What are some of the challenges with creating 360 degree customer views?
While the benefits of a 360-degree view of the customer are universally accepted, most businesses still face challenges when it comes to making this a reality. The main challenge lies in bringing together data from disparate sources. For example, if you are a B2B marketer, your customer’s data is stored in a CRM system like Salesforce.com while customer order data sits in an ERP system. If you run an e-commerce store such as Shopify, your customer’s inbound source, purchase and contact information will reside in your store, however, valuable demographic or behavioral data will reside in social platforms such as Facebook or Google.
Because so much customer data is now generated, manual integration of data is no longer an option. Fortunately, there are plenty of integration solutions for the most common use cases. For example, Salesforce integrates with over 100 ERP applications via its App Exchange. If you are running an e-commerce store implementing social sign on, and allowing customers to sign on and/or share content using Email, Facebook or Google will allow you to unify the numerous identities that make up an individual’s digital life into a single persona.
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If you are an e-commerce marketer or a digital direct to consumer brand a powerful yet simple way to get a 360 view of a customer’s purchase, demographic and Facebook ad response data is to combine Facebook social sign on, Facebook pixel and your store data into Google Analytics (GA). By taking these steps you will be able to construct a consolidated view of 1) how a consumer responds to any Facebook powered ad; 2) how much the customer spends; and 3) the customer’s demographic data (age, hometown, etc).
Once you have customer activity and behavior being tracked in GA, you can easily analyze the data with an Automated Business Analysis platform like Outlier. Rather than look for every data point Outlier identifies the most impactful and compelling insights from your data. This is important because otherwise, you will be sifting through the data and likely miss important changes to customer buying behavior and large customer patterns. Read this case study to see how Jack Rogers had a 360-degree view on the customer to identify product interest in sandals and quickly launched an integrated marketing program targeted at specific customers, resulting in 30% increase in year-over-year sales.