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March 2013

Single Focus on Single View of the Customer

The increasing complexity caused by the growth of multichannel tactics is one of the biggest challenges we see among our clients. For many marketing organizations it can be overwhelming to know where to focus efforts to assure both customer-centricity and bottom line results.

  

To address this, our current enewsletter highlights the importance of the single view of the customer and discusses ways to bolster your marketing system infrastructure for:

  • Improved Offer Targeting and ROI
  • Faster Time to Market
  • Marketing Measurement

The featured Case Study and White Paper both address the challenges and benefits of anchoring your marketing efforts with a Marketing System of Record to enable customer-centricity.

 

This issue's Consultant Tip comes from Pinpoint CEO, Paul Becker, who shares practical information on how to achieve the single view of the customer.

Case Study: Smarter Decisions with Customer-Centric Marketing Through Automated Measurement

Pinpoint Systems helped a top ten bank adapt faster to its customer's needs with automated multichannel measurement and by optimizing their systems and processes for a customer-centric marketing approach.  

 

Download case study
Consultant Tip of the Month 
Paul Becker, CEO and co-founder of Pinpoint Systems brings us this month's Consultant Tip.
  
At a recent round table discussion on CRM and analytic marketing that Pinpoint participated in, a pain point surfaced on how difficult it is to gather all the necessary data pertaining to customer behavior in one place in order to do a good job of analysis, segmentation and determining the right next message or offer to communicate to each customer.
Contributors to the disparate data challenge include: multiple lines of business/brands, multiple transaction processing systems, customer data spread across multiple functions such as sales, loyalty programs and operations and multiple customer communication channels. But one of the contributors to dispersed data and also one of the key data inputs to customer behavior analysis and segmentation is the marketing history: what was communicated to each customer, at what time, on what channel and how did the customer respond.
It is common for the marketing history to become de-centralized as a result of decision logic and data collection being performed within the various customer communication systems for each channel. For example:
  • Some email providers offer applications to build logic into a stream of email communications that place an initial universe of customers onto different paths depending on whether they opened or clicked on certain emails. When this is used, some marketing history is captured and may reside exclusively within the email channel
  • Often ecommerce systems have a capability to present incentive offers to customers based on recent purchases, abandoned shopping carts or other behavior. Sometimes, visibility into these offers is limited to the website channel.

These channel-specific systems tend to grow in complexity and sophistication, and may include their own customer behavior metrics and models - their own customer database of sorts. Now you have a problem matching email addresses, site visitor/login ids and customer ids to get a single view of customer behavior across channels.

A good way to avoid this situation is to have a single hub system for marketing decisions, regardless of channel. Keep all the decision logic about who gets what offer and when within the central marketing system and keep that logic out of the channels. As customers respond to offers generated by the central system on various channels, link that response with the centrally generated offer and record that response in the central marketing system as soon as practical so future marketing decisions on all channels can utilize that information.

 

This type of data and systems architecture applied across all marketing channels will reduce the proliferation of data resident within customer communication channel systems and promote a single view of the customer.

 

Paul Becker
2013-03 Edition
IN THIS ISSUE
Case Study
Smarter Decisions with Customer-Centric Marketing Through Automated Measurement
  
White Paper
Perfecting the Right Next Offer
  
Consultant Tip of the Month

Perfecting the Right

Next Offer

 

Moving from an organization obsessed with telling the customer about their company

and products

to one that thoughtfully engages only with information that is

 likely to be

of interest takes executive focus and commitment to change.

 

To support organizations in making the transformation from a product and channel focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space

 to create the

 

________________

 

Pinpoint Systems will be at the

IBM Smarter Commerce

Global Summit 2013 Nashville

May 21-23

 

Come by and see us

 in the Solution Center.

 

Pinpoint Systems is an IBM Advanced Business Partner. 

 
  Pinpoint Systems Corporation
(800) 809-0612
www.pinpoint-corp.com