Consumers want to be able to control the use of their personal data. However, they also agree to charge them with brands in exchange for communication or a value-added service. How can customer personalization be automated?
Challenge: dump the data
Too many companies still have their data organized in silos, where they are separated from one another, creating difficulties in getting a 360-degree view of the available data and activating it together during a marketing campaign. Thus, the goal is to move towards data standardization so that they can all be consulted and take action on demand across a single platform, independently by the marketing and communications teams.
Prerequisite: First-party data routing
So companies have come to realize the importance of their data, which is a real lever for growth. Therefore, the first reaction is to ensure the good quality of the data used (reliability, freshness, etc.). At the same time, the legislative context has been tightened with the General Data Protection Regulation (GDPR) and the announcement of the imminent end of third-party cookies. So companies are refocusing on first-party data.
The solution: Creating a digital ecosystem
To address these issues, Acquia has developed a platform that can manage dozens, even hundreds of websites at the same time: ideal for a group that owns several brands or a company located in several countries. Its customer data platform provides access to a unique offering to customers, from analyzing data to activating it to create personalized experiences, whether online, in-store, via email or postal mail. Using machine learning also enables automatic segmentation of clients for better contextual communications. Data management remains central.
Customization with CDP: Examples
Using CDP allows messages to be tailored to each customer’s profile but also according to the different stages of the procurement process or lifecycle. This also has the advantage of having access to all the data: CRM, call center, etc. Thus, brands that have had to close their stores several times in recent months have easily been able to switch to email animations to generate traffic. on their e-commerce site; Or again, brands that used to send the same promotion once or more a year to their entire customer base can better adjust the offers according to each customer profile: this avoids reducing the margin on customers who would have bought the product or service anyway, but Also not to fuel opportunistic behaviour, which some people interested in promoting may have. Finally, for other brands, it is an opportunity to offer complementary products or services in a customized manner, after purchase or reservation, in a “like” strategy.
Look for the full intervention on Marketing Day 2021 by Sam Leclerc, Senior Solution Architect at Acquia