Data, data everywhere, but not a drop to drink
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The document discusses the challenges of data silos in marketing, emphasizing the importance of context for enhancing customer engagement and conversions. It highlights the necessity of integrated data and team collaboration to deliver personalized marketing experiences. By leveraging context marketing, businesses can break down silos, create effective campaigns, and improve customer retention and satisfaction.
Data, data everywhere, but not a drop to drink
- 1. Data, data everywhere, but not a drop to drink Why data silos are killing context and conversions DEMAND MORE PERSONALIZATION
- 2. Do you know your website’s average bounce rate?
- 3. Good, you should. But do you know why people are deserting when they should be converting?
- 4. Let’s assume you’ve got good products. But the rules of conversion come down to context: Right time Right channel Findoutmore> Right context Right customer
- 5. To market in context you have to: Know how your customers and prospects have interacted with your brand (which means you’ll need some seriously integrated data). Engage with them on their terms, not yours (and you’ll need the means to get real-time insight from that data).
- 6. Context also requires everyone to work as one big family, focused on the customer.
- 7. Great marketing (you know, the kind that delivers great business outcomes) is a team effort. And you can’t share ideas, data, and campaigns when teams work in silos. But that’s not all. Really great marketing relies on huge pools of data. Data that (somehow) needs to be turned into valuable customer insights.
- 8. Teams sharing data insights will always out-perform lone rangers building their own data silos.
- 9. Every business has all the customer data it needs to wash away the real competition. Butwhendataoughttobefresh… andflowingbetweenteams… it’sdammedupinstagnantsilos.
- 10. And that’s a big problem. Because this data isn’t really data at all. It’s people.
- 11. You need to engage with people who are… Unique (They don’t segment themselves, so why do you?) Annoyed (Random, irrelevant marketing just makes them mad.) Uninterested (They’ve got enough to worry about— why should they give a darn about you?) Individual (Are you just a collection of data points? Thought not.)
- 12. There’s a gap between the way marketers want to treat people... (personalized, tailored experiences) …and the way they’re able to treat them (split everyone into a handful of broad segments, lock them into a nurture flow, and hope for the best).
- 13. This execution gap can be tough to get across if you can’t put customer data in context. And as we’ve already seen— it’s context that drives better business outcomes. So why is it so hard to get Context Marketing right? Here are three reasons...
- 14. Your data is chaotic A single view of the customer is just a pipe dream While you’re busy analyzing a gazillion reports, your competitors are busy getting a head start Without a behavioral data engine, there’s no way to make sense of the chaos
- 15. Your tools aren’t integrated Pointsolutionsanddatasiloscreate unmanageableinfrastructures Ifdatacan’tflowbetweenmarketing applications,howcanteamsshare customerinsights? Yourmarketingoperationsare splitintotribeswhentheyshould beaunifiedempire
- 16. And your channels aren’t quite omni enough There’snoconsistency—people getdifferentexperiencesat differenttouchpoints(nothing makespeopleabandonasale likeabitofwell-timedinconsistency) Devices,notcustomers,dictate the experience (that’s the customer experience,right?)
- 17. Crossing the execution gap seems like a tough ask. You’ll need to enable all your teams to create, distribute, track, analyze, and measure personalized, real-time interactions and engagements. That’s where Context Marketing comes in— with it, you’ll be able to…
- 18. Break down data silos to get that single view of the customer you’ve always dreamed of. Right consumer Because you really know every customer— inside and out Right content Because you know every customer’s interests and needs Right time Because you know exactly where every customer is on their journey Right channel Because you know which channel will have the biggest impact with every customer Findoutmore>
- 19. Turn data into the context behind truly personalized experiences. (The kind that make people leave smileys on feedback forms.)
- 20. Stride into a new world of omnichannel automation, where consistency is king. (Better wear shades—it’s bright out there.)
- 21. When you get Context Marketing right, you can crush your silos and unleash your data. And that means you’ll: Help your teams work with each other, not against each other Create and deliver fabulous campaigns and experiences (that get fabulous results) Win more customers—and keep them coming back, time after time
- 22. Context Marketing can help you achieve great things. Now it’s time for you to get started. It’s time to bring everything together. And put it all in context.
- 23. Next steps Context Marketing visionaries understand that effective personalization requires a shift in mindset. Find out what it takes to bring context to your marketing in our ebook: 7 Lessons from visionary Context Marketers Download > 1 7 Lessons from visionary Context Marketers DEMAND MORE PERSONALIZATION 7 Lessons from visionary Context Marketers Why the Context Marketing mindset matters —and how you can get it
- 24. Sitecore is the global leader in experience management software. The Sitecore® Experience Platform™ manages content, supplies contextual intelligence, and automates communications, at scale. It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, in real time. More than 4,400 of the world’s leading brands—including American Express, Carnival Cruise Lines, easyJet, and L’Oréal—trust Sitecore for context marketing to deliver the personalized interactions that delight audiences, build loyalty, and drive revenue. Visit us at sitecore.net