Connecting customers to relevant experiences is proving to be extremely powerful, enabling brands to leverage their rich data intelligence to deliver significant incremental gains in sales, engagement & service. As organisations take their second, third and further steps in personalised experience they increasingly ask challenging questions, interrogating and understanding what personalisation should actually ‘be’ for them. These questions come thick and fast as stakeholders across the business recognise that marketing, data and technology can now execute targeted and tailored 1-1 experiences and race to exploit these new capabilities.
At Loop Horizon, we talk about drawing a direct line between customer intelligence and customer experience – e.g. when the barman at my local asks: “The usual?”
It sounds simple, but the way his brain captures and processes my beer preference is immensely complex (let alone retains it, and makes decisions / takes action based on it).
Luckily for us it’s much simpler to capture and process customer intelligence from digital platforms. One of the best tools to do this consistently and accurately is a data layer.
I talk about data layers more than your average person, so I thought I’d best get some ideas pinned down and shared. Here goes.