Why the future of customer experience depends on online data

Unlocking the power of individual online customer data can help brands to arm themselves with granular insight, to deliver the experience that consumers crave and which has been lost in the 21st century.

This data enables you to start to connect customer intelligence derived from social media, online media and mobile marketing with your offline CRM and purchasing data to create a comprehensive single customer view. This shift transforms your understanding of each individual customer and prospect’s behaviours and needs, helping you to provide smoother and much more personalised experiences, while also benefiting from more effective and cost-efficient campaigns that bolster ROI.

This granular insight takes the guess work out of marketing. Here are a few examples of how individual online data can benefit the path to purchase:

How online customer data can help pre-purchase

Behavioural data is vital to ensuring you create the right messages at the right time, such as sending an offer for a product that an individual is likely to need at that moment in time. With screen real estate at a premium, you need to be showing the consumer what they are interested in nearly every time, or they will lose interest and it will cost you.

Looking at data on an individual level can even inform pay-per-click and retargeting campaigns to ensure messaging is relevant, which is key for engagement and cost-efficient campaigns. For instance, if you worked for a car dealership, you may want to focus your campaigns on those willing and able to purchase a car.

When the prospect enquires about a vehicle, they may use a finance calculator. This provides you with a rough estimate as to whether they are likely to qualify for finance. If it looks likely, you can then use tools like Google Customer Match and Facebook Custom Segments to focus spend on selected and specific keywords or ad slots for that individual to encourage a purchase.

This is much more ethical and effective than selecting all keywords that could be relevant and avoids targeting someone who cannot afford to purchase the car.

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