Who is our customer? A question often difficult to answer with fragmented data across customer touch-points. Consolidating customers across channel touch-points is critical to building and understanding your audience.
Where do our customers come from? Answering this question is essential to building an effective, omni-channel customer acquisition strategy.
How are customers interacting with us? What are they saying on various channels? Collecting and organizing these responses is critical to maintaining a relevant dialogue with customers.
The ability to identify customers and attribute interactions to them allows us to become good listeners. We use BI to not only hear our customers, but also understand what they mean, by interpreting their interactions, identifying patterns and deciding how to respond.
What do we say to whom? Knowing customers allows for deciding what message/action will work best for each segment of our audience.
Over time, the marketing machine allows us to learn the right combination of where, when and how to interact with our customers to achieve maximum effectiveness and efficiency.