Moving marketing towards a data-driven future

By Natasha Joslin

There was a time – not so long ago- when advertisers and marketers dictated the terms of the brand-consumer relationship.

But in today’s connected world, the consumer is more in control, there is more choice than ever, and expectation is high.  Consumers know the value of their data and they expect it to be used to deliver the best customer experience.

So why are brands still struggling to get it right?


I bought a sofa 3 months ago from Made.com, I love the brand and I love the sofa. However, since the purchase I’ve been retargeted with sofas that I could have bought- and at a cheaper price than I paid. It made me wonder what was wrong with the sofa I’d originally bought. Surely it can’t be very good if they are suggesting I buy another one?

Not a Remarkable customer experience.

As a marketeer – I know that they are purely retargeting me because I visited their website and they haven’t got a customer suppression flag on their data. I also know, that on paper the campaign probably looks effective. The world of digital advertising is still very much a volume game and even a shift +0.001% response rate will make that channel cost-effective.

But are they considering the 99.x% of impressions that this was probably totally irrelevant for?

In a highly competitive retail world, campaigns just need to drive sales – however by considering more 1 to 1 principles and incorporating audience insight would lead to matching the right message based on the who the customer is.

 

Developing Remarkable 1 to 1 conversations

Great customer experience is all about intelligent interactions. Customers don’t see individual channels, they see a single brand. But until you’ve placed data, insights and technology at the heart of your organisation you will struggle to deliver a truly Remarkable experience for your customers.

 

  • Develop a single customer journey strategy:

Understand the customer experience throughout the journey, identify pain points or poor performance to focus effort. There is just no point in filling the top of the funnel when conversion through the website is under-performing.

Focus on the key moments within the journey and understand all the potential touch points to improve the experience, it could be a simple as showing the content recently viewed on the website within follow-up emails.

 

  • Organisational structure

This often requires a transformational change, moving from siloed product and channel marketing to putting the customer at the heart of the journey driven by data and insight.

This can be a big shift for organisations, which will require a dedicated team with stakeholder engagement at the board level.  The focus should be on creating a business case based on the key moment, developing a proof of concept and measuring impact.

 

  • Data and Technology roadmap

Data and tech capabilities are cited as the main barrier to delivering remarkable 1 to 1 conversations with a broken relationship between Marketing and IT.

Marketing teams can often be in the dark as to what their current capabilities are, how they can make the most of them and what’s in the future roadmap.

 

We are working with many clients to map out the customer journey to identify gaps and determine what technology and data is required to fill those gaps. If there are technology blockers we are working with the Kitewheel orchestration platform to link data sources via API’s and channels, providing a centralised campaign tool to join up journeys. Typically, we get a proof of concept up and running in 6 weeks and see the results instantly, providing the ability to test and optimise around the key moments identified in the customer journey.

 

If you have any questions about making the most of data and analytics, then I’d love to chat more.

-Natasha Joslin, Data Strategy Director