Activating data to improve the omnichannel experience


Consumers today move continuously and seamlessly across channels and devices. Which means that marketing professionals need to as well.

This requires considering strategies for both omnichannel data integration and omnichannel data activation that will provide a more holistic view of your client’s customers. By meeting your target audience where they are, and interacting with them in the channel that is most engaging to them, you will be able to deliver a true consumer-first experience.

But how do you get started?

Here are three key steps for activating your client’s data to improve the omnichannel experience.

Connecting the dots

Data activation can span the use of 1st-, 2nd-, and 3rd-party data. However, having multiple data sets is not always as great as it seems for marketing professionals. Without a clear understanding of how to segment data, marketing professionals may unintentionally create an intrusive ad experience. Improving your understanding of your customers’ identity through search activities, purchase intent, and device usage opens multiple doors for creating personalized, trustworthy experiences and, ultimately, driving conversions.

Additionally, a good data strategy will segment data in a way that controls variables to allow for testing. Marketing professionals must leverage cross-device technology to build a person level data strategy that allows for 1:1 consumer engagement. By taking a hard look at your data and understanding where you could be connecting the dots with a cross-device strategy, there’s a huge opportunity to build a more personal relationship with the consumer.

People power

Instead of taking a cookie- or device-based approach to data activation, marketing professionals should be thinking about a people-based strategy. In fact, in order to give consumers the best brand experience, the concept of “channel” should ideally be eliminated from the marketing plan. A fluid, continuous brand experience not only delivers a more effective and relevant message to consumers, it also decreases the chance of annoying your customers as well as limiting wasted media spend.

For example, consider an agency partner for a Telco company who wants to drive acquisitions for their client and segments data so that they are able to have a single view of their client’s customers. They have video assets that work across all screens. A partnership with a strong activation engine (DSP) that excels in cross-device can help drive their client’s mobile phone sales.

In this scenario, a customer first sees a video on their mobile phone. They then engage in further research and complete their purchase on the Telco’s website on their laptop. This user would then be excluded from further acquisition messaging and instead would be followed by services messaging.

Test and learn

Putting the consumer and their journey at the forefront of your marketing requires developing an ongoing process that will continually evolve and expand. A strong framework for measuring data is critical when it comes to determining if a data strategy is working. Implementing a formal “test & learn” framework where new data-driven ideas are brought to the table, tested, and evaluated is a powerful way to ensure the best results.

Once data is activated, it becomes an incredibly powerful tool that can be used in a variety of marketing strategies. While there are potential challenges along the way, agencies can unlock a wealth of new insights and revenue streams for their clients by following the right strategy for data activation.