Today, the bar for personalized customer engagement is higher than ever.
As a marketer, you understand that customer data is vital to delivering personalized experiences that drive growth. A whopping 82% of marketers say having high-quality data on their target market is significant to succeeding of their role – but greater than half of them say they’re missing key information.
Data silos are certainly one of the most important hurdles that prevent businesses from delivering personalized, data-driven experiences to their customers. Only 27% of marketers say their marketing data is fully integrated with their systems and tools, leading to fragmented and inconsistent outreach.
The excellent news is: It’s possible to unify your data and make it actionable in a single place. One key technology for effective data activation? The cloud data warehouse.
On this blog, we’ll discuss a technique to get first-party data out of the info warehouse and into your CRM, so you’ll be able to leverage it for more practical marketing.
What’s a knowledge warehouse?
An information warehouse is a system that consolidates data from different sources right into a single central source of truth. Many organizations have already adopted data warehouses to power reporting and Business Intelligence, but recently marketing teams have begun to leverage their advantages as well.
Data warehouses allow marketing teams to consolidate data from multiple platforms including promoting channels like Google and Facebook, analytics platforms like Mixpanel and Google Analytics, and CRM systems like HubSpot and Salesforce. Even higher, each first-party and third-party customer data could be unified within the warehouse.
The most well-liked cloud data warehouses include:
How Data Activation Provides a Single Source of Truth
Unifying your entire customer data points (that you simply’ve collected through tools like HubSpot, Google Analytics,or Zendesk) right into a customer 360 profile lets you have a holistic understanding of your target market.
A customer 360 profile refers to having a 360 degree view of your customer’s information and behavior. This might include company data, purchase history, support interactions, and even engagement together with your website, app, or social media accounts.
Fortunately, many firms have already employed data teams to consolidate customer 360 data in a central place: the info warehouse.
Previously, the warehouse was limited to technical users who knew SQL. Accessing customer data was a battle between Go-to-Market and IT teams, leading to reduced agility and low autonomy for business teams.
Enter data activation: a method to bridge the gap between data and marketing.
Data activation platforms like Census provide warehouse-native no-code tools that enable marketers to unlock data directly from the warehouse – all with no need to know SQL.
This makes it easier for marketers to make use of customer 360 data to personalize recommendations and customize promotions.
Leveraging the identical data infrastructure across the organization improves efficiency and team collaboration, because marketers now work with the identical source of truth as data and IT teams. You possibly can be confident that your data is fresh and trustworthy since it’s approved and maintained by the info team.
Activating the info warehouse for customer segmentation
Collecting data is useless without motion. Let’s discuss the way to actually use your customer data to drive more practical engagement.
Customer segmentation is vital to reaching the precise customers at the precise time with essentially the most relevant information.
This fashion, you’ll be able to higher understand your customers and meet their unique needs at every stage of the shopper journey.
For example, you’d need to send different and targeted messages to:
- Users who’re on a free trial of your product, versus users in your highest paid plans
- VIP customers who’ve purchased multiple times, versus visitors who just signed up in your mailing list
- Corporations which have 50 user seats versus firms who’ve 2 user seats
Data activation platforms just like the Census Audience Hub enable you to construct dynamic audience segments together with your unified customer 360 profiles.
Any user, no matter technical skill level, can easily create, explore, and manage audiences — then send them to your CRM for targeted outreach.
Success stories from Clockwise and Prolific: Using first-party data for higher personalization
Clockwise and Prolific are two firms that activate their first-party data to deliver personalized, cross-channel experiences. Each firms use Census to power HubSpot with relevant, real-time data.
Clockwise
Clockwise is a SaaS productivity tool that helps busy professionals manage their meeting scheduling and find more time for uninterrupted flow.
They needed a greater method to get product usage and engagement data in front of their go-to-market teams. By organising real-time data syncing, the business operations team was in a position to:
- Reduce time to get up segmentation growth experiments from weeks to hours
- Enable more personalized onboarding communications with granular user segmentation
- Provide self-service access to real time product engagement data
Prolific
Prolific simplifies online data collection by connecting researchers with the study participants they need, quickly.
Their newly-minted sales team was looking forward to data on their customers and prospects. After connecting their data warehouse to HubSpot, their salespeople now have necessary context for each sales interaction — without ever leaving HubSpot.
Prolific used Census’s data activation platform to:
- Construct Customer 360 profiles in HubSpot with complete product behavior data
- Automate sales workflows based on product usage and segmentation data
- Discover purchase intent and personalize messages
Key learnings from Clockwise and Prolific: Constructing a strong and scalable data foundation makes first-party data more worthwhile and usable. But collecting data is only the start. The actual value is in activating data to drive business decisions and revenue.
Key Takeaways
Accessing and leveraging customer data is crucial for marketers who need to deliver personalized experiences that drive growth.
By integrating your data warehouse together with your CRM, you’ll be able to unlock recent insights and create a central repository of customer data that could be used to power your entire marketing efforts.
Our three key takeaways from this text are:
- Data Activation is crucial. It connects your data infrastructure to your marketing efforts, making you more data-driven than ever.
- Real-time segmentation is vital to personalization. To focus on accurately, go for an answer that updates audiences constantly and makes your data available seamlessly.
- Your martech stack should embrace data. Select a customer engagement platform that integrates together with your tech stack, as a substitute of using siloed tools.
To exceed customer expectations, empower your marketing, engineering, and IT teams to activate a 360° view of customer data.
