Customer Insights: Crucial for Your Marketing

Customer Identity|6 Minute Read

Customer Insights: Crucial for Your Marketing

Everyone wants to be recognized as an individual. And your customers are no different.

The first step to understanding your audience is to unearth customer insights about them:

Their demographics, behaviors, and other critical information in your data analytics solutions that can ultimately help you better market your products and services to them.

Practically every company want to treat each member of their customer base as an individual. (Despite what some consumers worldwide may think about businesses today).

Without knowing who a given prospect or customer is through some sort of identifier, however, that’s a hard feat for organizations in any industry to accomplish.

With that in mind, ask yourself:

  • Do you actually know everyone who visits your website or opens your app?
  • What about the percentage of prospects and customers you can recognize online?
  • At the end of the day, how “complete” is your organization’s customer data set?

You may have some identifying information about some of your contacts that allows you to track some of their online behaviors and engagement with your brand in real time.

(In other words, just some insights.)

Your goal, though, should be to turn all unknown individuals in your database into known ones. Why? Because that’s the only  way you can become truly customer-centric and deliver highly relevant, well-time marketing campaigns and lifecycle messaging.

And that is only possible by unearthing customer insights about your audience.

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Why customer insights matter so much for your company’s marketing efforts

The benefits of identifying everyone in your system — and, in turn, being able to monitor their activity with your digital presence over time (and in real time) — are clear:

  • Less guesswork as to what to promote to specific prospects and customers
  • More data-driven, individualized experiences you can provide to contacts
  • Comprehensive, consistent profiles for each person in your database
  • Better understanding of customers by aligning your cross-channel data
  • The ability to leverage machine learning (e.g., customer lifetime value model)
  • A stronger likelihood you’ll increase sales and overall customer engagement

What’s more, your customers can also benefit from providing their unique identifying info.

Offering their info enables you to provide bespoke experiences to individuals. For example, you can provide better content or product recommendations based on their interests.

With BlueConic’s pure-play CDP, you can realize these benefits — and provide a stellar experience for customers — thanks to our platform’s Profile Recognition Dashboard.

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BlueConic’s customer recognition ratio and Profile Recognition Dashboard

In our CDP, your customer recognition ratio is the percentage of engaged, identified profiles with one or more unique identifiers. That includes email, phone number, customer ID, and the like.

(Note to BlueConic customers: To access the ratio, navigate to the top-right corner of your BlueConic tenant, scroll to where it says “New Dashboard,” then click create.)

This ratio helps BlueConic users better understand the number of database contacts for whom they have at least one critical piece of information that can inform their marketing.

The more customer insights like these identifiers companies accrue, the more personalized and individualized marketing they can serve to their target audience.

Arguably the biggest pro of a strong customer recognition ratio is prospects and customers can be easily recognized and segmented based on one or more identifying criteria.

In turn, they can be targeted with relevant, timely, one-to-one messaging and high-quality customer experiences.

Regardless of the BlueConic connection from which you secure identifiers (CRM, DMP, email service provider), those identifiers will be standardized across your stack.

This standard identity, formed in BlueConic from all profile details for contacts unified from disparate systems, provides you with a true single customer view.

That is, you get a more complete picture of individuals and where they are in their respective customer journeys.

The trick to improving your ratio, as you might’ve already suspected, is to gradually obtain at least one identifier (ideally several) for every anonymous individual in your database.

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How to identify unknown contacts using our pure-play customer data platform

The customer insights unearthed in their Profile Recognition Dashboard allows BlueConic customers to convert anonymous profiles to identifiable or known profiles.

Following this conversion, our customers can then engage these newly identified contacts in a relevant manner based on the stages of their particular buying journeys.

Turning your unknown prospects and customers into known contacts, though, requires asking yourself and your team a few key questions, including:

  • “What data points can we use to identify our existing customers online?”
  • “What unique identifiers are already available from current connections?”
  • “Is there any identifying info stored in our other systems or the data layer?”
  • “I have multiple brands or channels: Which unique identifiers are available that can be reused for my other brands? Which unique identifiers apply only to one of our brands? And does each unique identifier have the same name or a different name?”

Gaining clarity you have in these areas means gaining critical customer insights that can inform your customer engagement efforts (e.g., cross-channel lifecycle orchestration).

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Unearthing essential, actionable customer insights: Simple with our CDP

There are fairly specific actions BlueConic customers can take in their instances to gradually enhance their customer recognition ratio over time.

Start with your BlueConic Profile Recognition Dashboard to get an at-a-glance view of how many customers you can already recognize online, then:

  • Set up BlueConic Listeners, which can store cookie values and grab unique identifiers loaded from an email click-through, for example. Behavior Listeners can read UUID values loaded in parameters, like those from email, while Rules-Based Listeners collect data from checkout forms.
  • Connect BlueConic to other systems that can read, import, export identifiers from those solutions: Think Salesforce, Facebook, transactional data systems, and countless other martech platforms.
  • Use external pixel trackers to find out which customers open your emails and BlueConic session cookies to help build customer profiles progressively.
  • Take advantage of profile merging to combine profile properties from two separate but linked profiles and achieve a single customer view.
  • Build customer segments to target customers for who are active but anonymous. These individuals obviously like your content, so it’s time to collect an email address or other unique identifier from them to continue building the relationship and learn to better orchestrate their customer lifecycle.

As you can see, our CDP can give you granular insights regarding who’s who in your database and help you turn anonymous individuals into known contacts.

There are many ways to understand consumers’ behavior and gain insights that lead to better business outcomes (e.g., focus groups, market research, customer service records).

But it’s features like the Profile Recognition Dashboard in our CDP that provide you with the clearest, most comprehensive customer insights that can augment your marketing efforts.

Request a demo of BlueConic’s pure-play CDP today to learn how you can gain crucial customer insights that can improve your engagement efforts.

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See what BlueConic can do for you.

Whether you’re looking for operational efficiencies or improved marketing effectiveness through data activation, our customer data platform can help.