Chief Marketing Officer

SAS Executive Explores the Importance of Data on the Digital Customer Journey

Jill Dyché, Vice President, SAS Best Practices, SAS, discussed the evolution of the customer journey in her presentation to Argyle’s CMO membership at the 2017 Chief Marketing Officer Leadership Forum: Digital Marketing & Personalization in Chicago on Feb. 16. In her presentation, “Going Digital, One Dog at a Time,” Dyché examined how each customer now has a different itinerary along the customer journey.

According to Dyché, data is powerful in marketing organizations and animal shelters alike. To illustrate this point, Dyché described how she deployed a data-driven marketing approach to drive pet adoption at a California animal shelter.

Dyché noted the risk of dogs being euthanized at the California animal shelter was high. However, with a data-driven approach, she was able to help connect dogs with families consistently.

A data-driven marketing approach requires marketing organizations to collect a broad assortment of data and analyze it closely. By doing so, marketing organizations can identify customer behaviors and trends and tailor their marketing efforts accordingly.

Comparatively, a data-driven approach enables an animal shelter to empower families with information about dogs that are available for adoption. As a result, animal shelters can leverage data to find ways to reduce their kill rates and help families adopt dogs faster than ever before.

“The more data and more it’s pushed out, the greater the likelihood of adoption,” Dyché stated.

Dyché indicated the adoption process at an animal shelter sometimes can be complex.

In many instances, the lack of a streamlined adoption process prevents animal shelters from achieving their immediate and long-term goals.

“Every interaction is an opportunity to collect more data.”

Thanks to data, animal shelters can help families learn about dogs and make informed adoption decisions. Animal shelters can even collect data about dogs that are available and share it across multiple channels.

Data also enables animal shelters to identify internal problem areas like long wait times and address such issues.

At the California animal shelter, Dyché said she was able to learn about the pets that were available and provide families with comprehensive details about them. She was able to address incorrect assumptions linked to some of the pets as well.

“Some of the assumptions we’d been making about dogs and cats were wrong,” Dyché said.

Dyché even used a data-driven approach to identify socioeconomic demographics in relation to the kill rate of dogs in various neighborhoods.

“The lower the socioeconomic demographic in a neighborhood, the higher the kill rate of dogs,” Dyché indicated.

Ultimately, how a marketing organization deploys data is pivotal. A marketing organization that allocates the necessary time and resources to collect and assess data may be able to implement meaningful business improvements day after day.

“Very simple data or even a video accompanying a dashboard can make all the difference.”

If a marketing organization implements a data-driven marketing approach, it may be able to optimize the value of every customer interaction. This organization will understand how to provide personalized customer experiences as well as ensure customers receive the support they need at all times.

“Every interaction is an opportunity to collect more data,” Dyché noted.

How an organization visualizes data can have far-flung effects too.

Although data is readily available, understanding this information and transforming it into meaningful insights can be difficult for marketers at organizations of all sizes. With the right approach to data, marketing organizations may be able to overcome myriad data analysis hurdles.

A marketing organization may possess both structured and unstructured data from a wide range of sources. If this organization has the ability to visualize data in charts, graphs and assorted illustrations, it may be able to drive collaboration among managers and employees.

Data visualization tools make it easy for marketers to maximize the value of data. These tools usually are simple to deploy and empower marketers with the insights they need to help a company improve its products, services and customer interactions.

“Very simple data or even a video accompanying a dashboard can make all the difference,” Dyché pointed out.

Moreover, data enables marketers to create customer profiles at any time.

A customer profile often helps marketers tailor their business efforts based on a company’s target audience. This profile may be adjusted over time and ensures marketers can deliver pertinent, engaging messages to customers.

Going forward, data collection and analysis should be an ongoing priority for marketers, and for good reason.

Marketers who can develop effective customer profiles will be able to stay ahead of customer and industry trends. Plus, these marketers will be better equipped than others to build trust with customers – something that may help a company differentiate itself from the competition.

“As you look at your customers and look at their profiles and the data enrichment of their profiles, it informs a certain, more relevant, action,” Dyché stated.

Visit Argyle Executive Forum's 2019 Marketing Dinner: Leading Change and Collaboration in Chicago, IL on Sep 10, 2019

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