With the right technology and processes to assist businesses' routine audience analysis efforts, they will be well on their way to improved interpreting customer data.
FREMONT, CA: Customer analytics is an invaluable resource that analyzes customer interactions and behaviors to discern trends and patterns seamless for marketing. At a minute level, though, the deployment of customer analytics is a process that is more nuanced for marketing teams and one that needs the right marketing technologies. Business intelligence tools, customer journey analytics, and marketing technologies have been brands' go-to audience analysis solutions. But companies have substantial amounts of big data stored in their marketing technology ecosystems. Their best bet for searching through and comprehending customer analytics is with a single source of truth that unifies all first-party data.
The martech space has evolved to the point that day-to-day marketers can now do things, including building and deploy predictive analytics models to find customers' propensity to churn and conduct fast customer segmentation analyses to compare groups of contacts—all without the assistance of additional BI professionals, data scientists, or analysts. Martech provides the advanced capabilities organizations and their marketing teams now require to better understand their audiences, from their buying habits and preferences to their distinct product interests and overall customer loyalty. When considering which technology can allow deeper and richer audience analyses, these marketing leaders would be wise to consider offerings with predictive analytics.
While enhancing their data literacy and analytics skill sets are vital tasks for marketers, upgrading their martech stacks to integrate a more intuitive and advanced database setup is equally critical to enhancing their customer analytics maturity level. More specifically, they must find out how they can un-silo their first-party data and manage it in a method that facilitates real-time data liberation across marketing channels. Marketing has long known the pain of dealing with disparate data sets throughout their organizations and having complete views of their prospects and customers.