Data matters: utilize data-driven marketing to optimize your customer journey

Matt Geary in Lead management on 6th of Nov 2018

Data based marketing

In an online world, it's become more and more apparent that marketers need to deliver relevant digital experiences. But making personalized experiences happen isn't as simple as sending out a survey.

Now, more than ever, marketers need to become familiar with online behaviors across multiple channels. Each click a user makes contributes to an extremely valuable stream of data that helps marketers identify interest, intent and affinity for brands, products and services.

In practice, this stream of data is fragmented across channels and platforms — making the modern path to purchase seem like a complex code to decipher.

Does data really matter?

Yes. 90 percent of all marketers believe that understanding the digital cross-channel experience is critical to marketing success. However, less than half fully understand the full picture of their customers' journeys.

Paint a full picture of your audience

With a measured approach to analyzing data, you can cut through the confusion and discover insights that shed light on your audience.

To start, you'll need to look at each channel and data source as a piece of the puzzle. You can't just focus on your website analytics and internal CRM data. Instead, you need a holistic understanding of your customers' journey across various devices and channels.

You may not have access to data for all your customers' touch points, so it's likely that your company needs to integrate third-party data into your marketing strategy. Third-party data is data owned by another entity — you can find it by purchasing data lists, partnering with data-providers or accessing customer data through integrated APIs.

But before you acquire third-party data, ensure you understand what kind of data you need and how it will be useful. Answer questions related to your top business goals — what needs are we addressing? What makes our brand different? How do we make money? Where are our customers most active? These questions will send you towards the right direction, and towards the right data.

Once you have a reservoir of relevant data at your disposal, patterns in your customers' behavior will become more apparent.

Be inclusive with data and insights

Organizational silos are bad. There, we said it. Withholding information creates slow, ineffectual business processes. This is doubly true in the data and technology space.

While specialists like analysts and data scientists play a critical role in data-driven strategies, it's advantageous to have as many employees and teams as possible exposed to available data — especially across marketing and sales.

To make the most of your data ensure that:

  • Data is openly accessible (internally);
  • The company is aligned on industry-specific terminology;
  • Employees are trained to use data effectively; and
  • Teams are freely collaborating with each other

Get the most bang for your buck by allowing data to flow freely through the company. Each team will have a unique perspective — meaning the same set of insights can have multiple uses.

Lack of tech training is also a dealbreaker. Without adequate training, staff are left wondering what insights to derive, and what to do next. Adaptable platforms like Autopilot are powerful, with a short learning curve. Combined with features like Annotate and Collaborate, teams can hit the ground running with effective data-powered marketing strategies.

Integrate technologies and activate insights

Uncovering an important insight about your audience can feel like a eureka moment. But if you don't do anything about it, all your hard work is for nothing. Unfortunately, this can happen. In clunky marketing stacks, operational hurdles can get in the way, causing you to miss out on "activating" insights when the time is right.

Integrated marketing stacks are one and a half times more likely to be used by leading marketers when compared to the mainstream.

Autopilot functions as an analytics, advertising and marketing technology platform, effectively acting as a Martech stack by itself. The major difference is that Autopilot natively integrates with a wide range of popular data-driven platforms — each specializing in a different element of the full marketing stack.

"Full-stack" marketing allows you to turn insights directly into valuable actions. Use it to take advantage of:

  • Digital analytics that optimize the user experience;
  • Customer-level data to segment and reach individuals; and
  • Audience-level data to customize experiences

In order to capture customers when it matters most, marketers need data at their fingertips to make good marketing choices.  But they also need to collaborate with other teams and share insights across an entire organization or company. Working together, large teams can optimize touchpoints and create the best experiences possible. For more insights on data-driven marketing stacks, read our post on data-driven decision making.

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