LISTINGS
CLIENT CASE STUDIES
DIGITAL MARKETING CONFERENCE
ESSAYS
CASE STUDIES
UPFRONTS
T F M&A
HENR Y SMITH Product Marketing Director, Emailvision
Customer Intelligence for Marketers
be among the event’s speakers in 2013. In this extract from Emailvision’s recent whitepaper, he explains how customer intelligence has changed marketing.
I
customers relentlessly continues. No longer is it good enough for marketing to build brand
t’s tough being a marketer. With the ever- evolving demands and needs of today’s brands, there has never been a more challenging, or more exciting, time to be in this role. The daily
view of business performance. The biggest transition for marketers typically starts by
awareness and pull prospective customers towards the sales engine. As marketing transitions its focus from the lead funnel to the lifecycle, marketers are expected to engage the consumer in a personalised multichannel dialogue. To create that on-going relationship, target prospects need relevant communications based on their unique behaviours, experiences and interactions with the business. To do this successfully, permissions must be sought and earned. Data must be collected, accessed and utilised. To ensure campaign effectiveness, all communication strategies must be tested and the levels of response, engagement, understand what’s working - and what isn’t. What a challenge! To add to the marketer’s challenge, all of this expectation is set in the context of a noisy market gripped by ‘The Great Recession,’ with increasing numbers of competitors consumer can instantly access a host of different providers, competitors and purchase options through websites, daily offers, instant advertising, apps, reviews, social commentary and other social content. To respond to consumer expectations, organisations need
to shift from a business-centric perspective to a customer- centric one. Inside the business, marketers should act as consumer advocates and have a deep understanding of their customers. They should be able to deliver actionable insights gained from the analysis of cross-channel consumer behavior, customer campaigns and conversations inside the whole business. Armed with this knowledge, marketers will be pivotal in delivering and managing a customer-centric
embracing the idea of working more closely with customer data - a new and complex world that was traditionally restricted to internal IT teams. However, with less reliance on IT, marketers have the ability to respond much faster to changing market conditions and new consumer demands. Once business and marketing objectives have been established (for example improving retention, increasing repeat purchases etc), the data journey begins by exploring questions about collecting and mapping customer data, achieving a clear view of customers across channels, creating personalised campaigns and incorporating automation.
These questions can be driven by marketers, but there is no doubt they will need to partner with departments the best answers to the questions raised above. The modern marketer recognises that if they want to
appropriately target customers, they cannot rely on data from one channel only. For example, a customer may have shifted their shopping behaviour from browsing in-store followed by buying on the website to browsing online and buying in-store. The marketer will need access to browsing data from the ecommerce store as well as purchase data from both store and online to recognise and infer this change.
As Seth Godin said, “Data is not useful until it becomes
information, and that’s because data is hard for human beings to digest”. Data needs to be rationalised and presented to marketers in a useful format. Marketers work best in interactive visual environments; with charts, maps and Venn diagrams, rather than code and scripts. In order for marketers to understand the available information, their data tools need to support data visualisation. This will ensure that marketers can digest the data and turn this into meaningful insights.
customerintelligence.com Issue No.16 - FIGARODIGITAL 47
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