There are various ways to achieve customer success with a mix of strategies designed to attract, retain and grow a customer base. Distinctive strategies may be modified over time but one thing that is most important is to keep customers engaged. Companies who succeed will use intelligent marketing centred on knowing, engaging and personalising your customer approach.

However, without good data and analytics, this will be impossible. Data is the basis for improved experience and engagement. From better customer communications to enhanced loyalty and growth, marketers will need to understand how to turn data into valuable insight.

How Behavioural Marketing Impacts Analytical Solutions

The demands of a digital world creates more online (and offline) noise for consumers. Communications must be customer-centred to cut through. The goal is to encourage dialogue and relationship building between customers and your brand fulfilling their need, while also achieving your targets and maximising the data from behavioural segmentation.

Outbound activity should be informed by consumer behaviour. Learn more about their lifestyle and what they like, and use the knowledge to create engaging messaging. It is essential to use behavioural data to gain a fuller picture of your audience, instead of solely demographic information.

Applying The Correct Customer Insight

Once you recognise the customer motives you can segment online users, email communications and mailings. This will help you to target offers and adverts and prove more efficient for your budget. Then, by creating personalised messages that invoke action, the right message will reach the right customers. Personalisation is important; the 2017 State of Marketing report from Salesforce states that customers are 52% more likely to switch brands if communications lack personalisation.

Each and every touch point should be analysed for greater understanding. You’ll gain new insight into how and when people engage, and on what channels. This will provide greater opportunities for targeting similar promotions. Data is more than collecting information, but monitoring it and acting upon your discoveries.

Why It Is Imperative To Have A Data Strategy

There are a growing number of studies that show the benefits of data-driven marketing and analytics. Organisations that embrace data strategies are able to use insight for the most gain. This increases further if you can integrate on and offline data, to create a holistic customer view.

Overall, data analytics help to drive customer engagement by:

  • Ensuring relevancy in all offers and communications, as you have data to back up your findings from test and live campaigns.
  • Enabling your brand to act fast; reacting to consumer behaviour and market trends to deliver at the right time.
  • Building trust with customers. Better data protection measures (including GDPR) will enable greater consumer control. This helps you to deliver messaging to the right place, i.e. as stated by the customer’s communication preferences.

By using insight to improve your connection with customers, you can turn data into bottom line advantage.