Data and Personalisation. Why is the importance and need for them growing?
There are many forms of data users leave on your website. Are you capitalising on it?
E-shop registration. Newsletter. Order. Purchase with a customer card. Tracking website movement. Completed promotional questionnaire. There are many forms of data users leave on your website. Are you collecting it? What's more, are you leveraging it? The need for companies to integrate customer data into marketing has been growing in recent years. And with it, the concept of personalisation is becoming increasingly prevalent. That is because personalisation has tremendous selling power.
Personalisation - what is it really?
Simply put, personalisation means offering relevant products or services to a specific customer and tailoring other aspects of the purchase to them. Show them relevant products, services, and discounts, and personalise every communication touchpoint you have with them.
There are many ways and types of personalisation in marketing and they all have a common denominator - the need to adapt to your customers at an individual level. And data is your key to success.
But why collect data?
The more data you have about your customer, the better you can personalise your offer and the more likely they are to convert. What are they more likely to react to? An email with the top 5 best quality TVs because their old one broke and they have just searched for a replacement on the internet? Or an email with selected electronics - a computer on sale, wireless headphones and other products that don't interest them?
If you’re looking to craft engaging customer experiences, prepare your offers to fit your user like a glove.
How to work with data?
Personalisation is not possible without input data. But the good news is that you are already collecting a lot of data. Not just marketing data. You will also find useful customer data in the areas of accounting, warehousing, logistics or trade.
Now it's time to bring it together, process it with precision and integrate it into your marketing efforts. Fortunately, you don't have to do this work manually. There are technologies and tools to support you. Companies that have already understood the benefits of personalisation and are taking full advantage. Personalised marketing is proven to improve business results.
If you are interested in the topic of personalisation, data, and technology, we recommend that you follow our Merkle DACH LinkedIn profile or subscribe for our newsletter.
