Data Democratization: Vital for Business Success

CDP|5 Minute Read

Data Democratization: Vital for Business Success

Just 38% of companies were “data-driven organizations” in 2020, per NewVantage Partners’ Big Data and AI Executive Survey. Additionally, only 28% had a strong “data culture.”

The reasons preventing these businesses from becoming data-centric — and, thereby, customer-centric — vary. For instance, some have poor data quality (i.e., low data integrity).

But many of these organizations simply don’t (or can’t) provide easy access to the comprehensive customer data their growth-focused teams — marketing, analytics, customer service, ecommerce, etc. — need to succeed in the modern business climate.

That is, they don’t have a single source of customer truth that enables data democratization:

The sharing of critical information — including and especially first-party data — to these teams and, in turn, help them make critical business decisions in real time.

The solution to these customer data management and business intelligence (BI) issues?

Develop a comprehensive data democratization strategy. More specifically, one that makes unified and actionable first-party data available to all business users responsible for interacting with customers and/or driving business growth — not just technical users.

data democratization

Data democratization: Key to unlocking revenue and accelerating growth

Adopt a direct-to-consumer business model. Implement a customer lifecycle orchestration strategy. Monetize first-party audience data. Develop new digital products and experiences.

These are some of the top growth-focused initiatives companies are prioritizing in 2021.

But these initiatives can’t be effectively realized without data democratization.

For example, marketing, ecommerce, and digital product often have to wait on over-burdened IT teams or costly agencies to create and share customer segments and scores.

By the time these teams receive said segments and scores, they’re days or weeks old. This, in turn, neutralizes their ability to deliver bespoke experiences across touchpoints.

Transformation-minded businesses are addressing this need for data democratization by investing in advanced tech — like BlueConic’s customer data platform (CDP). Why?:

Because our pure-play CDP unifies first-party data at the individual level and makes it available to all growth-focused teams and their tools in a format that allows them to better understand and engage customers.

That is, our CDP empowers them to deliver a fast-moving, end-to-end customer experience (CX) that leads to greater satisfaction and loyalty and mutually beneficial relationships.

Organizations that use BlueConic can provide this top-tier CX — and, just as importantly, unlock new, scalable revenue-driving and ROI-improving opportunities — by implementing the aforementioned initiatives with democratized customer data.

For example, Belgian Cycling Factory (BCF) saw rapid revenue growth with BlueConic:

  • Seven months after implementing our pure-play CDP, the manufacturer had created 1 million individual-level profiles for prospects and customers.
  • This unified (and democratized) data helped the company identify which bike models sell most often at each dealer’s showroom across territories.
  • Increasing inventory of top-selling bikes at the appropriate stores, based on this data analysis, led to a 15% rise in revenue for Belgian Cycling Factory.

Belgian Cycling Factory’s digital transformation continues to evolve. But one thing is clear: Democratizing customer data across the organization has enabled all BCF teams to become more agile and its leadership team to make better-informed, real-time business decisions.

data democratization

BlueConic: The data democratization system you need to succeed today

Attempts to repurpose database solutions designed for internal-facing parts of the business (e.g., operations, finance, data science) have proven ineffective for many companies.

Why? Because these legacy technologies, including master data management systems and data warehouses, don’t enable external-facing (e.g., consumer-centric) business users and teams to work effectively and efficiently in their day-to-day.

With BlueConic as their central system, though, these teams are set up for success.

For instance, BlueConic customers get a true single customer view — and, therefore, are able to democratize that first-party data across the organization. This enables them to:

  • Confidently utilize dynamically updated, accurate customer data: All data sources from all tools in their database ecosystem sync in persistent profiles in BlueConic, which update as new events (purchases, site visits, email and ad clicks, etc.) occur. This means marketing can activate data knowing it’s always consented, up-to-date, and accurate.
  • Build multi-dimensional customer segments that update in real time: Minutes, not hours, days, or weeks: That’s how long it takes to create segments in BlueConic. Aside from the time savings, segments built in BlueConic update as individuals’ profiles update. That means individuals fall into and enter segments as their profile attributes change.
  • More efficiently analyze and interpret data in a single user interface: Data analytics and marketing pros alike can easily evaluate behavior and engagement data for segments using the Profile Recognition Dashboard and Segment Comparison Insight. (Some customers, like goba Sports Group, even use BlueConic as their main BI tool today.)
  • Develop and deploy machine learning models in AI Workbench: This constantly refreshed data also enables business users to construct predictive models, including out-of-the-box ones that calculates individuals’ propensity to buy and churn (for non-tech-savvy users) and custom models using our Python notebooks in AI Workbench.

Some legacy systems unify all customer data. But only BlueConic provides an actionable single customer view that enables efficient analysis, activation, segmentation, and modeling.

single customer view

Where to start with your efforts to democratize — and leverage — your data

Companies’ tech stacks continue to grow. And yet, organizations continue to only utilize just 58% of their stacks’ “full breadth of capabilities,” per Gartner’s 2020 martech survey.

A big reason many businesses don’t tap into their technology’s full potential?

They lack an advanced single source of truth that connects with all other tools, resolves and normalizes data, and makes it accessible and actionable to all who need it.

And there’s no better system to enable data democratization than BlueConic.

Of course, onboarding our CDP is just one key step to building a data culture.

As BlueConic COO Cory Munchbach explained for Toolbox for Marketing, the best data-centric cultures are built top down. That is, business leaders prioritize change management:

“[A] lack of investment in people and process compromises how effective the technology can be. Only when all three elements work in unison can [business technology users] orchestrate effective change within the organization and maximize the value of a CDP.”

Upskill your existing personnel and/or add new team members as needed. Outline clear processes around data governance, utilization, and access. Execute your top use cases in BlueConic that contribute to business transformation and growth.

Carry out these core action items, and you will have democratized customer data across your organization and set your growth-focused teams up for long-term, scalable success.

Learn how BlueConic’s pure-play CDP can help you democratize your first-party data and create a single customer view for all business technology users.

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