Create a better, more human customer experience with the right balance of advanced data analytics and personalization.
Analytics and personalization: Two buzz words in the world of digital marketing. More and more marketers are understanding the importance of personalization in their campaigns — that ability to connect with consumers on a more human level to create better customer experiences and empower conversions. Data analytics is the key to achieving effective personalization.
According to the Q3 2019 Customer Engagement Report from Merkle, more marketers are prepared to invest in data, analytics, and technology before anything else. And the Q4 report showed that 86% of marketers have slotted out part of their budgets to execute more personalized messaging.
These two marketing components must be blended effectively to deliver better customer experiences. Here are a few things to keep in mind.
Understanding the link
Consumers want human interactions with the brands they trust and depend on. You may think that implementing automated processes does the opposite of offer a human touch, since the point of automation is to employ technology to speed up and streamline tasks, but the two can and do work hand in hand.
Analytics gives you better insight because processes backed by AI can sort through more consumer data than ever before. You can track customers across multiple channels to better understand their behaviors and interests, pinpointing what drives them.
This kind of knowledge then empowers your ability to get to the bottom of who they are and what they want. Your messages can be more personal because you better understand who you’re targeting.
The level of personalization required to connect with today’s consumers, and to provide the experiences they’re looking for, all but demands a modern approach to analytics. Period.
Using predictive analytics
Predictive analytics is an area where personalization thrives on data insight. You can predict the future behavior of your customers by analyzing what they’ve done in the past. You can also predict their needs — when they may need to purchase something again, for example.
With predictive analytics, you can tailor a customer experience as it’s happening. You can track what they liked or didn’t like, what they clicked on or didn’t click on, and then customize what you show them next based on their actual preferences.
You can also make predictions about what you can do to get a customer to take a desired action, even if it’s just to get them to stay on your website longer or click through to another page. You get to know them better and can thus predict what they will do next.
The important thing to note is that you can continue improving the customer experience by using analytics to make predictions about the future.
Acting in real-time
Another way that analytics empowers personalization is via real-time data signals that drive real-time action. What can be more personal than connecting with customers with the right message at the exact right moment? Those kinds of connections just can’t happen without analytics.
You must have the right tools to make sense of large amounts of data instantly. Using analytics tools that are driven by machine learning, you get instant insights, automatically, that allow you to make second-by-second judgments and reach people when they’re ready to hear from you. These real-time actions spur better experiences that lead to more conversions and purchases.
Improving customer experiences with empathy
Relationships are driven by empathy, your ability to understand how someone else feels. Analytics and automation can improve the way brands interact with customers through better recognition and understanding of one another. Customers will feel seen and heard if you can reach them with the right message at the right moment.
Some AI tools can now help you understand how customers feel at a given moment. By analyzing data, you can get a glimpse into your consumer’s current mood. As McKinsey points out, interpreting data like auditory and visual information can lead to these kinds of advanced insights. When you know how your customers are feeling moment by moment, you can connect with them in more meaningful ways.
BDEX’s data solutions marry analytics and personalization
So how do you get started? BDEX offers data tools and solutions that help you blend analytics and personalization to deliver better customer experiences. Our Data Exchange Platform (DXP) powers human connectivity by giving you the right insight at the right moment, so you can connect with the people who are ready to read your messages.
Our Data as a Service and Identity Graph solutions help you track data points across consumers’ channels so you can get to know them better by how they behave. Our marketplace has over a trillion data signals and more than 6 billion unique IDs. We empower real-time targeting that allows you to personalize your messages and improve the way the customer interacts with your brand.
To learn more about how we can help you improve customer experiences, contact our team at BDEX.