchpoints drives engagement, visit or purchase frequencies, and retention.
The ability to keep pace with your customer is often referred to as real-time customer engagement. Supported by real-time analytics and decisioning, marketers can orchestrate personalized interactions at the speed of every customer.
Respecting privacy is paramount to customer engagement. Find out how a CDP supports privacy and compliance regulations.
Book a meeting and we’ll talk through your marketing goals and how you can optimize how you leverage customer data to support your customer experience strategy.Book a Meeting