Big Data and Personalized Customer Engagement

In Big Data by Freya Smale


Getting the customers you want

As marketers and customer success managers, we feel compelled to check out each new app that promises more and more detailed insight into our customer data. I mean, who doesn’t want to learn more about customers’ social lives, habits and feelings?

But sometimes it’s easy to feel overwhelmed by the data, and most of us are still looking for the right marketing channels to take advantage of the wealth of customer information available to us.

Big Data, the rise of marketing technologies and the growing budgets available to CMOs have together resulted in a vast amount of customer data now at our fingertips, which we can leverage for business growth.

Demographic vs. Behavioral Data

One category is based on “external” data, for example demographic data that can be collected about users on the Web: users’ geographic regions, language, age, sex, social circles, habits, network, and industry. Personalization in this arena is already highly advanced, with many solutions available. For example, solutions exist that allow you to match your website’s experience to each visitor’s profile. Other solutions are based around retargeting, remarketing and advertising.

The second category is more about your specific solution or service, based on customers’ behavior and engagement with it. Examples of this could be telephone calls to specific countries and at specific times, financial habits, assets and insurance plans that fit the specific needs of each person, shopping for certain goods based on size, style, sex and so forth. Many marketers and customer success teams struggle with how to make the most of this “intrinsic” domain, since the methods for utilizing this ocean of available information are less obvious.

Customers’ Wants and Needs

In a world where consumers are constantly bombarded with marketing and advertising content, anytime, anywhere, effective customer communication must be relevant, personalized, emotional and clear.

This ambiguity of how to use behavioral or intrinsic data soon will fade away, since customers today seek transparency, clarity and more of a personal touch from the service providers they work with and where there’s a market need, technology follows.

Personalized Customer Engagement through Personalized Video

Personalization alters the way you communicate with your customers. And personalized video is the only channel that allows companies to develop relationships with their customers, based on the most relevant content that matches their specific profile, preferences and needs.

Video has the ability to create emotions, to excite, to inspire in ways that static images or words on a page (screen) do not. For complex ideas – like mortgage statements, onboarding details, and so on – video makes the complicated simple.

And when the video is personalized – with something as simple as including the recipient’s name, or as complicated as a full walkthrough of their account with suggestions on how they can save money (click to watch a personalized video example)– it makes an emotional connection with customers that improves their loyalty, positively impacts retention and can even drive additional sales.

Learn First-Hand at Idomoo’s Session at America’s Customer Festival

You are invited to learn first-hand as Yotam Ben-Ami presents how PPL, US Cellular, Vodafone and Cadbury have been able to fuel customer satisfaction and boost acquisitions through personalized videos. He will be speaking about how to “Delight your customer and grow your business through personalized customer engagement platform,” on the second day of the conference, September 16, at 11:50 am. We also invite you to visit us at booth #25.

It has been said that if a picture is worth a thousand words, then one video is worth millions. And a personalized video is worth more than both! Learn how to put personalized video to work for you and your customers, to delight them, to engage them, and to grow your business.

This is a guest post from Idomoo head of marketing Ronit Soen. You can grab them on LinkedIn or Twitter at @Idomoo or over on their website.