The quality of data available to digital marketers is a concern. The goal is a Single Customer View (SCV) but, as the Digital Marketing Insights Report 2014 highlights, a lack of accurate data could have major implications for analytics and personalisation.
Today's digital marketer must understand, identify and adapt to opportunities in a world which generates data on an unprecedented scale. However, with the level of sophisticated analytical technology available, they are better placed to deliver a level of individual personalisation than ever before.
Having the correct analytical tools in place, in combination with the right data, will enable them to develop a greater understanding of big data and provide a stable platform from which to create personalised customer campaigns.
Email continues to be the prevalent method of personalisation with 92% of the survey's respondents claiming to use it. Email marketing tools have been around for decades so that's no surprise, but it's more remarkable that 33% reported they undertake no website personalisation efforts.
This is not because digital marketers don’t recognise the importance of it – 51% responded that personalisation is currently either very important or critical to their digital marketing efforts – so what is the problem?
The answer: access to real-time data to drive that personalisation. The report showed that at present, half of marketers do not have access to real-time data. Encouragingly, by 2016 a huge 78% reported that they will have implemented a solution that utilises real-time data in one of three forms: website specific personalisation (21%), individual level interaction data (26%) and multichannel real-time decision technology (31%).
Brands recognise the need to behave in a truly integrated, omni-channel way. Digital marketers must understand how customers interact with their brands in real-time across multiple channels and devices. Investment in the right data and analytical tools to extract actionable insight from detailed customer data will ensure they treat “always on” customers in a coherent multi-channel way.
In practice, a call centre could offer a customer credit for a high value item they have browsed online. It also enables the company to avoid customer experience mistakes - such as offering a cheap insurance quote via email when the customer has just purchased via the website. When dealing in industries which have complex sales processes or registration processes, real-time synergy between the online and offline environments allows brand representatives to provide a customer service based on individual preferences, actions and online behaviour. This can lead to increased trust, an improved experience and/or increased sales conversions.
When asked to look forward to 2016, an impressive 80% believe that personalisation will be key to their digital marketing success. To achieve it, investment is planned in both the analytical expertise and technology.
Modern omni-channel consumers expect to have relevant and personalised interactions with a brand. The survey demonstrates that more digital marketers are preparing to do just that.
The quality of data available to digital marketers is a concern.
The goal is a Single Customer View (SCV) but, as the Digital Marketing Insights Report 2014 highlights, a lack of accurate data could have major implications for analytics and personalisation.
