SIX GOOD REASONS TO USE CUSTOMER CENTRIC DMP

A Customer Centric DMP (Data Management Platform) enables the developement of company sales, the conversion rates improvement or the identification and re-engagement of your inactive customers. However, the level of individual client characteristics to take into account, and the level of available solution on the market can vary drastically .

NP6 DMP experts study six possible uses of a Customer Centric DMP that natively integrates marketing activation.

1. INCREASE YOUR COMPANY SALES THANKS TO CROSS SELLING

Cross selling consists of offering a complementary product to the one that interests the target. To trigger this additional sale, you must propose the right product at the right time and to the right person. DMP enables marketers to define a curated selection of items based purchase history and defined scenarios. When acquiring new customers with no purchase history, we use a look-alike algorithm to identify similar individuals from the brand’s known profiles. Similarly, we will up-sell to incite the buyer to opt for a deal of greater value, both the brand and for the customer himself.

2. OPTIMISE YOUR CONVERSION RATE USING ACTIVATION SCENARIOS

A successful sale is before everything else a well-placed message, at the right time and through the right channel. To achieve this, a DMP is an essential tool that enables to program scenarios in advance according to specific profiles and customer journeys (more particularly for long buying cycles). For example, when an interested customer abandons the shopping basket, the DMP can re-establish contact and transform the sale using a process based on A/B testing to measure a target’s saturation indicators. Finally, a DMP offers the possibility to identify browsing behaviour patterns to address prospects that have visited the same page X times with a personalised offer in regards to their historic behaviours.

3. ENRICH YOUR CUSTOMER KNOWLEDGE TO ENGAGE IN A MORE PERFORMANT CUSTOMER RELATIONSHIP

Customer knowledge has to go through the aggregation of different sources of information: website, offline data such as teller receipts, email campaigns, third party websites… The DMP correlates data with the purchase history and the specificities of each individual contained in the CRM. Algorithms enable the creation of refined segmentation (socio-demographic look-alikes, attrition risk scoring or propensity to react) adjusting in real time and providing the opportunity to have more impact, by creating loyalty messages for each type of target. Marketing distribution is optimised as the message’s reactivity scoring (and therefore the deliverability scoring) is continuously monitored.

4. OPTIMISE THE CUSTOMER EXPERIENCE, ADDRESSING THE RIGHT CONTENT TO THE RIGHT PERSON

The first rule of a conscientious marketer is not to reach unconcerned targets. Therefore, it is important to exclude audience segment that are not pertinent. To do so, we gather known data and compare it to personas and defined scenarios valorising the offer. We therefore isolate unconcerned individuals while preserving a greater chance to engage them at a more appropriate time and with their personalised offer. Content personalisation can additionally be sustained by a scripted browsing behaviour (ex. dynamic display of a curated content identified by the DMP). Finally, you must monitor the content personalisation process to preserve integrity throughout your various channels.

5. RE-ENGAGE YOUR INANCTIVE PROSPECTS OR CUSTOMERS THOUGH THIRD PARTY SOURCES AND CLUSTERS

To identify clients or prospects (when traces disappear after a period of inactivity or if they refuse on-site cookies), marketers can cross data with external partners’ network data (2^nd party data), especially using cookie matching. Equally, to engage targets, we define a multitude of scenarios specifically designed for each inactive segment. Next, we deploy a sensitisation message on display, search or social networks. When the customer comes back to the site, we setup a non-aggressive re-engagement scenario that evolves gradually according to the user’s behaviours to avoid any repulse side effect.

6. DO NOT LOSE YOUR CUSTOMERS: MANAGE ADVERTISING STIMULUS AND MEASURE SATISFACTION

Customer reactivity analysis to respond to the brand’s signals is essential to guarantee a long lasting relationship. If there is too much pressure, the customer cut ties. This is an obvious fact that is often ignored by brand managers who will excessively stimulate their customers up to the rupture point. The exhaustive collect of data and its constant observation by the DMP enables advertisers to suspend messages before they are considered invasive. In addition, algorithms proactively identify dissatisfaction signs or loss of interest (Churn); and retention mechanisms are automatically triggered before the customer goes to the competition or contacts customer service to terminate the subscription.

UPCOMING EVOLUTIONS OF CUSTOMER CENTRIC DMP

There are countless possibilities with Customer Centric DMP. However, the most concrete one will without a doubt, be a massive marketing automation deployment that will be fed in real time by DMPs. Additionally, we will witness the extensive usage of data to feed new CRM tools such as personal assistants (Chatbots, Speech recognition), that will broadly spread from now to 2020.

You wish to implement a DMP or wish to improve your customer relationship and acquisition processes?

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