Sage Advice

Improve the customer experience with big data


If you're not using business intelligence software to learn about your customers, then why do you have it all? In today's business world, consumers expect a personalized experience from brands, and failing to give them what they want can lead to lost sales. Big data creates an opportunity for any company to collect information about their customers and optimize their interactions with the business. Below are a few strategies marketers should keep in mind when focusing on delivering the best possible customer experience:

1. Learn what data can be most useful.

There is so much data floating around about your customers that it can be nearly impossible to harness it all and turn it into actionable insights. Marketers have to understand this and create a strategy that centers around the client information that can be most helpful. According to an article for MarketingProfs, a large majority of the best data will come from a small set of information streams. However, marketers shouldn't get complacent and only rely on those data sets all the time.

2. Align big data and business goals.

If the information you are collecting and your goals aren't correlated, you may want to change up your big data initiatives. Harnessing information streams without any particular reason will prove to be worthless. A recent article for the CMO Network that appeared on Forbes stated that marketers must have a purpose for every source of data they analyze. Whether they're adding to the client base, improving customer satisfaction or making products better, it's important to have objectives in mind.

3. Focus on the customer journey.

Understanding which marketing tactics worked the best or how buyers ended up making a purchase can be valuable information. MarketingProfs said analyzing customer behavior is one of the best ways to optimize their experiences. Don't fail to pay attention to one of the most useful sources of information.

Need more?

Check out our Big Data section.

Go Big Data




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