If you’re a global media organisation with a website that has multiple service offerings, from a recipe portal to an on-demand video service, customer data is critical to ensuring the service you deliver is nothing short of exemplary.
Without insight into your customers’ browsing histories or live behavioural data, it's virtually impossible to glean a true understanding about how each of your services is performing, and how it may be improved. On paper, it might look like you have high interactions, but customer satisfaction might be very low. If not managed properly, these perceptions could then have a negative impact on your marketing activity and limit your potential for growth.
Whatever range of services you offer, they will, by design, appeal to a diverse set of customers but understanding which customers are using which services and why, can only help to provide a richer understanding of how they might behave in the future. This information is not only critical to evaluating how you might be able to improve the services they are currently interested in, but also provide you with insight on how you might be able to improve existing offerings and even launch new ones.
Uniting all this data together into one central location is incredibly difficult. Traditionally this information is kept within silos across the organisation, not one central database. This disparate approach makes it very difficult to achieve a full 360 degree view of the customer. Ideally, all this data should be housed within one environment and attached to a universal customer ID. Businesses that adopt this approach will, as a result be rather more equipped to respond to the changing needs and behaviours of their customers and identify areas where they can add value and enrich their customers experience with ideas and service offerings they have not yet considered themselves.
Essentially it all boils down to effective data management, but if an organisation is not set up to properly handle high volumes of data in the right way, it can have crippling consequences. Storing your data in the cloud is one thing, but you need to have the resources to make sure it is fully joined up and being interpreted in the right way.
We often talk about how data is useful in shaping marketing campaigns, but if you don’t invest in technology and the capabilities to transform the way you collect and store customer data, your communications will not be has enhanced as they potentially could be, especially if you have a high number of touch points through which your customers can interact with you.
There are many types of technology that are available to organisations, looking to analyse when, where, and how meaningfully consumers engage with content across their platform on different devices. This means organisations can identify the journey consumers follow to specific pieces of content, so they can improve their approach to content targeting and make meaningful recommendations.
Without the technology and analytics to capture, integrate, and analyse today’s new, huge, and dynamic volumes of user data, organisations risk missing a golden opportunity to understand all the ways and touch points by which consumers connect to their content and services. They need to identify a new way of aggregating, analysing, and acting on their data and a new way to build a more robust analytics framework, which can adapt to the evolving landscape.
By Christopher Kollat, Country Manager UK&I, Marketing Applications at Teradata.
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