Over the last two years, digital trends are anything but static. consistent with the 12th annual
Data analytics report from e-Consultancy, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first.
But customers don’t just expect rich digital experiences.
To form an enduring impression, businesses have to provide personalized content that makes a unified journey across channels.
New technology and market changes are constantly pushing the envelope on digital experiences. Businesses can’t simply configure their data analytics once and ditch it. Instead,
they have to be adaptable and switch to real-time data and insights to stay the pace.
The right technology acts as a foundation
Analytics already helps thousands of companies unlock data in real-time for immediate, actionable insights. Businesses that use Real-Time Customer
Data Platform can pull the proper data from the foremost relevant sources to make personalized experiences in real-time across any channel at scale.
A strong digital foundation must be met with a digital-first strategy.
Start building yours by understanding the newest data analytics trends for 2022. to realize a competitive edge, you’ll need to:
Storing clean and reliable data isn’t enough — it must be usable.
Because data is usually gathered from disparate channels, platforms, and systems, businesses got to centralize and standardize it.
That way, data can quickly be queried, accessed, and activated in ways that will support real-time decision-making.
Customer data platforms like Real-Time CDP can help unify customer data into one actionable profile.
These profiles are refreshed in real-time and can be activated by different teams as customers’ needs change.
Using this approach, one customer was ready to reduce their data refresh cycle from 72 hours right down to just 14 seconds.
Agile practices encourage teams to check-in small, quick iterations.
A business that has relevant and accessible data goes to better equipped to work out the causes and effects of an experiment.
Today, customer engagement is inherently omnichannel.
Having the ability to research content and methods across channels is critical for understanding relationships and impacts across customer experiences.
Working on this trend is going to be especially crucial in managing changing customer expectations, but few businesses are currently well-positioned to try to do so.
Consistent with Econsultancy, only 33% of practitioners consider their organization’s ability to create experiments to check within the field as strong or very strong.
Establishing a robust testing program can bring valuable results,
whilst needs change. for instance, a number one entertainment brand had many members cancel reservations thanks to the COVID-19 pandemic.
Using integrated omnichannel data, the corporate retargeted those customers with personalized email campaigns.
They then analyzed which customers had initially canceled and later completed new bookings post-shutdown as a result of those campaigns.
With these insights, the brand made updates in real-time and saw a 3 times lift in engagement as a result.
To deliver meaningful experiences, businesses got to know their customers. meaning having a solid grasp of their behaviors, motivations, preferences, and needs.
One additional datum can reshape an organization’s entire understanding of an audience or an experience.
By designing personalized customer experiences using just a part of the journey, organizations risk wasting their marketing resources and losing valuable opportunities to interact with customers.
Businesses that will translate omnichannel data into insights can identify the proper moments within the customer journey — and then deliver the personalized experiences which will leave an enduring impression.
Already, marketing organization leaders are pulling ahead — 82%
observe new and changing customer journeys powered by their data insights. for instance when an entertainment brand activated Real-Time
CDP and Customer Journey
Analytics to supply ongoing analysis and personalized customer experiences, the approach led to an engagement lift of 3 times in email campaigns.
It’s not enough to translate data into insights. to succeed in customers with the proper experiences at just the proper moments, businesses got to discover actionable insights quickly.
Right now, this is often a knowledge trend where leading marketing organizations are pulling ahead. Of leaders surveyed by Econsultancy,
65% rate their speed of getting insights as strong or very strong, and 64% rate their speed of working on these insights even as highly.
To gain a competitive advantage, businesses have to use AI and machine learning to automatically surface insights and rapidly build customer experiences from omnichannel data.
Some businesses are already seeing the advantages.
ESRI learned from their AI insights that customers with a propensity score of 90 to 100 convert 3x above average scoring customers.
Similarly, when NVIDIA used AI-driven insights to reallocate their media spend, they produced a 5x lift in conversions on certain campaigns.
Data privacy may be a delicate landscape to navigate. In response to shifting popular opinion and high-profile corporate data scandals, it’s had to evolve constantly.
While CIOs have to navigate highly complex data privacy and compliance standards, businesses also must earn their customers’ trust to access their data.
As customers become more protective, they have to feel confident that the advantages of sharing their data outweigh any possible downsides.
Businesses got to use data responsibly and effectively, and also think creatively about ways to bring customers experiences that are well worth the exchange of their data.
Technology is important to use privacy rules across customers, brands, and regions. enables businesses to satisfy regulatory requirements and customer expectations across their enterprise through rich privacy and policy controls.
These controls not only ensure consumer privacy is respected — they also make businesses more efficient.
A consumer grocery client using Real-Time CDP reduced the time spent on fulfilling privacy requests by 50%
So,The future of customer engagement is going to supported by consented first-party data
Despite Google’s upcoming deprecation of third-party cookies, only 21% of practitioners consider themselves prepared for the top of the third-party cookie.
Businesses that ensure they’re equipped to navigate this shift and can act on first-party data will have a competitive advantage.
“Here we’ve to think about the future,” said Andreas Pauschert, senior consultant of analytics at SSI Schäfer Shop. “Cookies will soon be a thing of the past,
which is why we are getting to use an enormous information system .”
Get before this data trend by building a future-proof and versatile foundation for customer data management.
Brands need the power to manage both known and pseudonymous customer data with the proper governance in situ to make sure marketing is both responsible and effective.
Personalization at scale is ideal.
Understanding customer behaviors give marketers the chance to interact through experiences, offers, and content curated precisely to however customers chose to interact.
Through personalization, businesses are building a trusted relationship that’s consistently positioned to know and react to changing customer needs.
While personalization can create exceptional customer experiences, unlocking it requires the proper technology.
A unified technology stack can manage a business’s digital architecture, advanced analytics, centralized content, and digital asset management —
all to supply actionable insights on customer behaviors. to succeed in customers at just the proper moments,
businesses also need fully integrated and automatic cross-channel campaign management tools.
This enables same-page, next-hit personalization which will happen in only milliseconds.
So,Throughout 2021, businesses that were ready to navigate disruption and shift to digital experiences found themselves
ahead in terms of monetary performance and customer advocacy. Others struggled to include the cultural and operational changes to unlock data and insights.
In 2022, accessing real-time data and actionable insights are more important than ever.
With the pace of innovation,
there’s a chance for data analytics to be both smarter and friendlier so businesses can improve their ROI.
confirm your organization builds omnichannel data analytics
into the core of its digital strategy to tap into valuable insights and make better digital experiences for patrons.