When customers interact with your digital properties, such as your brands’ websites or mobile apps, they implicitly and explicitly provide you with actionable information about their tastes, preferences and intent to transact. This information can significantly help you nurture and convert them from leads to customers, and from customers to advocates. You just might not know where all this data is, how to access it, how to analyze it, and, most importantly, how to activate it.
This is where the marketing technology stack comes into play. By using a set of marketing tools and technologies that help you collect, own and activate data, you can finally achieve one-to-one marketing and boost your revenue and market share. This omni-channel user data can come from everywhere: website interactions, viewable ad impressions, email opens, social media engagements and even data from offline sources, such as point-of-sale, call centers, CRM, BI and so on.
As you can imagine, successful implementation of the marketing technology stack calls for serious coordination among many moving parts. Specifically, you need to ensure that the right technologies are being tapped at the right time, and that the customer data model is well defined and actually implementable. In this slideshow, Boaz Ronkin, vice president of product marketing, Ensighten, examines each of the eight layers that make up the marketing technology stack.
Click through for eight marketing tools that can help you boost revenue and market share, as identified by Ensighten.
Customer system of record: This can be your CRM, call center or BI system where you organize your customer information, and into which you import externally generated information that you purchase or generate through marketing activities. It contains valuable first-party data that you have collected yourself at the individual consumer level.
Open marketing platform: With over a thousand marketing technologies out there, you need a platform that orchestrates and enriches the right technology for the right consumer in the right channel at the right time. The platform ingests first-party data from your system of record and activates it in real-time across every channel and device.
Content management system (CMS): This is the presentation layer that helps you create and organize your online content around your products and services, and the keywords your customers use to find them. An open marketing platform can initiate calls to third-party data providers and supplement your first-party data for more effective segmentation and analytics. The platform can also embed omni-channel profile data into the CMS so that you can personalize onsite experiences using omni-channel data that isn’t natively available to the CMS.
Inbound marketing: This includes the programs you run to capture the traffic coming to your site using landing pages with registration forms for white papers, webinars, case studies and other demand generation assets. The open platform can capture this important information, incorporate it in the visitor’s omni-channel profile and activate it through conditional loading of technologies and enrichment of such technologies with this data.
Outbound marketing: Here we are looking at direct email solutions, ad delivery platforms, social networking monitoring and response solutions and other tools to generate leads. You want to track consumer interactions within these initiatives so that you can feed the data into the omni-channel profile and use it later.
Marketing automation: This is a toolset that automates all campaign activities, sorts leads based on selected criteria, and nurtures leads through the sales funnel and updates your CRM. Again, you want to integrate the data into the omni-channel profile for more targeted marketing across channels and devices.
Customer management: Once a prospect becomes a customer, you should initiate more intimate, personal and relevant interactions that increase the value you provide to the customer, and, with that, the customer’s lifetime value to you. This is where the omni-channel consumer profile really shines: by tapping and acting on this rich set of data, you demonstrate to your customers that you pay close attention to their individual needs, tastes, and transaction preferences.
Insights and analytics: This final layer enables you to test the effectiveness of every interaction, understand what works and what doesn’t, and identify your most important marketing optimization projects. An open marketing platform can pass the omni-channel profile data into your analytics solution, so that you can have a true 360-degree view of individual consumers and a deeper understanding of the performance of individual campaigns and creatives.