LONDON, 11 February 2013 – Today, brands are facing a new kind of consumer which is characterised by a growing utilisation of new technologies and devices which leads to an increasingly fragmented and discontinuous customer purchasing journey. Indeed, his digital usages are heterogeneous, as he switches from one channel to another to interact with brands. He informs himself online, comments on Facebook, converses on Twitter and does his final purchase in a store. In this environment, marketing teams face a new complex data ecosystem: unparalleled data volumes generated by consumers during their online journey, at every point of interaction with brands.
Marketing teams are sometimes lost in this complex data ecosystem that despite being available is not always understandable and exploitable. And yet, the real revolution of digital marketing lies in the collection of data supplied by the consumer. It is therefore critical to be able to precisely measure the cross-channel behaviour. How can the marketing manager orchestrate and transform this amount of data into an opportunity for a brand?
"By having extremely detailed customer data, based on digital cross-channel behaviour, marketing teams have the means to intervene in the timeliest and most relevant manner in the buying journey and to calibrate individual channel marketing initiatives based on the data-analysis. This is what we call cross data marketing data at Valtech,” comments Aurélie Hornoy, Head of Digital Intelligence at Valtech and author of the white paper.
The cross data marketing white paper by Valtech provides concrete ways to understand the new consumer behaviour and implement the right tools and best practices to initiate a culture of data, measurement and performance within marketing teams.
The major benefit that cross data marketing can provide is in the deployment of targeted, relevant and contextual marketing. The consumer has never been so accessible, as he is now, through a growing number of channels in a multiplicity of environments. By measuring and analysing digital and cross-channel consumer behaviour, brands have the opportunity to address the consumer whenever they want, at any place and any time. This value-creating marketing is the outcome of a detailed study of the customers’ behaviour. By analysing and utilising data, marketing can meet expectations and integrate seamlessly with customers’ journeys adding a real value.
"This new scope of work is naturally a huge challenge for marketers who are forced to revise their fundamentals. However, it also represents a great opportunity for the next few years and will completely change marketing by focusing on its final recipient, the consumer," concludes Aurélie Hornoy.
The Cross Data Marketing white paper
be downloaded by clicking the link below:
Valtech [EURONEXT Paris: FR0004155885 - LTE] is a new breed of digital marketing and technology agency with a presence in 8 countries (France, UK, Germany, Sweden, Denmark, US, India, Korea) and approximately 1,600 employees. As a full service digital consultancy Valtech delivers value to its customers across their digital experience lifecycle, from strategic consulting to design, conception, development and optimisation of business critical digital platforms. Through its demonstrated commitment to innovation and agility, Valtech helps global brands build business value and increase revenues through digital technologies while optimising time to market and ROI.