3 Success Factors to Insights-Driven Automation
Granted, this task is complicated by the fact that much of our data is channel-specific and measures the effectiveness of campaigns against previous campaigns. We need more insights around the impact and engagement of individual customers. Silos are still present, and organizational structure can severely limit marketers' ability to learn about the customer-level engagement. One way to bring the team together is to score insights as they are applied to the business (much as we score leads). Did this move the needle? Have we improved our reach or response? Are key audiences engaged? It's not just a volume game, but an engagement game with priority, high-value customers.
With these three success factors in mind, marketers can use the technology they have in a test and learn methodology to help better understand how automated insights can grow the business. Once the key drivers are identified, we can start to also assess current technology and pare down the options for improving the integration and efficiency of your organization.
Are you automating the use of insights that help personalize the customer experience? Please share your success factors in the space below.