Five ways to do more with data
Identify your most valuable customers – those who refer friends – and treat them better than any others.
Provide memorable, seamless experiences across your channels, whether they're buying in-store, scrolling through social media, or telling friends about your brand.
Accenture
Capturing data at every stage – and using it to enhance the customer journey – is crucial to long-term success. Understand what each segment wants, when, and feed these insights across your marketing activity to provide personalised experiences that optimise performance.
Combine your channels and data into one platform that provides a single customer view, wherever they're shopping, so you can react accordingly (and quickly).
An effective customer data platform will take your data, segment it, automate campaigns and measure results – so you can focus on executing creative, data-driven campaigns with confidence.
Even the most sophisticated businesses had to master the basics of their data strategies first. Start with testing one thing at a time across just a few marketing channels, focus on what's working and build from there.
The same goes for data sources: start with one, such as Google Analytics, then pull in more as you become more sophisticated.
iOS 14 and ongoing tracking changes have made it essential to develop new ways to reach target consumers.
Rather than rely on strategies that worked before, be creative with how you use your data and segment your customers.
By tapping into niche audiences – such as customers who have referred – you can reach completely new audiences who go on to become loyal customers to your brand.
Rather than drown in the numbers, invest in the right platforms and people to turn your data into valuable insights – so you can take off your data scientist hat and focus on being the creative marketer you were employed to be.
To be successful now, you have to be data-led. You have to have a proposition for consumers that captures data at every single stage of your relationship with them.
