We’ve established the importance of using a Data Management Platform (DMP) for your brand – What is a DMP? How do you implement it? But how do you ensure that the data you’re collecting is being used to provide your customer with the most effective and positive buyer journey?
Data management is at the root of improving your brand’s customer loyalty and engagement. For a brand to be successful in Digital Marketing it’s essential to move away from siloed data disciplines. So, let’s walk through the below points to further discover how you can use data management to stand out from your competitors and deliver a better customer experience.
1. Multichannel Marketing
For most digital marketing professionals, the ability to deliver the right personalized content cross-device and cross-channel is the most favored segment of the process. Mapp’s Customer Engagement Platform allows you to build value-add to customer engagements across all your digital channels via a single User Interface.
By implementing this strategy to nurture customer relationships, brands will be able to utilize an automated multichannel and multi-step marketing strategy to re-engage users throughout their journey.
For example, a customer can be targeted based on their purchase history with a paid advertisement for a coupon on their social media handles. Once the customer clicks on the targeted coupon advertisement, they can be taken to the brands website where they browse for products or services, and redeem the coupon to be used in-store or online.
The entire life cycle of this online and offline data is centralized, applied and delivered to your customer based on their specific browsing and purchasing habits. Mapp’s DMP allows for your brand to have a single view for online and offline customer transactions. Through this data management, brands will be able to access analytical scores, web behavior data, campaign response data and customer profile data to further enhance the customer experience across all channels.
2. Data Segmentation
So, you’re sitting on a mound of significant data, but how will you integrate that data into your specific customer’s journey to ensure proper targeting and retention? Each brand and each buyer journey should be handled as uniquely as the customer who sits behind it. Through the Data Management Platform, you can analyze and implement the multiple data sources you collected to properly and successfully segment based on browsing behavior.
One of the many positive things about data segmentation, is that you can use this exact same browsing behavior data to engage customers across your other channels.
This will help to not only cultivate a relationship with the customer throughout the entire lifecycle, but further target and personalize based on previous purchase history and browser trends.
3. Targeted and Personalized Marketing
One of the most important factors of the customer journey is providing a personalized experience. The customer needs to know that you’re taking the time to build a relationship with them, opposed to siloed communications. This goes beyond the standard profile data – birthday, gender, name. What are their interests and needs? What does their purchase history show for a trend forecast? A properly implemented DMP allows for brands to research buyer history such as behavior data, cart abandonment, etc. to further predict a customer’s future purchase.
A great example of personalized marketing based on data management is “recommended products” within a brand’s website. By utilizing your DMP to find customer browsing and purchase trends, you’ll be better equipped to make each customer’s shopping behavior as personalized as possible.
4. Optimized Data Results
Now that you’ve utilized your multichannel marketing segment and identified your target audience, it’s vital that your brand collects the most optimized and beneficial data through web analytics, mobile app, offline, etc. Mapp’s Data Management Platform will collect more than the data that you own (first-party data), but third-party such as clicks, downloads and opens.
This detail-level of data management allows for your brand to immediately collect response and audience data, which provides further insights into the most effective campaigns. With this optimized and central point of data collection, brands can find new audiences, and further target existing audiences to achieve campaign success.
In an industry full of endless amounts of data, a DMP is the missing piece to your brand's marketing strategy that will ensure your customers receive a personalized, enhanced and positive experience.
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