A Single Customer View in a Data-Heavy World
Should the incrementality differ wildly, you must revisit and recalibrate your model until you understand where spikes in conversions are attributed to individual channels. The ultimate step is to employ your findings to budget planning, testing and plotting the success for future omnichannel projects and campaigns.
Churn and attrition analyses, which are not contextually unfit SaaS (Software as a Service) or DaaS (Desktop as a Service) applications, can begin to take shape for customer propensity forecasting. Without correct holistic data management, programmatic advertisers often have the tendency to overlook contextual data, failing to understand industry-specific customer paths, or contractual or singular business types — "flash-selling" at the wrong time. Knowing when to take a back seat is key, and all of your learnings will solidify with solid data management foundations.
Consolidating the Position of Future Touchpoints
In the realm of future technology and its role in marketing communications, companies will almost certainly need to become more flexible and constantly receptive to customers’ needs and ideas. Current integrations of apps and mobile-centric marketing can appear frustrated and broken, flagging pain-points that clotted during the deployment process. Apps now appear too insular, bloating themselves to manage customer services; customers now demand a panacea in the shape of chatbots and micro-apps.
Through more encompassing data management, real-time or near-real-time data feeds will curate content. Imagine an e-commerce website not simply personalized upon its recommended product offerings but also in its navigation style, page order and accessibility. Or in periods of non-interaction, abandoned-cart-triggered emails become more intuitive with the site structure, informing device-specific interplay.
In the nearer future, nearby field communication and maturing mobile payments technologies will continue to open revenue streams. "Smart billboards" and displays will respond to Beacon and Bluetooth-embedded firmware. Shored up with a strong back-end data lake, front-end messenger bots will be technically able to withstand all funneling of previously uncaptured social data. This aids the digitization of in-store experiences, rectifying the online/offline disconnect and assuaging customers’ privacy concerns with in-situ advertisements recognizing contextual factors.
Removing organizational barriers and negotiating legacy issues will prove no easy feat, but the benefits of a single, unified data lake for a coherent customer view will prove immeasurably useful.
Guy is Director and Co-founder at Profusion. He has 16 years’ experience in data-driven digital marketing, which has led him to work across a wide range of sectors including technology, retail, and finance. Guy is passionate about creating and using cutting-edge techniques to improve digital marketing. This led him to set up Profusion, a data science and intelligence marketing company which Guy co-founded with business partner Russell Parsons in 2011. Before founding Profusion, Guy was Managing Director of email marketing company Mailtrack.