Integrated Marketing Through Connected Consumers

February 26, 2015 Maitreyi (MJ) Jha

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Today’s customers are engaging with your brand through an ever-expanding number of devices and channels, giving you unprecedented customer insight.

At least, potentially.

The problem is that data silos in display, email, social, websites, mobile and physical touch points can be tricky to bring together, leaving customers with inconsistent, disconnected experiences.

The good news is that there are plenty of data integration techniques to get rid of silos and create a single view of the customer by connecting all online and offline interactions – ultimately letting you communicate on a one-to-one, relevant basis with your customers and prospects.

A Complete Framework

The greatest benefit comes from an integrated framework that leverages a mix of the following components customized to your key objectives. There are industry leading providers such as BlueConic, BlueCava, FullContact, and LiveRamp that offer these technologies with great success.

1. Cross Site Data Capture: Enable Personalization with Progressive Profiling

Simply put, for every customer visit, their behavior is captured and turned into meaningful attributes. With every click you learn a little more about the needs, interests and behavior of your visitor. It gives you the ability to deliver dynamic, personalized content without changing the site, and it leads to higher conversion rates and a better customer experience.

2. Device-to-Individual Identification: Recognize a Customer Across Devices 

cross screen data integrationMore than 70% of today’s consumers use three or more internet-enabled devices. The challenge with multiple screen usage is that user identification across screens is tough. But you can funnel data across all screens (mobile, desktops and tablets) into a consolidated view of your audience by tracking, analyzing and organizing incoming device data and then connecting screens, consumers and households.

The key here is that this technology enables websites to keep all of the customer history, even when they switch browsers or devices or delete browser history.

3. Social Network Data and Presence: Identify Unique Individuals across Social Platforms

Imagine how much you would know about your individual customers if you could capture data across all of their social accounts. Well, it is possible consolidate data from over 150+ social sites such as Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. to match and create a complete view of a given customer—in real-time. You can enrich bits of data, like email address, Twitter username, Facebook ID or phone number, to full blown individual social profiles.

4. Offline-to-Online Match: Lines Between Traditional & Digital Channels Blur!

offline to online data integrationNow that you have all of this powerful, integrated data, you can combine it with your CRM database to match individuals to both offline and online behavior. The acquired social intelligence in your CRM enables targeting, messaging decisions, design segmentation, experience and scoring strategies around consumer interests, rather than simply relying on purchase history. You could also recognize an offline customer when they visit you online with no login required. Through this you open up new opportunities for retargeting & understand attribution at every touch point.

5. Influencer and Topic of Interest: Identify Brand Advocates and Their Interests

Brand advocates are powerful, but you need to know how to find them and harness their power effectively. By gathering data not only WHO your brand advocates are but also WHAT they are interested in, you can customize a strategy for each defined by preferences, likes and interests. This will help you to nurture your brand advocates for unbiased review and word-of-mouth promotion.

6. Email Consolidation to Individual: Identify Customers with Multiple Email Addresses

Do you have multiple email addresses between personal and professional use? Maybe you even have multiple emails just for personal use? So do lots of your targets. This technology lets you identify customers across all of their email addresses and figure out which is their primary address, improving campaign response.

How to Do Data Integration Right: Bring a Few Techniques Together

Using any one of these techniques will bring your a step closer to integrated customer data, a connected customer experience, and ultimately more revenue. However, the ultimate goal should be to create an integrated framework that utilizes multiple data integration techniques—the whole is greater than the sum of its parts! If you have any questions or need help creating this integrated framework, get in touch.

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