Put into context – set up what we are going to cover. We are going to share the insight – what does this mean for next year Application of insight
Groups are made up of individuals. As one of the group grows up, she allows people and brands in her network to see increasing quantities of information about her, and her history. We also know that she is an ‘Urban Cool’ , living in a shared house in East London. And she’s single…
So the 2 big problems marketers face with all this data are...
How to link data sets, finding the connections between data to link it back to a single consumer view
And trust – how reliable is the data you have on your customers? This is a particularly big problem with consumer data because of this...
Massive spike every year caused by Halloween searches for vampire contact lenses, zombie contact lenses, scary contact lenses.
What does that mean for me?
Take files of email bounces and using Channelview to see if we can provide alternative email addresses so the client can re-establish contact with their customersWe can create single customer views in a number of different ways – the Emirates example uses a combination of email address and passport number – but this can be flexible depending on client data supplied. For companies with many brands e.g. ELC this could be worthwhile
One system that “Integrates, Optimizes and Interacts.” That is Experian Marketing Services’ cross-channel campaign management platform Competitive cross-channel platforms were not initially built to perform integrated campaign management and channel execution tasks. Many campaign management platforms looking to enlarge their footprint added channel execution features and traditional email marketing execution platforms eventually expanded into other channels, such as social and mobile. These expansions resulted in piece-meal systems that were organized around channels instead of the customer, resulting in an inability for marketers to obtain a true and complete customer view or respond to customer behaviors quickly and appropriately.Unlike other cross-channel campaign management offerings, Experian Marketing Services’ interactive marketing platform was built from the ground up with the scale and flexibility to handle the growing complexities and speed required to effectively engage in modern cross-channel customer interactions.