Improve Cross-Channel Marketing Campaigns With a Single Customer View

by Bruce Swann

posted on 12-22-2016

Today’s marketers have greater access than ever before to data that paints complete pictures of the customers they’re targeting. A successful cross-channel campaign is propelled by a personalized, data-driven approach. Unfortunately, many organizations aren’t sure what to do with all the data streams coming their way.

Econsultancy and Adobe conducted a survey of 3,600 marketers and e-commerce professionals, and the results showed that only 20 percent of marketers have created actionable, single customer views. For many organizations, data silos are standing in the way of full digital-marketing maturity.

Resolving the Problem With Data Silos
Most organizations have vast amounts of customer data that can be used to drive marketing campaigns. However, this data typically resides in silos because different teams are managing different channels. In July and August 2016, Econsultancy and Adobe conducted another global survey of 2,065 marketers and e-commerce professionals in which only five percent of respondents said they use a single platform that manages data across multiple channels. Data silos prevent companies from developing single, or cohesive, views of each customer, limiting brands’ abilities to provide consistent, meaningful, and thoughtful customer experiences across all touchpoints. Without a clear, integrated customer profile, campaigns fall flat, response rates decline, customers opt out, and overall marketing performances decline. Not having a single customer view can be very costly, making it imperative that marketers have access to the kind of integrated customer profile that fuels highly engaging campaigns and helps brands develop meaningful customer relationships. But, to be successful, brands can’t just focus on their digital touchpoints.

Combining Online and Offline Data
A significant part of developing a single customer view is integrating online and offline data, which provides a more complete view of all customer interactions — whether online, in-store, in-app, or via email — and enables marketers to provide consistent experiences across every channel and touchpoint in the customer journey. By having an integrated customer profile that combines online and offline data, marketers can more easily provide truly meaningful customer experiences that reinforce the brand message across all channels. The results include increased engagement as well as a higher likelihood for conversion, long-term loyalty, and brand advocacy.

Moving Toward an Integrated Customer Profile
Integrated customer profiles allow marketers to not only leverage customer campaign-contact histories, demographics, touchpoint data, and behavioral data to drive personalized and contextualized experiences, but also utilize predictive- analytics strategies that enable them to both understand customer behaviors and predict what customers are most likely to do next along the customer journey.

Intentionally connecting with customers where and how it will be most relevant to their needs makes consumers feel valued and understood and, in turn, fosters brand loyalty and trust. Brands must make that happen by delivering consistent, meaningful experiences and connecting with customers wherever, whenever, and however they interact. An integrated customer profile can pull from a range of connected devices and touchpoints — from iPads, smartphones, laptops, and desktops to kiosks, event and conference data, direct-mail, and voice and customer-relationship management (CRM) data — to create a consistent customer experience.

Realizing the Effort’s Worth It
With a fully integrated, single customer view, brands can expect some exciting benefits, including:

Benefitting From a Single Customer View
Aaron LeValley — director of CRM for National Hockey League team, LA Kings — quickly understood the need for a more integrated customer profile when he joined the team in 2009. Although the LA Kings had a passionate fan base, the team was constantly competing with other professional sports in Los Angeles such as baseball and basketball. LeValley began to brainstorm ways in which the team could not only generate new sales, but also increase customer retention and brand loyalty. The team’s ability to personalize its products — multigame packs, season tickets, and merchandise, for instance — was limited by its inability to integrate multiple data streams and develop a single customer view of their fans. Using Adobe Campaign, the LA Kings not only created a more integrated customer profile — culminating in increased revenue, customer retention, and brand loyalty — but also a 10-percent boost in online season-ticket renewals. Fans of the LA Kings feel as if their team cares and is connecting with them intentionally.

In the End
As the LA Kings demonstrate, the benefits of having an integrated customer profile are much too important to ignore. Brands that want to create engaging and personalized experiences for their customers, foster brand loyalty, and remain competitive must take the necessary steps toward creating a single customer view.

Topics: Campaign Management

Products: Experience Cloud