Spring Clean Your Customer Data For Effective Personalization
How to increase the quality of your customer data for effective personalized marketing
Marketing personalization has become an indispensable strategy for retailers who aim to increase sales and improve customer loyalty through the use of targeted content and offers.
While having the right technology is important, the foundation for implementing an effective personalization strategy is the quality of your customer data.
Without accurate information, you won’t be able to deliver targeted content in the right place at the right time to the right audience.
How to clean up your customer database for effective personalized marketing
It’s important that you regularly clean up your database and audit the sources from which you collect the information to ensure that the customer data is supporting your marketing personalization strategy:
Review web forms
If you’re generating leads by using web forms, ensure that you’re collecting relevant information that helps in targeting your audience effectively.
Consider whether you’re asking for the right kind of data at the right level of detail. Gathering too few details doesn’t allow you to effectively segment your audience while requesting too much information can cause form abandonment.
Audit data fields
Duplicate fields or repetitive information in your customer database can cause errors and confusion.
Ensure that the fields in your customer data management system are set up correctly so that data from web forms, lead generation mechanisms (from your website, social media, or messaging apps), and eCommerce platform is categorized and collated correctly to support your personalized marketing campaigns.
Refine segmentation
Audience segmentation isn’t “set it and forget it.”
Revisit the way you’re segmenting your audience periodically to ensure that it’s supporting your overall marketing strategy.
You can also enhance audience segmentation with the information you gather during the user-interaction sessions with your brand. This includes the products they’re interested in based on their browsing behavior and the questions they ask during a live chat session.
Set up single customer view
To effectively collect and utilize all the available customer data, you need to create a 360-degree customer profile so that the information can be stored in and accessed from a centralized location.
A single customer view allows you to gather relevant customer data and effectively leverage the information to deliver a customer-centric experience through personalization.
Review analytics
There are many different ways to deliver personalized content and offers. Are you leveraging the right customer data to form your strategy?
The best way to find out is to review your analytics and see if your personalization strategy has been effective in driving traffic and generating sales.
If the metrics aren’t meeting your expectations, you’ll have to adjust and test your personalization rules to ensure that you’re using your customer data in a way that helps deliver the most effective content and offers.
Build a solid foundation with a robust customer data management system
After you put in the work to clean up your customer data, ensure that it’s managed and utilized in a way that will help you implement personalization marketing effectively.
A robust customer data management system has become indispensable for marketers who want to use personalization to increase the effectiveness of their omnichannel marketing initiatives.
Request a demo to see how our customer data management system can help you derive customer intelligence and actionable insights so you can make data-driven business decisions and achieve your marketing goals.
