Published April 5th 2019

Get closer to your customers by breaking down data silos

Start making the most of your marketing data.

Change is beneficial, but it definitely isn’t easy. It’s been a long journey, but businesses have finally started using data to fuel their marketing, research, planning, and measurement.

However, each of these functions are traditionally siloed, sitting within different teams and dependent on a variety of different tools. There are multiple dangers of siloed data, which can often lead to the wrong conclusions about your market, brand or customers.

Talking about customers… when it comes to delivering a seamless end-to-end CX, marketers must have a complete view of that customer and explore how they can optimize it with data insight.

So how can you get closer to your customers by breaking down data silos?

When approaching an integrated marketing strategy, it’s often helpful to start with a baseline made up of data you understand. This creates a foundation that can be repeated with other data and processes.

For instance, take social media – the world’s largest searchable archive of unbiased data and a key touch point in the large majority of customer journeys.

Try to humanize this data and it will become far easier to understand and action.


Social selling

As soon as social media started to grow up, the applications for sales became evident. Social selling has taken on a life of its own – a quick search on Google makes that pretty clear.

Sponsored advertisements, how-to blogs, guides, and even consultancies… It’s a micro-industry in itself.

From research to real-time alerts, social listening has a big part to play in social selling. But that’s not the only application of social and sales data.

Combining social media with sales data is key to providing tangible ROI to marketers, and customer conversations online can add a much needed context to sales figures.

Using tools that can make this analysis simple help marketers quickly see the value of their work, as well as help sales departments easily spot fluctuations in their sales with social data.

How do search and social data complement each other?

We behave differently across each of our digital touch points. On social media, we’re emotive. We lead with our hearts, get into heated debates, give advice, love and laugh.

Now spin this around to Google search where we often lead with our heads. We have questions we want the answers to, and while we may go on a tangent, it’s mostly directed and to the point.

However, on social there’s nowhere to hide. We’re tied to our names, handles, or avatars so we’re always acting under a certain degree of scrutiny. The opposite can be said for Google, where we have the full privacy of a search box.

Combining these data sets provides a contextually rich snapshot of your customers and market, giving another layer of practical insight.

Social + Web Analytics = no brainer?

The more you understand the customer journey across all touch points, the easier it will be to achieve higher conversion and retention rates. Understanding how users interact with your site plays a pivotal role in this.

Is high volume traffic useful if there’s a high bounce rate? Have resources been focused on a channel that isn’t performing? What happens after users land on the website?

These are all questions that can be easily answered and make a significant and lasting effect on your marketing outputs.

Web analytics provide meat to the engagement and traffic you glean from social. If you are struggling to prove the ROI of social then focus on the metrics that clearly show the impact of social referral traffic.

Siloed data will always exist in some way or another, but the more we do to combat it, the easier all of our jobs will be. Decisions based on gut instinct don’t cut it anymore and in order to make customer-centric decisions, marketers need access to all of the pertinent data.

If you need help in creating a single customer view and bringing together multiple data sources in your reporting, give a try – it’s free and there are no strings attached. Try it out and let us know what you think, we’d love to hear from you.

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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.