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Centralise & leverage all data sources to deliver personalised experiences [Catapult series]

22 Apr 20206 minutes read

In our third article in our Catapult series on omnichannel personalisation, we talk about why and how you should centralise and leverage all data sources to deliver personalised experiences.

I have worked with a wide variety of different organisations over the last 15 years, with varied levels of digital maturity. One of the most common areas for improvement that I come across, is the need for a single customer view. Too many organisations are collecting data from a wide range of sources, such as sales, marketing and customer service tools but are not centralising it. This is putting them in the position where they cannot fully leverage the full power of it. 

Think back just five years and the number of data sources you were able to collect data from was far fewer than what we have now, and it is only going to grow more. Just think about the IoT, as more and more consumers engage with different devices, the amount of customer data is going to expand exponentially. If you have not yet addressed this issue, it is something you need to focus your time and energy on soon, especially if you intend to deliver truly personalised experiences to your customers.

The key advantages to centralised data

To deliver a truly successful personalisation plan, it has to be heavily data driven. You need to centralise all your data and make sure that your customer data can be easily distributed to any channel or external tool. There are a number of advantages or reasons for doing this, especially when it comes to personalisation: 

Centralise all your data sources

As discussed in our previous article, there are a variety of different software that you can choose from, for example; Adobe Experience Cloud, Episerver Commerce and Content Cloud or Sitecore Experience Platform, which will comfortably handle a scaled up personalisation plan. All these organisations offer you products to centralise your customer data as well, such as Data Management Platforms (DMP’s) or Customer Data Platforms (CDP’s), namely:

These are just a few examples of platforms you could invest in, but there are others on the market that may be better suited for your unique needs. Our advice is to do your research and the required due diligence, as this is not an area you want to have to change in the future.

Enabling you to better leverage your data

These platforms enable you to aggregate and organise customer data across a variety of touchpoints to be used by other software and systems for marketing efforts. They empower you to leverage everything you know about each customer by:

This short video on Adobe Audience Manager (a product that is part of Adobe Experience Cloud) shows you, by way of example, how you can better leverage centralised data using segmentation, audience traits and a variety of different data sources:

join us Next TIME...

Next in the series, we will be looking at audience segmentation and targeting – creating audience segments, personas and segmenting your audience by context, behaviour and demographics.

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