Here’s how customer data improves conversions (and communications) for business- oriented sites
Today, without a shadow of a doubt, it is the moment of Marketing Automation : that is of that set of automated techniques and processes that manage – in an increasingly procedural way – communications with one’s own reference market, and therefore with leads , with the prospect, etc.
Therefore, these are procedures (or automation) that are often linked to mailing operations or landing pages , which tend to create: a. of processes (sometimes very complex) or b. to realize the so-called funnel (more or less structured sales funnels).
That structural limit … But after having taken note of their (undeniable) incisiveness, it is also possible to identify their limits.
Let’s put it this way: the Marketing Automation processes are effective until we include the entire workflow also user action (such as opening an email or clicking on a call-to-action) ; but when it becomes necessary to react to the customer’s purchase history and / or his customer journey, things change: the data we need are not just those from Marketing Automation workflow but many others.
We would be forced to update data from multiple sources, always have them corrected and, above all, integrate them together. From direct experience, this limit has often forced some companies to implement costly integrations of information, as well as many other file shifts and ” tags “, up to the retrieval of information from other company sources (sites, management, excel sheets , etc. ).
The relevance of this topic Yet the theme is very current. Just look at the latest report from the Omnichannel Observatory Customer Experience of the Politecnico di Milano which highlights, in fact, the major problems to achieve Customer objectives Acquisition , Loyalties , etc.