The power of full stack marketing automation and customer data platform for successful campaigns

In any business, marketing is a function that is in a constant state of flux. Consumer brands are working non-stop to acquire customers, engage them, and fight the hard battle to retain them. From a highly product-centric operation, marketing has shifted gears to become a customer-centric function over the years. Consumer brands need to possess a deep understanding of the customer to build long-lasting relationships with them. The most-loved brands all seem to have one thing in common: their communication and engagement strategy is high on context with 1-to-1 personalization. Their marketing always feels more organic, as it adds higher perceived value to a user’s journey.

However, conventional marketing operations lack the capabilities to help brands build individual customer profiles and personalized journeys at scale - critical elements for creating delightful customer experiences across all touchpoints. That is where a robust Marketing Automation solution comes into play. For the unversed, a full-stack Marketing Automation and Customer Data Platform enables consumer brands to drive results through effective omnichannel interactions and deliver a hyper-personalized experience to customers. Thus, let’s take a closer look at these tech-enabled forces and the elements that can turbocharge a brand’s customer engagement game.

Connect the dots

A Customer Data Platform (CDP) integrates real-time customer data from across channels and touchpoints on a single platform. This data helps build unified user profiles. CDP enables consumer brands to capture and organize multiple data types (personal, behavioural) across the customer journey. A layer of powerful analytics then processes the data, giving marketers access to a slew of actionable insights from a campaign management perspective.

Product Analysis features like Segmentation, Cohorts, Uninstall analytics help eliminate bottlenecks by designing highly-optimized funnels. With an added layer of revenue analytics like Recency, Frequency, Monetary (RFM) Analysis & tag-based analytics, marketing & product teams can optimize campaigns on the fly and also elevate campaign performance consistently. A robust CDP is no longer a good-to-have tool for brands but a must-have asset in their marketing arsenal.

Build intelligent campaigns

Access to comprehensive data and sharp insights helps brands get better at customer engagement. Brands are exploring predictive engagement - the possibility of serving a customer before the need has arisen. Marketers leverage predictive campaigns and intelligent omnichannel engagement strategies to serve latent needs and predict conversion opportunities. In the Engagement layer, brands can create visual workflows to create cross-channel campaigns that adapt to user behaviour in real-time.

Campaign Orchestration enables conversions across different touchpoints of the customer journey. By automating campaigns, brands seed targeted engagement triggers in the customer journey based on behavioural analysis - a mixture of analyzing user flows and also behavioural and personal data. In fact, ALT Balaji, an OTT platform, increased their user retention by automating the user journey. The brand sent contextual nudges to increase user engagement intelligently. This further drove more users to play video content on the platform.

Add a personal touch

If there is one thing to learn from one of the global e-commerce leaders, Amazon, it is their ability to deliver personalized experiences. The brand delights customers with a customized homepage curated with their preferences. Every individual’s Amazon experience is unique, tailored to their personal preferences.

The Personalization Engine enables such tailor-made experiences. It has the ability to extract information from the CDP to create personalized messages. It further delivers them on their preferred channel at the right time, Thus, it drives user engagement and retention and brings down the churn rate. Further, a visual workflow builder helps marketers craft dynamic lifecycle marketing campaigns by intuitively mapping data and insights from CDP to engagement channels and execute campaigns that deliver maximum relevance and value to customers in their brand journey.

In Conclusion

The power that data and automation bring to modern consumer marketing and customer engagement is massive. So, to thrive in today’s evolved marketplace, brands need 360-degree marketing intelligence. Thus, they can build a targeted engagement path. Data capabilities and seamless automation can enable businesses to:

• Unearth customer insights and optimize marketing campaigns to maximize revenue.
• Drive intelligent customer engagement and retention through a practical omnichannel approach.
• Forge more profound connections with customers by humanizing the brand.

In a nutshell, CDP and Full Stack Marketing Automation empower consumer brands to approach marketing campaigns from a revenue lens.

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