Mastering The Art Of Data Integration
Marketers have long recognized the value of collecting data and gleaning its insights. And while most are currently doing so, the majority still don’t have a single view of their customers.
Marketers have long recognized the value of collecting data and gleaning its insights. And while most are currently doing so, the majority still don’t have a single view of their customers.
That’s a major problem for heads of marketing, who understand that combining online and offline data leads to the ability to provide richer digital and real-life customer experiences.
“The most significant challenge has been tying all of the individual channel data together to develop a seamless conversation with customers,” said Adeline Wattellier, head of call center and warranty tools at car manufacturer Renault.
A new report, titled “The Art Of Integration,” offers guidance for doing so, as well as how to master the art of personalization. The seven-step process entails:
- Integrating data
- Creating whole customer profiles
- Seeing customers across their entire journeys
- Connecting with customers across every device
- Finding more customers with lookalike modeling
- Testing and continuous optimization of experiences
- Influencing, predicting, and enhancing the customer experience
Companies also need to break down the siloes that currently exist within their organizations for better data sharing, the report states.