To deliver contextually relevant customer experiences, you must be able to capture and synthesize customer data on the individual customer-level, and that’s what the martech stack is really missing today. On top of that, the ability to do so in real-time is paramount.
So, why not just go to IT? As a marketer, you’re collecting this data, and IT is storing it somewhere, after all. Well, marketers get frustrated when they can’t even get two data sources integrated in a timely manner, no less an entire individual customer view! Increasingly, marketers try to circumnavigate IT because they don’t want to have to rely on them to get things done. You should have access to customer insights in order to be on top of every micro-moment with your customers, so you can deliver only relevant and seamless experiences.
Besides having a great product or service, marketers must be able to engage with customers on their terms. This means interacting with the right experience, at the right time, through the right channel. The promise of treating each customer the way they want to be treated is an imperative customer experience goal, but it’s still a struggle for many to achieve. A report from the eConsultancy Group found that: “47% of brands say they have a “strong capability” for providing relevant communications, while only 35% of consumers say communications from their favorite brands are usually relevant.
Today, we have so many marketing and customer engagement tools and technologies, and a plethora of customer data. But, what is often missing is the brain. The brain is the central nervous system that delivers greater value to all the tools and technologies in the martech stack, and provides your brand the critical component it needs to truly deliver on the promise of smarter customer engagement through greater customer knowledge.
Your entire martech stack needs to be by the marketer, for the marketer. Make sure that you measure and communicate success, and think about that up front before you start to build out your brain: What does success look like? What actual KPI or metric are we going to use to measure success? Don’t be afraid to get your hands dirty because, in the end, it will be worth the effort.
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