Step 1: Ditch the silos and consolidate your customer data
You can start small, by connecting your web and app analytics and your customer relationship management technology. Then think about all the other ways people engage with your business — email campaigns, billing systems, loyalty programs. Next, look into relevant external data, such as the strong audience signals you can get from search intent or videos viewed.
Gather all this data into one place — like Google Cloud — and you’re in a powerful position to find rich and valuable insights about your customers.
Step 2: Measure and analyze across the full customer journey
Once data is structured around the customer, the next step is to measure and analyze across the full journey. That’s the beauty of having a data strategy — you can accurately measure marketing’s impact on the business, not just your campaigns. And it gives all teams the same business-critical metrics to work toward.
When it comes to choosing an analytics solution for your business, there are two things to keep in mind. First, you need a tool that allows you to analyze various customer journeys, channels, content, and campaigns.
Second, you need attribution modeling to see how media works together, and which channels have the most impact. With a means of attributing success to specific marketing touchpoints, your marketing will be more effective. Plus, you’ll be able to see which audiences are most valuable, and which creative works best with them.
Step 3: Create dynamic customer experiences
Finally, look to connect insights to your platforms so you can create and deliver dynamic consumer experiences. Using customer insights, you can build rich audience segments. Working with new technologies like machine learning provides the opportunity to create personalized experiences for these segments.
This media strategy allows you to use intelligence at every step of the customer journey. With this kind of advanced process, you can reach customers across new placements and media touchpoints.
T aking steps toward data unification will help you apply customer insights across your business. Having a unified view of your customer will allow you to reach them with useful experiences, and ultimately be the champion for true long-term business growth.