As a marketer, you surely own customer data. But is it actionable? In huge, raw files, data can overwhelm you. However, when handled adeptly, data can be a marketer’s most reliable weapon for driving to the core of customers’ buying intentions—and meeting them there to make the sale. It’s the secret sauce for achieving authentic customer-centric marketing.
But it’s surprising how many organizations struggle with marketing data tools, including the people in their IT departments, who may not have the time or database management expertise to help.
Here are five ways to build a data-driven marketing culture and turn data into customer-centric results.
1. Mine your own business
Some time data will be right in front of our eyes and we will have labled them obsolete. Dig those data and try to co-relate with your user behavior. Then you will see how amazing everything falls into place where you can make your customer to have his second purchase with you.
2. Pump life into the data
This is going to be more important and toughest step. When you have sourced the data, you will have to make some sense with it. You can understand the customer behavior and then you should also analyze the month of purchase, the situation of the organization, economic climate and demographic information as well. Because any of these things might have influenced a buying decision.
3. Listen up
Data will talk to you if you’re willing to listen to it. You can access incredible insight into a customer’s frame of mind and readiness to buy.
For example, you can feed customer interactions into your database, refresh model scores, apply segmentation algorithms, and execute decision trees to deliver well-timed and relevant communication to the customer or prospect.
Alerts and triggers can be “red flags” or “green flags.” When a normally active customer goes silent for an extended period, she may be an attrition risk. That’s a red flag. So build an alert that will trigger a communication after a period of inactivity to check in with the customer, re-establish your value proposition, and solidify the relationship.
4. Measure up
What is effort if you are not able to measure it? Measure your success rate. Check with the sale before the data driven model and now. You will get to know that a pattern has set up and there is no need to blind hit the market because you know how to hit, where to hit and how to hit. You will be very sure and confident of what you are doing. That is which the success of data driven marketing.
5. Kaizen
The beauty of data-driven marketing is that it drives you directly to the customer. From there, every tweak of the creative elements or comparison of communication channels will be guided by what the customer is telling you. Understanding that cause-and-effect relationship is the first step to continual improvement because you have control over the inputs—the offer, the creative, and the audience you select.
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