Big Data Architect

23/09/2022

02/04/2019

10. Predictive

Combining trend data with details about a customer's past behavior allows you to start identifying the likelihood of their next action. It is so much easier to convert a sale with a current customer than with a new prospect. Therefore, up-selling and cross-selling are crucial to the health of your company. This means automating, through profiles, the likely journey that your customer will make. You can make these decisions about likely journeys by using analytics of static legacy data to help inform events that will guide real-time behavior. You can also target customers based on their progress in the buying funnel. Applying predictive data to your profiles demonstrates to the customers that you pay attention to their interests and needs thus building a valuable connection of trust with your audience by delivering tailored, relevant messaging and promotions that anticipate - and motivate - their next purchase.

02/04/2019

9. Environmental/External

Bringing in data related to known events or environmental patterns adds an important dimension. By differentiating between customers who had already purchased and those who hadn't, the company was able to reassure new prospects. Previous customers didn't need the same reassurance. Therefore, they could be targeted with images that would better secure the completion of the sale. Market stall holders have used such external factors for years, long before the digital revolution. This capitalizes on the immediate need of the consumer.

01/04/2019

8. In-store

In-store behavior is not trackable unless your company has put some thought into bridging the offline experience of your customer with the online experience. Mobile tracking data can be used to see how people move around the shop, how they browse and how they make their final decision. The aim is then to structure online and email communication using the insights from this movement around the store. Such deep analytics is the place of psychologists and brings the human touch to data management. Understanding how the customers interact with your brand can really help you adapt and optimize your approach.

01/04/2019

7. Contact/Call centre

Recorded interactions with customers via your call centre provide a more valuable qualitative view of customer satisfaction and intent. This is a difficult data to capture and use immediately but it does offer a depth of analytics that should not be ignored. This data can inform the future direction of your company, something which is of vital importance if you are truly determined to adopt a customer-centric philosophy. It can be used to refine the profiles and feedback into your actions. By tracking the frequency of customer calls and the reason for the interaction, you see another layer of data about the customer that can help direct promotions accordingly.

For call centre staff, access to a complete customer profile built from data channels across the business, helps to resolve inbound queries quickly. Call handlers need instant access to correct customer information to be most effective. In turn, the call centre channel then feeds the interaction data from each call back into the customer profile, further enriching the coporate knowledge base.

31/03/2019

6. Display advertising data

Clickstream data from display advertising platforms shows you whether visitors have interacted with your online advert content. If customers do click on a certain advert, the website can be personalized immediately to include content that includes the product they clicked on. It is also possible using display retargeting to advertise the product they browsed on your site into display ads on other sites on the internet, acting as a real-time action in response to customer behavior. Advertising retargeting is particularly effective with products with a long tail, requiring the customers to do a lot of research. By using advertising retargeting, you can tempt them time and again and keep your product in their mind as they visit other areas of the internet or your website.

31/03/2019

5. Web behavior

The amount of data available from web behavior is more than just visiting the site. You need to know your customer a little more before deciding what behavior signals a genuine interest rather than a passing curiosity. This is where understanding of your customer based on the analytics of legacy data will inform the profiles you use when individualizing the customer experience. Your website is going to be the most powerful means of communicating with your customer. It is also a rich source of behavioral data because of cookies. Therefore, on-site optimization is the most obvious form of personalization in this day and age.

30/03/2019

4. CRM

CRM is a central place to find all static data about customers' previous transactions with your business, as well as demographic attribute data. It is also useful in trend analysis to predict where the company should move next. With CRM you can understand patterns of purchasing and identify opportunities to cross-sell or upsell. Respecting the customer and showing that you have listened is a fundamental part of successful individualized interaction with customers. Using the CRM database to manage the status of the account, which will help to filter the brand communication with the customer is a crucial strategy.

30/03/2019

3. Mobile

With mobile you have the chance to deliver apps straight to the hands of the customer, providing a slick user experience in a branded space. There is a high degree of certainty that your message is delivered as we all keep our phones with us constantly nowadays. Delivery and payment setting can be stored to enable a single click purchase. The use of fingerprint technology assured customers that the sales method was secure, as this touch technology on the iPhone meant that it was unlikely that someone else was going to use your account.

Mobile is also a source of rich profile data. Not only SMS campaigns can help you to track the user's engagement and understand their personal interest but also monitor in-app behavior. Apps have the advantage that the user is immersed in the brand environment without the distraction of advertising and other content that they would see in a browser window. So whether the user is browsing or purchasing, the mobile app channel provides solid brand engagement as well as delivering another layer of user information to help you segment and target your promotions.

29/03/2019

2. Social engagement

Under channels such as Facebook, Twitter, LinkedIn and Reddit in communicating brand message, you can see if your content has been shared with a wider audience or gain insight into other's wider interests. It is worth remembering that consumer is not directly interacting with your brand for much of the time on social media. Therefore, the data should be seen as an indicator of likes and trends, which shapes the understanding of their needs and desires.