Most brands today recognize the importance of having a comprehensive strategy, but doing so will become more complicated with the continued adoption of Internet Objects (IoT) in growth coupled with customer demand for further customization.
Consumers are gaining more and more Internet-connected devices, thereby expanding the number of touch points that companies must be able to communicate and extract information about their customers, according to Joseph Suria, Senior Marketing Manager, Tealium Asia-Pacific.
Explained in an interview with DTCDaily that they would have to be able to manage it and understand that they were marketing to an individual rather than a group of people with similar interests or considerations.
"Everyone will embrace the need to be in a full place and be the place of the customer, it will become bigger with the Internet and things will be more important for brands," he said.
With corporate deployment of comprehensive strategies, the ability to control single point communications and regulatory oversight will be of particular importance.
"Organizations need to know where their data is going, who has access to it, who has the ability to act on the data, and has a difference in the right place to implement the judgment. [for data privacy laws] Such as the GNP of Europe (General Regulations for Data Protection) and Singapore's Personal Data Protection Act (PDPA). "They should be able to be transparent about what they do with data."
He added that these data are usually created in silos and disparities, which complicates the management of customer information. Citing numbers from Netskope, pointed out that most companies use more than 90 kinds of marketing applications and data technology, making it difficult to collect and work on data in a timely manner.
He said that this complex environment is already deteriorating due to growth in martech, where there has been a 4000% growth in the number of vendors in the industry since 2011.
To address these challenges, Syria has focused on the importance of building a common data layer that lies in all lines of action within the organization to which the staff concerned can access. You need to create one unified view of data policies and access permissions.
He also urged brands to understand the data they need to collect, especially when integrating worlds on and off the Internet.
"There will always be a way for applications and" things "to connect to data, and if they are not fully connected, they should build a data model about that," said Syria.
For example, Cathay Pacific, a customer of Teleium and Hong Kong Airlines, used Universal Data Hub's proprietary Data Hub to consolidate data sets across the organization and create a single central vision for its customers. This data layer enabled the airline to perform real-time monitoring of user behavior and to understand and analyze data more effectively.
The data center supported the implementation of two targeted campaigns for the family in India and Cathay Pacific's 70% increase in total revenues, as well as travelers from Australia and New Zealand to Asia, raising revenue by 95%.
So what data are still elusive to capture? Syria referred to the personal data bank of the employee to know customers. "It's hard to say," he said. "You want to be able to extract [the right] The signals between the noise and the determination of consumer intent, but there are elements you can not pull such as personal relationships. "
He also stressed the importance of leading direct relationship with customers. While retail brands should take advantage of and access wider e-commerce markets such as Lazada and Amazon, they should also be aware of the need to control their customer data and establish greater understanding for their customers, he said.
At the moment, at least, with few players dominating the e-commerce market, retail brands will have to deal with these markets to access customer data as well as manage data from their customer interactions.
However, it was acknowledged that it would be difficult to mix typical data.