We recently exhibited at the ADMA Data Day in Melbourne and spoke with many marketers looking to learn how they could get more from their existing and growing data.
We need to be careful and understand what we can do with data, especially in the context of the recent Australia Privacy changes that came into effect in March of 2014.
Once you’re on top of the privacy changes, it’s time to look at how you can create a more personalised CX (Customer Experience) and delight both prospects and customers with your ability to communicate with them and have them feel like you’re only communicating to them.
Where to start?
The first step has to be your profile data – this fixed type of data tells you the basics. It should also tell you about the person’s profile in the context of your business, which products and/or services have they purchased. How long have they been a customer? Are there upcoming renewal dates to be aware of?
If you’re a high transactions type of business e.g. lots of small transactions, is this history recorded so you can mine it for future marketing efforts? Even if you only invoice a customer two or three times a year, but for larger amounts, is that transaction history available for your marketing efforts?
Which begs the question? What is your “Digital” source of truth? For many companies, it will be the CRM (Customer Relationship Management) platform. It could be Siebel, Oracle CRM On Demand, Salesforce, NetSuite or even a home-grown contact database.
It’s likely the CRM currently connects with your back-end systems, perhaps the ERP (Enterprise Resource Planning) platform or another finance system.
What about those the pieces of that puzzle?
The “pieces of the puzzle” are often right in front of, but trying to compare profile data with behavioural data is difficult. These two types of data are defined below:
Profile Data includes:
Name, street address, products/services purchased, customer service interactions i.e. case management, in-bound calls, current leads and/or opportunities in play etc.
Behavioural Data includes:
A contact’s Digital Body Language, their navigation over your website, their social interactions, form completions, offers downloaded, email open rates, email click-through rates, landing page visits etc. Recency is another important behavioural data point – has your customer/prospect visited your digital properties within the last X period?
Your client is on a 12 month contract which expires in 3 months. They have your Bronze level product and have spoken about some of the limitations with your Customer Service team. They’ve also raised a Case/Service Request with your customer service team regarding some issues in the past 4 weeks – the case was Closed and has a status “Successfully Resolved”. Their CFO has looked at your Silver and Gold level products within the past 2 weeks.
This scenario uses a few data points:
From the CRM:
- Contact details for the CFO
- Contract Duration
- Contract Expiry date
- Product itemisation
- Case/Service Request history
From the Marketing Automation Platform:
- Using an Eloqua dynamic Segment based on the profile details within the CRM you identify that the contact has a contract renewal due.
- Behavioural data showing that the CFO has looked at Silver & Gold products on your website within the past 2 weeks.
- Using an Eloqua dynamic segment, the CFO is automatically dropped into a segment and sent a reminder 60 days before renewal.
- Based on the Case logged in the past 4 weeks, the reminder includes reference to it being “Closed Successfully”.
- Dynamic Content can deliver a contextual message based on recent the recent case.
You’re limited only by your imagination
Once you understand your buyer’s joinery, both pre-sale and post-sale, you have the opportunity to engage using Marketing Automation. The engagement can be triggered by a range of data points from your CRM and/or behavioural activity captured by Oracle Eloqua Marketing Cloud.
Contact us today to learn more about how you can drive your CX strategy through integration.