PHASE 3:
OPTIMIZE CAMPAIGNS ACROSS CHANNELS
Unifying customer data in one location is just the beginning. From there, companies need to be able to activate data across their marketing channels to enable personalization at scale. That means syncing customer data to channels like an ecommerce interface, Facebook, Salesforce Marketing Cloud, and other customer touchpoints to send personalized content, offers, and experiences that result in higher conversions and more revenue.
Avoiding the engineering backlog
Personalization initiatives can be time-consuming and expensive when companies lack a single source of truth for their customer data. That’s because engineering resources are often required to download customer information from one source and upload it to another for activation. For example, if a marketing organization wants its daily email blast to include personalized content based on recent browsing activity, it may need to sync thousands or even millions of values from its data warehouse to its email platform every night.
Meanwhile, engineering may be contending with a backlog of requests to sync new data to marketing channels, making it nearly impossible to have the agility and speed required for effective personalization.
Syncing data to marketing channels to drive incremental revenue
To send the right messages to the right people at the right time, marketers need to be able to build audience segments and activate customer data on relevant marketing channels themselves, without having to submit an IT ticket and wait for engineering help.
Out-of-the-box solutions like Simon and Segment, which have prebuilt connectors to platforms like Google, Facebook, and popular email systems, can help eliminate the need for engineering resources. Marketing organizations may also opt to build their own customer data platform solution, which comes with great flexibility and power, but a higher integration cost.
Giving marketers direct control over targeting and segmentation can dramatically improve campaign performance. For example, one Snowflake customer previously relied on engineering to update the audiences of their most important ongoing campaign. Because the process was so onerous, they could make only four adjustments per year. After implementing continuous optimization via Snowflake, campaign performance improved by 300%, resulting in millions of dollars in additional revenue.
Download the full ebook in PDF format to read and share with your team.