Companies (and often, the tools they use) collect and analyze large amounts of data to better understand their customers and provide personalized experiences.
However, collecting data is just the beginning. To truly harness the power of data, companies must activate and automate it to create better, more timely customer experiences.
What Are Data Activation and Data Automation?
Activation of data refers to the process of making it actionable. This means taking raw data and turning it into insights that can be used to make informed business decisions. Activating your data involves cleaning and consolidating it, and then analyzing it to uncover patterns and trends. Once you have these insights, you can use them to make decisions about everything from product development to marketing campaigns. For example, if you see a surge of highly qualified leads coming in from a recent marketing campaign that all are from the financial services industry, but you don’t have collateral to support this persona, you may want to develop a page on your website specifically touting how your product can be used to reduce that industry's common pain points.
Automation of data refers to the process of using technology to streamline the collection, analysis, and application of data. By automating your data processes, you can reduce the time and resources required to collect and analyze data, freeing up more time to focus on using those insights to drive better customer experiences.
How Data Activation and Automation Lead to Better Customer Experiences
Activation and automation are two trendy words right now in the marketing space. They are rising in popularity for a reason: when done correctly, activation and automation enable better experiences – quickly and with fewer resources.
By activating and automating your data, you can gain a deeper understanding of your customers' behavior and preferences. This allows you to provide personalized experiences that are tailored to their specific needs and interests. For example, if you know that a customer has purchased a certain product in the past, you can send them personalized recommendations for similar products in the future. By showing that you deeply understand who your customers are and what they want, you are more likely to increase customer lifetime value and loyalty.
Personalization is appreciated by 69% of customers as long as it is based on data they have explicitly shared with a business.
Improved customer service
Data activation and automation can help you identify patterns in customer behavior that can help you anticipate their needs and provide better customer service when the need arises. For example, if you notice that a customer has repeatedly contacted your support team about a specific issue, you can proactively reach out to them to offer a solution before they even have to ask. If there is a larger segment of users experiencing similar issues, you can use the feedback to influence product or content creation to rectify the issue from occurring again, and eliminate friction points that cause churn.
More efficient marketing
By automating your data collection and analysis processes, you can identify the most effective marketing channels and campaigns for reaching your target audience. This can help you double down on channels or campaigns that are bringing in the most qualified leads in the most cost-effective way, and improve metrics like CPC and ROAS.
Better product development
By analyzing customer data, you can gain insights into the features and functionality that are most important to your customers. This can help you make more informed decisions about product development and prioritize the features that will have the biggest impact on customer satisfaction.
Activating and automating your data is essential for providing better customer experiences. By using data to personalize experiences, improve customer service, optimize marketing efforts, and inform product development, you can build stronger relationships with your customers and drive business growth.
In fact, we’ve seen the power of activation and automation first-hand. Clients who trust us to deploy automated systems while activating data across channels realize an increase of ROAS by 3-5x.