The challenge
Fragmented data is leaving your customers with flawed experiences.
A complete view of your customers gives your company a competitive advantage. The problem is knowing where to start. You need to make informed decisions by integrating the right data from all customer touchpoints so business users and analytics teams alike aren’t bogged down in fragmented data. You probably recognise the following issues:
“I’m under pressure to make the most of our marketing budget.”
When marketing budgets get cut or re-appropriated, it’s critical to make data-driven investment decisions to reach your goals more effectively.
“I need a better way to identify qualified customers and prospects.”
Many companies today use a variety of tools and technologies to manage customer interactions. When datasets don’t talk to one another, your best customers get lost.
“My customers demand consistent experiences.”
Your organisation has many groups driving customer interaction and engagement, but to the single customer receiving all these messages, you are one brand. Disparate datasets leave you with a disjointed customer view and inconsistent messaging.
Signs of data disintegration:
Your analytics team is flooded with inefficient, ad hoc requests from internal stakeholders.
Your disparate data systems result in an incomplete view of your customers.
You’re unable to make predictable marketing investments.
You’re working with data systems that don’t link online and off-line counterparts.
You’re unable to get real-time actionable information and insights.
"84% of marketing executives describe identifying users, personalising messaging and measuring impact as ‘very important to growth..."
"…but only 14% report having ‘strong capabilities in these areas."
“Customer Recognition: How Marketing is Failing at its Top Priority,” Econsultancy and Conversant, 2016.
The solution
Take analytics to the next level.
A Toxic Data Habitat vs. A Thriving Data Habitat.
A toxic data habitat occurs when departments manage data in silos without working toward a single, cohesive view of the customer. This weakens your company’s ability to communicate consistently with your customers across all channels.
vs.
A thriving data habitat is cultivated when departments work together to share data from as many sources as possible. IT, off-line and online marketing, product development, merchandising and customer service teams, all collaborate to bring a complete customer view into focus.
Customer Intelligence = An insightful view of your customers gained by integrating and analysing data from multiple touchpoints and enabling you to target high-value segments, engage audiences and drive customer action.
Cultivating a thriving data habitat leads to:
A deeper understanding of your customers’ wants, needs and motivations.
A single place to view data about your customers and prospects.
Hyper-targeted audience segments to create campaigns that resonate with customers and drive results.
Prioritised segments to help you to work more efficiently while giving your customers exactly what they want.
Creating a clear customer view is easier than you may think. By mastering the art of data integration, your company will be able to:
DISCOVER
high-value audiences through holistic data collection, audience segmentation, analytics and machine learning.
ACTIVATE
customers with audience profiling and management.
ENGAGE
your audiences and drive action with targeted ads, content and options.
Piece together all customer data and interactions into a complete and useful view.
Learn how in “The Art of Integration.”
The Adobe Advantage
Know your customers with Adobe.
Adobe Experience Cloud can help you to democratise insights while using data integration to see your customers in full, brilliant colour.
Analytics software uses a project-based environment, machine learning, drag-and-drop interactive tools to find insights and reusable projects that blend different views of data to tell intuitive stories about your customers. These stories will help you to create captivating campaigns that persuade your customers to take action.
An audience management platform that lets you combine in-house, customer-level data with third-party data can help you to create specific audience segments based on a variety of traits and behaviours. Marketers can then use those segments to enhance targeting and personalisation across every channel.
Learn to turn your customer data into customer intelligence.
Follow along as one of our senior product managers shares his tips on how to organise data and processes for smart insights on getting customers to convert.
Adobe is a leader in digital intelligence.
The “2017 Forrester Wave: Digital Intelligence Platforms” report is in.
Adobe outperformed 9 platform providers in 15 key digital intelligence capabilities, including:
DIGITAL ANALYTICS
DIGITAL ENGAGEMENT OPTIMISATION
DIGITAL DATA MANAGEMENT
Customer story
Data that’s music to your ears.
Data is everywhere and organisations like Sydney Opera House understand its importance. Using Adobe Experience Cloud, Sydney Opera House turned millions of data points into customer intelligence. With this new understanding of their audiences, they are creating engaging, personalised experiences for their customers before, during and after their visit to the iconic venue.
“Sydney Opera House and Adobe have innovation and creativity deep in their roots. The initial attraction for us with Adobe was to ensure that we could partner with someone who absolutely shared our values of innovation and excellence.”
Louise Herron
CEO, Sydney Opera House
Sydney Opera House relies on Adobe to:
• Personalise experiences for more than 1.2 million annual attendees
• Drive retention and return visits by engaging customers pre- and post-visit
• Provide consistent customer insights with an integrated technology platform
• Optimise website experiences to simplify transactions and drive revenue
Integrated data makes our customers smart.
Bringing people together often leads to innovative breakthroughs. The same goes for data. Now is the time to work toward creating seamless customer experiences that are only possible in a thriving data habitat — one where silos are broken, departments come together and information from online and off-line channels combines to form a single view of your customers. Only then can customer data become customer intelligence.
You invest your marketing dollars based on insightful data.
You can integrate your datasets for a complete customer view.
You deliver consistent experiences no matter when or where you interact with your customers.