A: With the nature of how we interact, companies have multiple martech vendors that engage in multiple ways — through email, through display, through social. With a customer profile, you can have the most up to date information on a customer that you can then activate in any channel.
If I have information that comes from a click an email and then the customer goes and accesses the website, that information is going to flow to the customer profile. The next time I advertise that profile, it's going to be more updated and I’m going to be able to offer more personalisation.
Let's say that I live in Los Angeles and I go to Ford.com. I decide that I want to potentially buy a truck. If I start throwing off signals with my behaviour on the website — for instance, if I go to the build-a-truck option versus view offers and incentives, I’m giving off a behavioural signal that I might not be price sensitive, so that could be a good signal for Ford to combine with, say, the data point of “from California” so that the next email that I get shows a truck in the Hollywood Hills. They know that would speak to me.
You can use a profile to catalyse any marketing channel and so instead of wasting time and money with a lot of educated guessing, you can actually use accurate, up to date, real-time information in any channel. You can orchestrate complex journeys and you can approach more personalised marketing.
And at a base level, customer profiles help you to identify your most valuable customers. When you know that, you can augment or magnify it. You can do look-alike modelling to acquire more potential customers that look like your high-value customer profiles.
We talk about most profitable customers. A lot of times we equate them to being the most revenue-generating customers. But companies have some revenue-generating customers that cost them a tonne of money. That information can also be collected in a customer profile.