Unified customer profile. How open source marketing worked for me.
The information era is all about gathering data for the purpose of generating information that serves as a starting point for either problem or opportunity definition. This has also come to be known as analytics. Analytics can also be looked at as applied statistics and consists of predictive and prescriptive analytics. Predictive analytics represents models that are instrumental to foreseeing events and processes likely to happen in the future based on currently prevailing circumstances while prescriptive analytics make use of data to highlight problems and challenges and their most-effective resolution mechanisms. With this in mind, we will proceed to examine how this information would prove vital in understanding the customer experience.
Customer experience in the information age involves knowing what the customers want, where they want it and when they want it. From this definition we find ourselves requiring to know every step the customer takes in their e-commerce journey. E-commerce with technology as the enabling platform has seen businesses create brands as a way of knowing their customers by making use of social networking platforms to implement targeting. This is the method by which brands make use of parameters specific to intended audience to regulate who sees their ads on their preferred social media platforms. The ads on social media platforms provide tools that show numbers about their ads such as the number reached by the ad, those that got interested as well as those that got converted into customers. With this a ratio of return-on-investment to the amount invested to reach the customers can be arrived at and improved upon.
Owing to the large presence of tools at our disposal to record customer experience in the e-commerce platforms it is necessary for every digital marketer to have a unified customer profile. The presence of tools available to digital marketers make it possible to automate different tasks that involve the daily routines of digital marketing ranging from scheduling ads, engaging customers, sending emails, tracking the purchase process and feedback. These tools are mostly tailored to a specific core function of digital marketing as a means of specialization hence digital marketing will always utilize a pool of applications to execute its daily routines. Task automation involving several tools can prove difficult starting with logging in and daily utilizations but has been simplified with the emergence of tools that have enabled integrations of different applications into a single dashboard for easier management. There are several tools that enable this for example Zapier that has integrations to thousands of applications but I will refer to a free tool I made use of and that is google tag manager. I easily was able to integrate google analytics, hubspot notifications and mixpanel into one dashboard. With this integration I could monitor website traffic,capture email subscriptions as well as monitor the customer journey on the website with much ease.
Marketing automation with unified customer profiles makes it possible to collect data from different sources, categorize customers to enable targeting and retargeting as well as convey feedback to them using the profiles that gathered information from them. Digital marketing success is based on its capacity to provide a two-way communication between brands and their customers. Intelligent data gathering is able to not only highlight the customer’s location but the devices they use for access in addition to the times when content posted on different platforms is most effective. With that in mind I highly encourage anyone obliged to gathering data to look into ways that unify customer profiles as a means to aggregating components that measure towards increased returns as a result of well managed customer experience. I know of Zapier and google tag manager but feel free to find out other platforms that best serve your goals in unifying customer profiles.