November 3, 2014 | Written by: Mark Weber
Categorized: Customer Analytics | Marketing
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Marketers use a range of customer engagement, analytics and social services across customer-facing channels to gain insight into customer behaviors with web and behavior analytics, and to drive customer interactions with rich media or ratings and reviews. These services all can provide a wealth of important customer data marketers can leverage to improve segmentation and offer targeting in omni-channel campaigns. Leveraging this data from owned, paid and earned media can provide a significant advantage to increase relevancy, personalization and targeting of marketing offers and actions.
Richer customer profiles in IBM Campaign & Interact help drive more effective segmentation logic and targeting of offer assignment in Campaign flowcharts. Integration of customer data from external sources spanning customer demographics, transactions and behaviors across channels can be used to improve overall customer awareness and relevant data to be used in building Campaigns.
Some examples of sources of this data to better define targeted segments come from many marketing data sources, including:
- previous responses
- profile data
- customer registration data
- customer behavior
- orders and transactions
- loyalty program
- participation in social media, rating, reviews and gamification
Marketers are increasingly working with partners such as ad networks, survey vendors, multivariant testing vendors, and email service providers to execute their marketing programs and leverage customer behavior and profile data across their marketing services ecosystem. IBM Digital Analytics DDX provides common consistent tag management and syndication of real-time first-party data analytics to any integrated services. The buy and sell side digital marketing service providers in the IBM Digital Marketing Network help marketers quickly and easily integrate innovative IBM and partner digital marketing services in just a few clicks. As a result, marketers can maximize customer engagement and response across all their digital marketing eco-system solutions:
- Data Management Platforms for enabling the collection of audience intelligence to enable better ad relevancy
- Demand Side Platforms for buying digital advertising by managing multiple ad exchanges
- Ad Networks for making it easier to buy targeted ad inventory from numerous sources
- Search Marketing for marketing promotion via paid and organic search channels
- Social Engagement and Social Media Marketing for social media marketing or crowd sourced means
- Gamification for game-based loyalty promotions and rewards
This rich customer data can easily be brought into the IBM Campaign environment through a data mapping from any accessible database tables or formatted files. After the initial objects are created and tables are mapped by IT, marketers can then begin creating marketing Campaign flowcharts leveraging the added customer profile data for more effective segmentation and targeting independent of IT.
The Universal Data Interchange (UDI) data mappings speed up the process for IBM Campaign to be up and running quickly with customer related data from external applications for marketing business users to start defining audience segments in flowcharts.
Benefits of the UDI mechanism for creating the metadata mapping approach include:
- Access and map data needed for marketing campaigns typically residing in multiple sources and repositories, data feeds & services – including database tables and formatted files
- Allows campaign logic to select targeted customers using queries on available fields in multiple data sources in their native location
- Insulates campaign designers from building SQL queries and reliance on IT
- No need for proprietary datamarts, ETL, data warehouse
Benefits of this approach are documented in a case study using Gigya’s social network login and customer engagement solution for use in IBM Campaign for segmentation and offer targeting: Case Study – Gigya Connected Consumer Management Suite integration with Campaign c’s solution provides customer social profile data such as:
- User registration data, reviews, shares, comments, feeds, participation in loyalty and gamification features of the website
More examples on the ways to segment customers based on demographic, behavioral and social media profiles are provided in this post from Gigya
For all the technical details on using external customer and marketing data in IBM Campaign with UDI, you can follow up in Campaign Table Mappings section of the Campaign Administration Guide.