Understanding what customers really want is something marketers have been trying to do for a long time. We used to rely on comment cards, feedback forms, and suggestions boxes marked “How Are We Doing?” Surveys, focus groups, polls—there are many ways to get people’s opinions and preferences. But most researchers can tell you the real truth about these feedback mechanisms: People generally say one thing—and then, they do something completely different.
The numbers don’t lie. That’s the great thing about advanced analytical models and methods. Instead of asking people what interests them, we can see which pages they visit, understand how long they spend on the site, understand which words and phrases they used to search the web, look at view their purchase history, and much more. IBM Solutions can help improve the customer experience in real time, whether your customers are browsing on their desktop computers or mobile devices.
Most organizations such as SMBs (small medium businesses) are overwhelmed by the explosion of information being fuelled by double-digit growth in Big Data, mobile, cloud and social technologies Their challenge is to gain value from the massive amounts of data they have. Other organizations are dealing with bad data and inconsistent data management systems. And when you use bad or incorrect data to drive your marketing messages, the results can be disastrous. Without the right foundation in place to collect, manage, integrate and share data effectively, these businesses will continue to struggle in their attempts to address customer needs.
There are many ways to gain access to the right data. You need to make sure it’s accurate, and share it with the people who need it. IBM enables our clients with Marketing Analytics solutions to provide the foundation for making smarter decisions, delivering successful campaigns―and ensuring stronger customer relationships.
Consider the wealth of data available though social media channels. Many global organizations spend millions of dollars conducting research to understand what captures customer loyalty. But innovative companies are using IT solutions to monitor, report on and respond to what social media users are saying about them—and their competition.
For example, Kraft Australia recently realized that changing demographics were part of the reason the longtime brand message for their Vegemite product line was failing to resonate with audiences. Using Business Intelligence solutions, they were able to analyze posts in user-generated content to gain insight into what global consumers thought about Vegemite—and they retooled their marketing approach accordingly. Read the case study to learn more.
So, what are you doing in your organization to use customer data and insights to power your interactive marketing initiatives? Share your insights with me.