Once you get past all of the hip terms, marketing spin and phrases, the building blocks are your data.
Your ability to personalise, create tailored segments and deliver the right content to the right people at the right time is all governed by your first-party data.
The key point I made in this section of the webinar was to ensure you “look at your data”. I don’t mean just a sideways glance; look at the data and understand what you have linked to each Contact.
Once you build your Segment/Audience, you can view Contacts. From there, you can apply various Views to analyse the contact data in context.
For example, you may create a Segment based on the campaign objectives and the provided brief. Or, you may be playing a little retro and upload Excel spreadsheets.
At this stage, review your data and identify opportunities to enhance the CX. You may observe that you have high-quality Industry data for most Contacts. While industry was not a key part of the campaign brief, it may provide an opportunity to further personalise the campaign.
That personalisation may take the form of imagery that reflects the Contact’s industry. It may also be worthwhile to share what you’ve discovered with your copywriter and explain how you can use Industry data to further personalise the copy.
This is Design for Automation. Taking into consideration how to enhance your CX and driver better outcomes overall.
