360-Degree View

Remove the Data Silos – Drive the Strategy

In your tenure at a company, how many different software platforms have you been on? For some companies, that’s just 1. But not for most. Most companies transition software platforms as new and better technology comes along.

Data migrations from one platform to another can leave you with incomplete and unmatched data. Typically, part of the data is left in the legacy system never to be used again. But why? What determines what has value and not?

Software transitions are just one of the ways you can end up with silos of data. Today, data can be collected from an assortment of sources. Just think about your web presence for a minute; social media, e-commerce platforms, google analytics, paid search, and more.

What you end up with is silos of data and frankly a big mess. How can you market with intentionality if you don’t have a clear picture of your data? And data should drive strategy. Gone are the days of “spray and pray”. Marketing departments now need to be careful to send the right message to the right customer through the right channel.

So how do you do that? Step one is to get rid of the silos. Unification of data across all platforms is a must. Hygiene and standardization routines are required before any unification. The more sophisticated the hygiene logic, the better the standardization and thus the better the unification.

Once you eliminate the silos, you can use that data to drive your strategy and grow your business.

360-Degree View of a Customer

If you are like most companies, you have switched software vendors multiple times. And you probably still have multiple different software systems that you still use. Your data is siloed. This challenge is super common.

Data Hygiene and Identity Resolution is the beginning of the fix to this problem. Data must be cleaned in order to bring it together and create unique persistent pins. But that’s not the end result of this process.

Once you have clean and merged data you are left with a 360-degree of a customer, a holistic view of spend measures, buying habits, and consumer traits.

But why is this important? By analyzing the past and present interactions of a customer, you can use predictive analytics to shape the future. Will the consumer respond to cross-sell opportunities or upsells? A 360-degree view of your customer will help you figure that out.

A 360 view can also aid in the creation of customer personas. Knowing what your customer looks like will help you build an effective marketing strategy and campaigns. You can target your client base with a much more personalized feel.

With a more personalized customer experience, you can build loyalty. And brand loyalty will drastically increase the lifetime value of a customer.

Don’t guess at what your customers look like. Know for sure with a level of depth and insight that will keep them coming back.