January 7, 2016

Making Big Data Key To Omni-Channel Marketing Success

Making Big Data Key To Omni-Channel Marketing Success

Marketing has come a long way in the last 10-or-so years. What used to be an untrackable batch and blast method to reach consumers has been completely transformed, and where businesses once had little to no insight, buyer behavior can now be analyzed through several available data points and digital channels.
This new age of omni-channel marketing took center stage at this year’s annual Teradata Partners Conference, where Teradata Vice President of Strategy Innovation, Sean Shoffstall, took big data and marketing pros for a deeper dive. With mobile devices, social media and other popular customer channels, marketers are being inundated with data – but as such, they’re also being presented with endless possibilities.

The Omni-Channel Landscape
As marketers continue to get acquainted with the different technologies and platforms at their disposal, they’re presented with a new set of challenges that haven’t existed in the past. With so many tools available, it’s important for marketing professionals to make sure they’re using the data provided by each effectively, while also protecting this data and ensuring that it is being used in a way that is ultimately helpful and beneficial to the consumer. It’s important for marketers to:
  • Make integration decisions based on available data;
  • Coordinate paid and owned marketing channels;
  • Understand and optimize marketing performance.
This last piece is crucial to the overall marketing puzzle. With an influx of data from new technologies, marketing practitioners have the opportunity to determine the right message to send out to the right audience, and scrap messages that may not be performing well. Some marketers become so focused on one platform, channel or conversion metric, that they often miss this bigger picture. Data should be pulled from everywhere and incorporated into every component of a marketing strategy for a seamless omni-channel customer experience.
Data’s Role
Having a clear picture of all the data and channels can help marketers reach their holy grail: Individualized insights. In 2015, customer are communicating with brands at any time and from anywhere, making it complicated to achieve true one-on-one engagement. The plus side to this is that marketers now have enough data to obtain an accurate representation of the what, where and when – all it takes is some analysis to incorporate this data into overall marketing efforts.
Real-Time Availability
One of the more challenging concepts of marketing today is the need for rapid, real-time engagement. Marketing data should be collected, analyzed, and used to create dynamic customer profiles and determine which messages are resonating and which aren’t in near real-time, so that engagement can be tailored for optimized results.
Content Curation
Another interesting challenge associated with modern, omni-channel marketing is sending the right message out through the appropriate channel and curating content that makes sense for each particular segment of the audience, or for the audience of one. Millennials for example, might opt to engage with brands on Instagram while an older audience may prefer email communication or, the still completely useful snail mail approach.
The ever-changing omni-channel marketing landscape doesn’t need to be a challenge, and big data is making it more navigable than ever. By making note of these changes and taking advantage of the unique opportunities the data presents, marketers can craft targeted messages, deliver them to highly segmented audiences through their preferred channels, and make a lasting impact on the audience’s perception of the brand and – more importantly – on the company’s bottom line.

Teradata Perspectives, TERADATA

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