Tom Blacksell
Tom Blacksell 20 February 2017

Completing the customer view with data and digital

The digital revolution is something we hear a lot about, but how much we know about it is another matter. One thing is certain, data has a vital role in progressing digital excellence, with new sources developing on a daily basis.

The move to a digital environment has triggered some key trends and themes. 

Digitalisation and data

Data and digital exist alongside one another. We’ve already seen improvements in customer experience thanks to the two of them, with digitalisation becoming a game changer for our industry.  The modern consumer has high expectations, and they’ll settle for nothing less than experiences which are relevant to them as an individual. If they’re making a return visit to your website, for example, they expect you to know. It’s a demand smart retailers respond to and should continue to develop.

But it’s still early days. Data has huge potential when it comes to enhancing customer experience. To maximise opportunities, it’s crucial marketers and advertisers combine data from multiple sources and use it as one entity to serve their audience with relevant content based on intent, location and interests. This of course needs to be done with the necessary management of consumer consents and permissions, frequently in real-time.

Artificial Intelligence and the Internet of Things

As the Internet of Things grows in popularity and influence, so too will brands’ ability to collect real-time data on how, when, and where consumers use their products.

Marketers need more than a series of objects connected across a network to glean insights. That’s the starting point, and needs to be followed by predictive analytics. Applying machine learning to information travelling across the network means data can be translated into an outcome that will eventually make the network self-sufficient. Now, we can start thinking about opportunities to use Artificial Intelligence (AI), as the network makes its move to become self-aware and self-regulating.

As products create data in an Internet of Things ecosystem, brands will be able to understand how a product or service is actually being used. This will enable them to deliver an improved service, using the product as an interface for data-driven support. Faults will be detected and potentially even rectified before the customer notices them, and product upgrades will be made automatically.

The full picture

The greatest benefit of collating and analysing data to marketers is achieving a clearer understanding of their audience. Painting a 360 degree picture is crucial to boosting the customer experience, but with the proliferation of digital channels it’s no mean feat. Consented first party data has been the primary contributor to achieving this, but second and third party data shouldn’t be ignored.

To achieve a detailed view of consumers, multiple data sources are required. The more quality data there is, the richer the insight. Modern marketing and advertising survives on insights. By taking an in-depth look into information, brands have the best chance to target their audiences in the most effective way possible – a goal which aligns with the aim of the entire marketing function.

Download your free copy of the new white paper – A Data Powered Future

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more