Data-driven marketing is a key avenue for improving client experience, according to a new report by Econsultancy.
For their study “Customer Experience Optimisation”, Econsultancy investigated how marketers are using technology and data to personalise their clients’ experience. The results show that not all data is perceived as equal for the purposes of customer experience optimisation.
The majority of both clients and agencies (93%) say they are pulling data from their web analytics, and around two-thirds are also utilising their CRM and data warehouses. 59% of companies are also using data from customer satisfaction surveys.
Econsultancy say that the usefulness of the data acquired from a marketing automation platform (for example, Unica) is dependent on the organisation’s broader capabilities. For example, while most companies use email as part of their marketing activities, only 45% are using email service provider data in their efforts to optimise client experience.
Econsultancy also investigated how data modelling feeds into other business practices.
They found that most organisations typically lean towards “last click” as their default attribution model, putting a heavy weighting on the very last stage of the journey. However, that ignores the rich interaction which has come before it.
While more than half of companies are using data modelling for attribution, that’s a relatively small proportion given its rising appeal, particularly in the context of driving marketing efficiencies.
So-called “lookalike” data models allow organisations to extend their reach by building larger audiences from smaller samples. Just over a quarter (27%) of company and agency respondents said they are utilising lookalike audiences.
Social platforms are opening up new capabilities. IBM’s tie-in with Twitter is a great example of how a social data stream can be leveraged.