With big data becoming a standard marketing practice, customers expect extreme targeting and personalization. For the past couple of years, marketers have collected more customer data than ever. The question is no longer how to collect the data, but what to do with it.
The following insights will help you make sense of customer data, and how to apply it to your business.
Make Sense of the Numbers
Companies collect lots of data in multiple systems. But the real challenge comes when trying to make sense of it all. Integrating this data is important. If you sell online, what common behaviors do customers have? Is there a way to guide site visitors to engage in these same behaviors, increasing the likelihood they will buy?
With CRMs, online databases and customer support systems, there is likely a disconnect that keeps businesses from connecting the dots. Look for a platform that allows real-time data integration from all systems, eliminating the need for a dedicated person to crunch the numbers.
Combine Email and Web Marketing
Integrated campaigns allow visitors who receive email to get different information than a casual visitor. Instead of asking a subscriber to sign up for the email list they are already on, offer them a piece of relevant content that’s not available to the general public.
Stop Looking at Clicks and Map the Entire Journey
Your customer is more than what they click on. There is a behavior pattern behind the click. If you’re truly moving towards a customer-focused view, you need to look at the whole picture. The data will tell you where customers start, but also where they visit in between.
Now that you’ve invested in collecting customer data, it’s time to create a strategy to make it work for you. This will take more than a savvy marketing department. Don’t be afraid to involve IT in creating a solution that takes into account every action a prospect takes to become a customer.