The first step for retailers wanting to use customer data to generate customer loyalty is unifying behavioral, attitudinal, and demographic data. As such, until marketers can access unified and real-time views of each customer, they’ll struggle to leverage data to bolster brand loyalty. Sophisticated processes and Single Customer Views are the difference between personalization limited to basic customer data, such as names or birthdays, and contextual personalization which factors in customer preferences and interests, as well as external factors such as the seasons. Without sophisticated processes that can aggregate and unify consistent data to create a Single Customer View, retailers drown in data whilst simultaneously experiencing a dearth of actionable insights. In fact, a mere 16% of B2C marketing professionals believe they have the adequate resources to gain actionable customer insight to inform campaigns. ![]() This is one of the biggest hurdles for retailers today. However, data isn’t valuable if it can’t be used to generate actionable insights.
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