So far, we’ve focused our big data posts on developing a greater understanding of what it actually means and how it can work for you. Technical knowledge aside, the most important piece of the puzzle is understanding how to connect it to customers. Therein lies true optimization.
Putting hype behind us, most companies are experiencing a need to make data practical. They need to learn the best form of application to see results, and making data relatable to real customers is one of the first steps. Telling a personal story with abstract information can be challenging, but this is where a marketer’s intuition comes into play. Data analyzation is simply a means of gaining customer insight that leads to better decision making. Those decisions are the ones that lead to impact on business growth.
Technology’s impact on customer experience only continues to rise, presenting an opportunity to better learn what customers want. Once companies have figured that out, they must decide how to deliver it, using a combination of technical skills and natural intuition.
With the help of data experts, the information at a company’s fingertips will help them shape customer perceptions when they matter most – during the purchase cycle. By dissecting customer desires on a higher level, it’s possible to directly influence buying decisions by engaging prospects when they are most interested, but before they slip away.
Today’s customers are accessing your information and products on a wide variety of devices and in varied situations. They’re more connected than ever. Companies must adapt by capturing as much information as they can about a prospect’s profile, history and context. With that data, they can develop systems to ensure that all information placed in front of customers is relevant and appealing.
In addition to optimizing the customer experience of existing leads, organizations can use data to expand into new markets that previously felt out of reach. All it takes is a deep knowledge of information to understand that buyer’s story. Through targeted analyzation, they can figure out what those groups need and intervene with answers in the form of products or services. They must simply determine the areas of focus and ask the right questions. Companies who do that will be met with a wealth of truth that creates a path to sales.
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