The customer journey
Multiple questions have to be asked in this process. For a company launching its data-driven believe and its people-based strategy, it will do to easily identify the tool that will be able to unify the customer journeys and feed the tools of other departments. For a company that has to rethink its structure, it has to address the following points:
- Which are the tools that collect the data?
- Are they ready to unify the customer journey? If yes, which are the covered functional zones, and can they be addressed the same if a tool is deleted?
- With which flexibility can this unified client knowledge be put in disposition of the partners for each marketing action?
Going to an organization that’s clear of its technological ecosystem, will lead to multiple benefits. For example, a hotel chain can use a technology unique for unifying and activating its customer journey. Thanks to a clear ecosystem, this chain can be adapted to work in a smooth way on the whole chain: from data collection to data science to media.
This is an excellent example of a successful ecosystem. Each interaction is identified and the consumer journey is reunited.
The data is made available to a Data Lake built by a partner. This one carries out actions of Data Science to calculate probabilities of purchase. This data is sent back in the collection tool that enriches the user profile. It is then made available to media partners who can then optimize campaigns.
Having a clear ecosystem is to allow each of the company’s poles to be able to communicate in a fluid way and thus to gain in efficiency. Today for some, tomorrow for others, it is about providing the opportunity for Marketing and Data Science to work together. This to ensure that the CMO and the Chief Data Officer can settle on the same level. For this hotel chain, it was about making purchase predictions. This mechanism has great prospects ahead of it, particularly with a view to create the offers and services of tomorrow.
Source: Eulerian Technologies