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Turning Data Into Marketer's Best Friend

2014-19-August-Baseball-Score-Card.jpgFrom business to baseball, data is having its moment in the sun. Data provides marketers information that can be used to execute targeted campaigns that can drive revenue. The marketer now more than ever has the ability to deliver personalized experiences across digital channels, and help customers build relationships with their brand.

Marketers have to understand how to navigate all the information that’s available to them, how to manage it, and how to activate it. Many struggle with the sheer volume of data and data sources. Fragmented systems and processes limit customer communications to one-off transactional messages and make it almost impossible to tie marketing impact to revenue. With fragmented or even conflicting images of the customer, marketers struggle with making sure the right messages are being delivered at the right time to get the best result from each digital interaction.

Turning Data into Actionable Insights

By using a centralized data management platform, marketers can unify data that they have in their internal systems with third party data sources, providing richer profiles of their target audiences. This comprehensive view helps marketers target their ideal customers and engage with them more intelligently to drive revenue and create advocates for their company and brand.

The right data management technology will do three things for marketers. First, it will aggregate all information about their target audiences and customers. It will take data from social media, mobile apps, other online and offline sources and place it in one single location, developing rich and more comprehensive profiles of their targets. Next, this technology will provide analytics that give marketers a relevant and contextual view of all their possible customers, including lookalike models that can unlock new ideal targets. Finally, it helps the marketer activate targeted communications across multiple channels and devices. Marketers can reach customers where and when they want to be reached, with the tailored messages that are most appropriate.

Strong data management platforms help marketers personalize interactions at every stage of the customer journey, creating a digital dialogue across the customer lifecycle. Platforms need to accommodate different customer types, so that the digital conversations can continue regardless of how a customer chooses to interact with the brand. This helps marketers engage the right audiences across paid, owned and earned media, and enables them to analyze campaign performance and channel effectiveness. 

Delivering on the Promise of Customer Centricity

Successful marketers are both creative and analytical and are skilled in building relationships. The emergence of data-driven marketing enhances marketers’ abilities to do their jobs well, prove performance and drive exceptional customer experience. Multichannel marketing becomes simpler because of data centralization and activation, enabling marketers to focus on developing dynamic content and messages that turn casual prospects into ideal customers who actively engage with their brand, buy quickly and often, and become advocates. If they have technology organizing their audiences for them, marketers can also optimize the customer experience by personalizing interactions across all channels.

Enabling digital dialogs and experiences that drive customer relationships are at the heart of business success in today’s economy. With data management platforms, marketers have the opportunity to harness and activate data so that they can orchestrate the customer’s relationship with their company’s brand.

Title image by Roni (Flickr) via a CC BY-NC-ND 2.0 license
 

About the Author

Andrea Ward is vice president of Marketing for the Oracle Marketing Cloud where she is responsible for leading all aspects of marketing including product marketing, social business and communications, web marketing, demand generation, field marketing, marketing operations and customer advocacy.

 
 
 
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