ENTERPRISE IT
Analytics joining the dots “ The power of data and analytics means businesses are now able to draw together multiple pieces of information about customers to drive highly targeted marketing outreach ,” explains Scott Logie , Customer Engagement Director at Sagacity , and Chair of the Customer Engagement Committee at the Data and Marketing Association ( DMA ). “ The days of blanket advertising to your entire customer base are gone , with those that continue doing this not only wasting time and money but also being viewed as increasingly outdated by their consumers , while many of their competitors hit the target with increasing accuracy .”
If used effectively , analytics tools can join the dots between people and products . “ It should help answer key questions about who your customers are , where they came from and the value of what they ’ ve bought , but then also what they are likely to buy in the future , through which channel and what value they will drive in the future ,” Logie explains . “ This data can support more targeted and creative marketing engagements and develop better customer relationships as a result .
“ For example , if a telco is launching new upgrade bundles that combine multiple phone deals with data or streaming services , analytics can be used to identify the segment of customers who are likely to be interested , such as families that all have multiple phones registered to the same household . Ultimately , people buy from people and using analytics enables businesses to increasingly treat customers as individuals , make marketing more cost-effective , and avoid damaging relationships .”