Data Activation
Customers now not only expect the products they have ordered to be delivered within a very short period of time, but also that they are targeted and addressed in line with their behavior and purchases.
This is supported not only by the clean set-up of tracking, but also by a customer data platform, which collects customer data in accordance with GDPR and provides marketing and sales - not only for higher sales, but also the best user experience.
Our process
Use case assessment
- Comprehensive analysis of business objectives and the associated challenges to achieve the goals
- investigation relevant use cases to activate data together with stakeholders
- Definition of Success criteria and Performance metrics for every use case
- valuation of the existing data infrastructure and reconciling the latest functionalities with the requisitions of the use cases
Preparing the data set
- identification relevant data sets and Sources/Objectives for the selected use cases
- If necessary, integration of any other data sourcesthat are required for implementation
- Step-by-step modeling the data and provision of a datasets tailored to the use case
Automation & monitoring
- Development of Custom Pipelines or use of SaaS tools for the automated return of data to the desired operational systems
- Establishment of monitoring mechanismsto track the performance and health of data activation processes
- Establishment of Anomaly alerts or other problems with the replay
- documentation of automated processes
Why is data so important in marketing and eCommerce?
Understanding customers better
Of course, you can talk to customers to find out what their likes and dislikes look like, what they particularly like, and how they want to be addressed. However, it is much more effective and faster to measure customer behavior, react quickly and thus improve the customer journey from the first marketing touchpoint to purchase.
Target group segmentation
Through the targeted use of data in marketing, the target group for brands and eCommerce can be effectively segmented and identified as the ideal target group. All marketing measures can build on this so that they reach the right consumers in a targeted manner — both in the B2C and in the B2B environment.
Personalizing the customer experience
Let's personalize the shopping experience. There are a number of ways this is possible in eCommerce and Marketing, from recommendations in the web shop to a personal contact in your own app to emails based on user behavior. This means that consumers are better off than from an impersonal experience that “everyone” receives — and that ensures understanding and trust.
Predicting trends
Based on data relating to the historical shopping behavior of customers, forecasts of trends in sales can be made. In this way, companies can better plan their inventories, but also use resources and employees, as well as their marketing activities effectively.
This is how we go about establishing data in marketing and eCommerce
From the status quo to establishing data analyses to enabling all employees who work with data — together, we are making eCommerce and marketing even better than they already are.
Status check - the audit
As a first step of cooperation, we prepare a thorough analysis of the current status quo in the area of marketing. To do this, we analyze the existing data sources, challenge the existing marketing strategies and find out how data-based they are, examine the eCommerce platforms, and look at what and how much customer data has already been collected. In doing so, we also identify the first use cases.
Goal definition and strategy development
In the next step, we define clear goals for using data in marketing and eCommerce with stakeholders. To this end, we work together to find out which challenges have priority right now, whether it is improving customer contact, positioning products or designing prices, but also whether artificial intelligence is already an issue.
Implementing data analytics
Tools that make data analysis and marketing automation possible must be selected to suit the stakeholders who work with the strategies but also to match the rest of the tech stack. To optimize processes, it is often useful to use artificial intelligence, which can already make some processes more efficient. Segmenting customers and personalizing marketing campaigns is also possible with the right tools.
Personalizing the customer experience
Data analyses can be used to obtain structured data that can be used to personalize and optimize the customer experience. To this end, we develop targeted marketing campaigns together with our clients' marketing and data departments, revise the web shop interface and optimize product recommendations.
Enable
We love it when a plan works — and when customers can continue working without us. That is why we are finally enabling employees from the departments so that in the future, even without The Data Institute, they will receive the marketing and eCommerce analyses they need to improve the customer experience and make data-driven decisions.
Marketing and eCommerce in our framework
We always work with the framework organization, culture-and architecture.
Because in our opinion, these three areas are the most important factors for successfully anchoring data in the company in the long term.
Marketing and eCommerce are also concerned with these three areas. We not only clarify the question of responsibilities, but also the processes through which data can be used effectively in marketing. We support you with the selection of tools and thus build a clean one in the long term architecture for everyone who works with data in the company
The Data Institute — the strong partner for the use of data
The right message to the right user at the right time — that is the dream in marketing and eCommerce. We are making this dream come true because data can provide exactly the impact that companies want.
What services can be combined withData Activation?
Case studies on the subjectData Activation
You can find suitable examples of our work on this topic in the following case studies:
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