Modern marketing must be connected, joined up and integrated. As customer journeys have become increasingly complex, often combining online and offline touchpoints across multiple devices, more data is being created than ever before.
Designing and building a scalable data warehouse with the ability to capture data from multiple sources, cleanse, match and de-dupe the data so that you get a single view of the customer (SCV) is a prerequisite for better targeted activity. Beyond this, solutions that provide access to the single customer view at different touchpoints across the business – from customer service to point-of-sale teams - can help deliver an even better customer experience.
Increasingly, ‘data scraping’ is being used to unlock significant value. For example, ‘scraping and connecting’ competitor prices to other internal data sources means prices can be tracked, changed quickly and margins optimised. We have the skills in-house to do this too.
So, size isn’t everything; it’s what you do with your data that really counts. At Optima, we can help you do more.
The power of engaging people in a targeted way should not be underestimated.
Customer segmentation and profiling can add more colour and depth to your data. Beyond this, decision frameworks that identify next best action scenarios or using propensity models based on past behaviour can help you target customers even more effectively.
For these reasons, our business analytics team will help to answer questions like;
- Why is this happening?
- What if the trends continue?
- What will happen next?
- What is the best thing that can happen?
In addition, we can deploy ‘test and learn’ methodologies to help refine your thinking and ensure your analytics programme remains integral to your marketing strategy. After all, if you know more about your customers than anyone else, they are more likely to stay with you.
Gone are the days of one-size fits all communications.
Translating big data into smart data is only part of the challenge. Better targeting means more personal and relevant customer experiences at every touchpoint across platforms. Dynamic content and real time orchestration is the name of the game.
Data, processes and technology are key to this transformation. With many applications and multi-channel campaign management tools to choose from, it is a complex market with different solutions providing a range of functionality. Our independence, experience and technical know-how means we can support your vendor selection process and help you procure the right solution for your requirements. We can then integrate the technology with your existing architecture, operating model and build and manage your campaigns, if required.
From email service provider to enterprise marketing automation solutions we can help define your direction of travel and support you on your journey too.
Data storytelling is quickly emerging as a secret weapon. Extracting data and then visualising it in the right way so that people throughout the business can understand it can help build a competitive advantage.
Optima Connect is a Microsoft Partner and uses industry-standard Microsoft technologies to provide full-spectrum BI solutions for novice to power-users.
From building reporting data marts and OLAP cubes using SQL Server Analysis Services to reporting via a client’s preferred reporting software, Optima can ensure that a client’s BI and data visualisation requirements are met across the majority of modern operating systems and hardware platforms (including Windows, iOS, Android operating systems on PC, Mac, smartphone or tablet).
And if required, more advanced self-service analytics can be provided too including report building or database query functionality. All of which makes it easier for marketers to understand the data and tell the story.
