Data drives experience in today's marketing machine, with data and automation forming the perfect union to deliver the right message to the right place at the right time - with the end goal of driving specific consumer actions.
A first step to connecting the data dots is to assess available data based on actions across channels. Below are useful and commonly available customer interaction data types listed by channel:
- Email: Opens and clicks on content such as articles, offers, products, surveys/poll, social links, preference centers, and more.
- Social: Clicks to social links, sharing links, social login, social content, and social data.
- Mobile: Mobile email and site engagement data such as email opens, device type, mobile app downloads, alert actions, mobile account access, mobile purchases, text to join email, and more.
- Display Retargeting: Response to incremental display touch points driven by site browsing, email response dormancy, and more.
- Web Commerce: Visits, time on site, browsed products, carted products, wish lists, and favorite products.
- Click-to-Call or Chat: Clicks to get additional assistance are key behavioral triggers.
- Real World Dots: Email sign-ups in-store or at an event, catalog or direct mail response, and purchases are all valuable data dots.
Understanding how channels work together to drive consumer experience and actions is key. By combining customer interaction data from brick-and-mortar, events, Web commerce, email, social, mobile, display, phone, and even direct mail catalogs, marketers are able to paint a more accurate picture of individual customer behaviors and preferences. As automation puts the data into campaign action, the goal is to create a one-click contextual ripple effect, where insights gained from previous interactions inform subsequent messaging to more effectively drive future customer engagement.
As marketers, you've earned those click actions, so put them to good use to fuel your automated email and cross-channel experiences. Then, once you have a clear strategy of how to put your data into action, test your theories and, as Steve Jobs said, start to "trust that the dots will somehow connect in your future."