How to adopt a 360 view of your contacts?
Multiple data sources
It's a fact: companies have developed many data sources to collect list of bahamas whatsapp phone numbers information about their customers/prospects. Whether via the web, at the point of sale, through applications... The sources are multiple! Thus, the history of customer orders can be found in an ERP tool, the history of interactions in a CRM, the customer journey via the web channel, complaints in the customer service solution...
At the same time, jobs are becoming more complex and increasingly customer-oriented . Also, data ends up siloed in unreconciled databases ... which does not allow for their optimal use to implement a 360° marketing strategy , for example!
This leads to the emergence of inconsistent information systems, and therefore to irrelevant marketing messages, because they are based on non-unified customer journeys… For example, we are seeing channel disruptions: the customer searches on your website, creates a shopping cart that they abandon, then decides to go and buy their items at the point of sale. Two days later, they receive an automatic message such as “reminder email following cart abandonment”… Not very coherent!
Multiple data sources
Unique vision and marketing automation
Conversely, adopting a single vision allows you to have clean and structured data , which can be quickly acted upon via a marketing automation tool , capable of gradually evolving according to the needs of the company.
In the example, we see that the store and app sources feed the RCU customer database, directly connected to Actito. In the Actito Datamart we find the profile tables, the order tables and order lines, which initially integrate the purchases made in store. If the company decides to open an e-commerce site, it can add this source as a feed for the RCU. And then we will find the e-commerce purchases in Actito in a second step. (The orders table can specify a "source" field to identify the purchases made in store and those made online).
This agility of Actito is made possible by a simplified architecture. At the center of the multi-table model is the profile table. This links each profile to a unique identifier known in the RCU and in Actito. All the data that the marketer wishes to use for their communications will be linked to the profile via this unique identifier. The reconciliation of data upstream of Actito prevents the risk of duplication, loss of history but also the risk of conflict between data sources. Actito can thus use them to interact with profiles on all channels, via campaigns.
Unique vision and marketing automation
Manage your customer journeys better
In a marketing funnel with a classic purchasing journey, we find the different types of profiles and the actions associated with each of these stages. By having a 360 view of the profiles, the marketer is able to:
- to exploit the passage of a profile from one stage to another (visitor => prospect => customer, etc.)
- to exploit the passage factors. In other words, the different actions that led a profile to become a prospect, customer, ambassador, etc. and the different channels
Marketing communications then become more relevant. This allows for overall management and measurement of the profitability of actions undertaken for each profile type.
Example: Managing exclusive segments in Actito
Thanks to the RCU set up upstream, the marketer can exploit all the profile data in Actito. He has at his disposal the data on web visits made by the profile, purchases made online and in store... On the right in the image, we find the exclusive segment created with the sub-segments. Here we will have visitors, prospects, 1-purchase customers, multi-purchase customers, ambassadors. In Actito, the marketer can decide to create a passage matrix and use it as a trigger for his automatic scenario. Here, for example, the scenario is triggered as soon as customers in the "multi-purchase customers" typology move into the "ambassadors" segment. Given the value of these loyal customers, the marketer can decide to push suitable content, such as "thank you for your loyalty, find a 30 euro voucher", via the SMS channel (more expensive and premium).
Manage your customer journeys better
How to implement Vision 360?
There are 5 keys to successfully implementing an RCU:
1
Start from the reality of the Background data
Start from the reality of the data
In most companies, data quality is often not well perceived. For example, contactability data (email, postal address, telephone number) are often not present for 100% of profiles in the database. When they are present, they can also be incomplete or duplicate, within the same database as elsewhere (inter/intra database duplicate rate). To begin with, you must therefore have in mind the state of the data collected channel by channel, to implement reconciliation mechanisms
2
Focus on the meaning of the Background data
Focus on the meaning of the data
This is the definition you give to a piece of data. For example, a customer for the accounting department will be a profile currently invoiced when a salesperson will define it as a profile that has received an invoice in the last few months… To start on a collective and shared basis, you need to establish key concepts upstream on what a customer, a prospect is…
3
Take an iterative approach Background
Take an iterative approach
The idea is to break down the initial problem into simple elements to avoid heavy projects with tunnel effects. Prefer short projects, quick wins, which quickly demonstrate their value.
4
Think about the project as a whole Background
Think about the project as a whole
A project to implement a single vision cannot be just an initiative of the marketing department, but must be included in a real business approach that includes all the professions around the customer: sales, customer service, support, etc.
5
Consider the market reality Background
Take into account market reality
There is no magic to unify data. To start the project, you need to have quality data available.
