It’s 2017 and we want you to kick off the new year, the right way. If you are a marketer who wants to become more data-driven, getting off on the right foot means connecting your data seamlessly across channels.
Think about it, as the mobile ecosystem continues to rapidly accelerate, turning the relationship between businesses and consumers on its head, the only way to future-proof your business is by producing a valuable multi-screen experience. One that encapsulates the entire customer journey — from web to mobile, and everything in between.
Up until now, our favorite SaaS tools have helped us deploy CRM, marketing, sales, business intelligence, and customer support initiatives. But, they’ve also siloed a lot of our data, creating unmanageable fragmentation and often producing an incomplete view of the customer journey.
That’s where Customer Data Platforms come in…
Customer Data Platforms in a Nutshell
According to Gartner’s November 2016 Hype Cycle for Digital Marketing and Advertising report:
A CDP addresses an acute need for marketers who, tasked with revenue accountability and customer experience, seek to unify their customer data across multiple channels, devices, and life cycle stages.
With the right data strategy, a CDP can act as a bridge between traditional marketing databases, post-sales CRM systems, and multichannel campaign management software.
Customer Data Platforms have been around for a long time but not all of them are created equal. In particular, there is a massive difference between capturing a single type of data from multiple sources and capturing all types of customer data, from every source. Especially when it comes to mobile.
mParticle not only collects/connects data broadly, but also specializes in a deep understanding of the mobile and multi-screen universe current audiences operate within today.
Getting the Most From Your Customer Data Platform
Our CEO Michael Katz and Head of Customer Success Jillian Burnett recently hosted a webinar covering a few of the newer, multi-screen use cases, as well as several best practices that are useful to consider no matter what vendor (or bespoke solution) you choose to employ as your data infrastructure.
1) Define Your Data Strategy
Defining a strategy is typically the first step in any endeavor, and data management is no exception. To define your data strategy, you must:
- Identify your goals
- Map your data
- Create naming conventions
- Build a hierarchy of user IDs
- Outline your use cases
- Align use cases with technology
- Remember privacy
2) Optimize Data Collection
Your data collection process can impact both your users’ experiences and your ability to take action. With that in mind, your data collection process needs to:
- Do no harm to the UX
- Be consistent in capturing native data
- Make data capture use case agnostic
3) Clean & Control Your Data (Otherwise It’s Just Garbage In/Garbage Out!)
The value of a data platform should go beyond the sum of its parts. The best way to inject additional value into the stack is to enable greater control of data through filters, enrichment, and segmentation. To do so:
- Be diligent about converting signal to noise
- Merge identities around a single customer view
- Enrich data to get a more complete view
4) Simplify Data Connections
Finally, you need to simplify the process of operationalizing data to all the different endpoints across the entire lifecycle of your business. This simplification requires you to:
- Empower end users to move quickly
- Sync continuously to avoid wastage
- Bring data back “in” from executional tools to learn and optimize
A New Data Resolution
By now, hopefully you have a good idea of how mobile has changed the data game, making it a necessity for modern marketers to effectively capture the complete customer journey.
You can forget legacy tools that silo your data, for the multi-screen customer data platform is here and it can help you unlock the full potential of your business.
Just make sure you take a strategic approach to your data planning using some of the tips above.