5 Ways To Reach Connected Customers Using Big Data
In the period of the connected customer, having a big data strategy to gather, store, organize and analyze the pathway of deep customer data is critical to the delivery of timely, personalized customer cooperation. Fortunately, with the right innovation, infrastructure and analytics in place to unlock the full potential of this data, driving deeper engagement with your connected customers is anything but guesswork.
Consider these 5 ways using big data analytics can help drive your connected customers’ experiences:
1. Know more about your customers by finding “hidden” big data insights.
In the beginning of big data, bits of knowledge gathered from email and website clicks re-shaped campaigns, initiated new ones, and led to more customized experiences – often in the form of product recommendations. Now, new data types and more complex tools, technologies and analytics can uncover deeper, more relevant customer insights, based on behaviors and fact-based predictions. The result is that marketing is able to move from speaking to large customer segments to a “segment of one” and deliver highly targeted, relevant messaging and content – exactly what connected customers expect.
2. Interact more effectively with your customers using a data-driven strategy.
Being information driven isn’t just about understanding client purchase histories. It’s about diving into the profound information around behaviors, interests and preferences. The pivot points that push customers to the point of purchase. How, where, when and what messages you deliver are based upon big data analytics across multiple touch points and time frames – not simply intuition and knowledge of experienced decision-makers. Customer experience is improved and more personalized – online, on mobile devices and in-store. Retailers can provide their customers with the comfort of shopping wherever and however they prefer with the assurance that the products they want will be available, thanks to total visibility of inventory across the enterprise. The results are increased customer engagement, satisfaction, and long-term brand loyalty.
3. Connect different types of data by developing an analytic ecosystem.
In today’s world of new and different data types and vast volumes of data, retailers must consider the “right” platform to store data based upon type, volume and even use. It is critical to develop a big data strategy and architecture to enable an analytic ecosystem. It’s a complete, agile ecosystem where data is readily available and easy to navigate.
Easy access to a wide variety of data enables retailers to efficiently and effectively “connect” data for analytics regardless of where the data is stored – or where it originates. Agility is key. With the support of this ecosystem, retailers can quickly explore data, discover new insights, and drive rapid time to value (fail fast or succeed). Retailers also benefit from operational systems, such as an integrated marketing application, that can quickly operationalize new insights and enable marketing teams to move from managing campaigns to managing customer interactions across the brand.
4. Apply deep data insights to connected customer strategies across the company.
Becoming data driven is not just about marketing. Data-driven strategies apply across all areas of the company; merchandising, ecommerce, finance, supply chain and stores. Leveraging advanced analytic methods, merchandising can drive customer-focused assortments, improve pricing and promotions. Flexible fulfillment options across channels provide the ability to buy, pick-up or ship from anywhere and can be optimized to select the best shipping location.
Store operations can leverage sensor data and analytics to better understand traffic flow and staffing requirements. More informed, technology-enabled sales associates offer more extensive and timely product and inventory information in near real-time. Cyber security and networks are consistently monitored for immediate response to any potential threats or issues to protect customers’ valuable, personal data.
5. Freely explore new capabilities and technologies….. Innovate, innovate, innovate
As per Forrester, digital will represent or impact 60% of client spend by 2018. The development in mobile keeps on driving advancement, and retailers are growing new and energizing capacities. By understanding that a client is in a store or their real area in the store, conveying constant, customized offers, suggestions, informing, prizes, and nearby advancements is currently conceivable. Retailers are trying versatile installments and connecting dependability to the portable experience. With a more profound comprehension of their clients’ practices and inclinations, retailers can help direct clients through their shopping venture and give the advantageous, consistent experience that the associated client anticipates.