Message Relevance Begins With Data Management
Step No. 2: Focus on profiles, not lists. Once your data is living happily ever after in its new profile-based environment, you then have the flexibility to make use of it for advanced targeting, segmentation and increased relevance — regardless of channel. Forget the lists and think in segments. By setting up simple (or advanced) display rules to manage campaign content, marketers can efficiently automate the delivery of relevant messaging to individuals or segments hands free when specific conditions are met. That means you can leverage individual data points such as recent search activity, product preferences, order history, ad exposures, email click activity, etc. to inform relevant email content, display ad images, next-visit site personalization, SMS promotions and more. This cross-channel campaign relevance only works when you have accessible, profile-based data that seamlessly integrates across message delivery channels.
Step No. 3: Step away from the silo. As mentioned earlier, true relevance is possible when you release the data trapped within separate channels to inform messaging. It may also mean abandoning a single channel "siloed" solution for a more robust "messaging engine of record." According to Forrester Research, "Having too many delivery vendors compounds channel silos, obstructs a single customer view and complicates the right channeling of messaging … Better technology options mean that marketers can now use one main vendor as a 'messaging engine of record' that can manage most channels. It's better to find a platform that natively integrates delivery channels with your profile-based data environment. This helps to avoid the time-consuming upload/import/export chaos that comes from piecing together noncompatible ‘solutions.’" It's time to tear down the silos.
Step No. 4: Send smarter. All of this data properly put to use can make a significant impact on campaign ROI when you personalize the content of campaigns around the wants and needs of the individual. It truly can take e-commerce to the next level. Once you begin to make use of all that customer information within a universal profile environment, actionable analytics (e.g., cadence strategies, multivariate testing and advanced segmentation strategies) are within close reach.