Delivering messaging that is relevant to customer interests has become a necessity for leading marketers today.
Despite this, however, eMarketer reports that at least two-thirds of marketers find executing data-driven personalization to be their biggest challenge. At the core of that challenge is the struggle to get access to high quality, real-time data and use it to inform messaging.
To deliver experiences that match your customers’ interests, it’s important to have a data foundation in place that allows you to access a unified, high quality customer data set, easily segment users, and activate data across the tools and systems you're using to drive growth.
Step 1: Enable real-time cross-channel data collection
To deliver experiences based on engagements across channels, it’s important to have a data pipeline in place that allows you to collect customer events and attributes from all sources in real time so that you can gain a full understanding of engagement. Leveraging mParticle as your single data access point across channels lays the groundwork for this capability. mParticle's native SDKs and APIs make it simple to collect data from across touchpoints in real time.
Step 2: Create unified user profiles from cross-channel data
A user may subscribe to a newsletter on your website, download your mobile app to try a few functions, then revisit the service on a tablet all before completing onboarding. To successfully progress users to activation, it’s important to be able to unify user engagements to known user profiles so that you can trigger 1:1 experiences that are up-to-date with each user’s most-recent interactions. mParticle IDSync enables you to control how data is merged to customer profiles for improved data governance, policy, and security.
Step 3: Create granular audiences segments in mParticle
Once you have engagement data tied to your customer profiles, the next step is to build a segment for your personalized campaign. mParticle's Audience builder enables you to construct dynamic segments by querying any data point on your mParticle customer profiles, including Calculated Attributes. To identify loyal customers, you can define an Audience rules such as number of logins in the last 30 days is greater than x. To reach customers that have recently abandoned cart, you can define your audience using a `abandonedCart` event or something similar. Once an mParticle Audiences is built, it will stay up-to-date dynamically and can be connected to multiple downstream tools.
Step 4: Connect your Audience to Customer.io
mParticle’s bidirectional integration with Customer.io allows you to connect Audiences and event forwarding to Customer.io for cross channel messaging in just a few clicks. The Event integration allows you to forward consistently formatted user events to Customer.io in real-time, with granular filtering to control costs and support regulatory compliance. The Audience integration will connect Audiences built in mParticle to Customer.io. Audience membership attributes will stay up-to-date in real-time, allowing you to create Audiences once and deliver targeted messaging at scale. The Feed integration allows you to ingest email, push, and SMS engagement data from Customer.io into mParticle, where it is tied to persistent user profiles and can be used for performance analysis, retargeting and more.
You can read more about mParticle Customer.io bidirectional integration here.
Step 5: Activate your segment in Customer.io
Once the Audience has appeared as a segment in Customer.io, leverage Customer.io's engagement capabilities to design a personalized experience for your customers. For this use case, you can use the data being forwarded to build and test creative messaging flows for personalized ad experiences.
To learn more about mParticle's Audience builder as well as how you can integrate data across your tech stack with mParticle, you can explore the mParticle platform demo here.