Once this data has been collected, it is essential to be able to analyze it and extract actionable information that allows us to improve our results . In fact, this data can be used both by trade marketing, in order to develop increasingly effective consumer engagement actions, and by strategic marketing, in order to better understand the characteristics of your target audience. The initial objective is first and foremost to achieve a Single View of the Customer that aggregates all the data of the individual consumer but, for this information to be truly actionable, it is essential to have a A system that dynamically aggregates and analyzes this data in real time . Given the large amount of data involved, as well as the different types of data, it is necessary to equip ourselves with modern Big Data systems that work with artificial intelligence algorithms in order to understand what the common traits of our consumers are, thus being able to precisely quantify, for example, what are the truly relevant targets of our customers and how they will evolve over time. To learn more about these questions related to the importance of Segmentation for marketing automation, we recommend you to read this article .
Use your data
Once the data has been collected and analyzed, it is essential to be able to make it taiwan cell phone number list actionable in an automated way . The actions that can be taken obviously depend on the channels that we actually have available. As an example, here are three examples of what you can do:
Personalize these consumers' browsing experience with your digital properties
Personalize and automate communications across different channels (email, SMS, social media, etc.) to engage your customers in the ideal way. Especially if you have to manage different brands and product categories, this is essential to keep the level of consumer engagement high by giving only relevant communications.
share these segments with external platforms such as Facebook, Google Ad Words and any DMP . This allows you to recognize your users and engage them correctly and thus significantly increase the ROI of your ADV campaigns.
For example, imagine being able to automatically send a consolation message on social networks to all consumers who, by participating in one of your contests, have not won anything… taking the opportunity to invite them to a loyalty program, “rewarding their bad luck” with a few free points. Actions of this type, precisely because they are unexpected, help to strengthen the bond with the brand.