Published March 26th 2019

How to use integrated data to drive your marketing forward

Discover how you can drive your marketing forward by bringing your customer data together into one cohesive view.

Marketers are expected to manage multiple campaigns and audiences at the same time and use the data generated from these activities in clever and innovative ways.

The question is, how can we be expected to do this effectively when the data needed is stuck in silos?

The benefits of integrated marketing data are endless: better decision making, more effective reporting, increase efficiency and business growth.

In this blog post, we’ll cover 5 key steps to integrating your key data sources and creating a single customer view:

1. Bring clarity to your customer journey

All marketers are keen to learn more about their customers and get closer to them. In fact, we’re becoming customer obsessed trying to relentlessly improve CX.

The problem is that there are countless customer touch points, both online and offline.

The customer-journey is messy and fragmented and tracking it appropriately takes time and effort.

The first step in this process is identifying each of your customer touchpoint and mapping them to a journey as best as possible.

This journey, of course, will change depending on your personas and products. However, having a high level overview will help create the sub journeys.

Creating personas requires a balance of data and subjective knowledge. From marketing to account management, your customer-facing teams know your customers best: talk to them.

Then look at the data and analyze behavior, preferences and motivations. The more confidence you have in your personas the easier it will be to understand them and reach them at the right time.

The ability to view these essential sources in tandem, allows marketers to not only have an overview of the customer journey in real-time but also identify opportunities more quickly.

The more value you provide at each stage, the happier your customers will be. This will in turn lengthen the customer lifecycle value, helping you and your brand succeed and grow.

2. Be safe

With over 350,000 tweets posted per minute, a brand crisis could occur any moment.

One of the ways that brands can avoid a reputation crisis is through an integrated marketing strategy.

Having a hold on all of your key data sources, being able to visualize them in a single view, all while doing it in real-time, will allow marketers (and beyond) to be as prepared as possible in the event of a crisis.

This may require collaboration with other teams in order to achieve and aligned view. When it comes to crisis monitoring there are some obvious starting points:

So you have connected your data sources in real-time and have a clear view of the information at hand, but quite often issues evolve beyond the marketing team. Therefore, you need to be able to seamlessly share this information with the relevant teams.

3. Enable your team to be truly data-driven

Data is absolutely everywhere but the fact of the matter is that we still don’t know what to do with it.

One of the keys to being more data-driven is to look at what is at hand and attempt to organize that. Don’t try to bite off more than you can chew.

A good place to start is to identify the key challenges that make cause blockers for a data-driven marketing approach. Common barriers include fear of failure or getting comfortable with ambiguity.

Having identified the challenges, you must put a plan in place that will help you achieve your goal. Lead by example, be open to change, collaborate and if lacking experience, hire data-specific roles.

4. Make smarter investments

How many times have you heard “We didn’t have enough time” or “the deadline was too tight”?

As marketers, we are constantly fighting against the clock and that’s unlikely to change.

Given digital media budgets are to increase by 82% in the next 12 months, marketers need to be making the right investment if they want to prove ROI. By the law of marginal gains, if you optimizing and improved each area by at least 1% on a consistent basis, you are on track for a gold medal.

This information shouldn’t be reserved to the marketing team, it has organizational-wide reach.

Marketing and customer insights can provide value to numerous teams in the business and can help align the organization on the importance of the customer voice.

5. Look beyond traditional sources and successes

Brands are never remembered for good marketing.

It’s the ground-breaking, innovative and creative marketing that goes down in history.

The beauty of an integrated data approach is that by optimizing other areas of your marketing, your team will have more time to think outside the box and apply previous successes and learnings in meaningful way.

Take Spotify’s 2016 campaign, which perfectly leveraged content, tone and channel. The campaign highlighted a selection somewhat bizarre Spotify listener habits and put them front and center on billboards across the US.

This exhibited a powerful understanding of their customer and audience but more importantly, creatively leveraged the data they had at hand.

The success of this campaign was not down to luck, but clever data-driven marketing.

The more you champion a data-driven and integrated approach for your team the easier it will be to raise the bar of what you can achieve.

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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.