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Four Steps for Harnessing Data to Build Customer Engagement

Posted by Bart Heilbron on May 14th, 2014 at 1:33 pm

Big Data is booming. It's no secret that utilizing data in the correct way can unlock some amazing insights that can help you reach your business goals. The problem? Many companies simply do not know how to leverage their data appropriately to reach business goals, and one of the ways to reach these goals is to improve a customer's online journey.

Data can be structured, semi-structured or unstructured and can be found in several formats, such as video, images or text. This explosion of Big Data calls for new approaches capable of processing and analyzing large amounts of data in real-time.

An approach that brings these different types of data together presents an tremendous opportunity for marketers  -- each customer leaves a trail of data behind wherever they go, whether it be on mobile, social or the web. This trail of data can be called the customer journey, and knowing and truly understanding the journey of each and every individual that interacts with a specific brand is what Big Data allows us to do, for the first time in the history of marketing. Why is this important? So brands can actually influence, steer and help that individual in his or her journey. For instance a visitor who is orienting online to sign up for health insurance, can be influences in real-time to chose the right package, using individually fitting arguments (e.g. price, service, expert recommendation, etc.).

One of the key steps toward improving a customer's online journey is segmenting customers based on Big Data gathered online. However, as the volume of this data continues to grow, you may ask yourself: where should I start? The following infographic answers that question for you. It explores the four steps marketers should take in order to leverage Big Data and drive the most business value, including:

  • Dividing your customer data into controllable segments
  • Selecting the business goals you want to pursue
  • Checking which data segment supports your business goals best
  • Start profiting from Big Data!

For the full infographic click here.

One Response to “Four Steps for Harnessing Data to Build Customer Engagement”

  1. Ruud says:

    Good read, thanks. The link to the infographic didn't work for me though. But I found it here
    http://www.blueconic.com/Infographic-Big-Data-for-Marketing.htm

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