Focus on collecting the right customer data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2021, 6:45 AM UTC

Collecting and analysing customer data can help businesses improve customer experiences, but only if the correct data is collected.

Businesses need to pay more attention to collecting customer data. To effectively communicate with target audiences, businesses should first collect the correct email address of all their customers and potential clients. It can help improve customer experience and enhance their engagement with customers and marketing campaigns and their products/services.

Use Google Analytics’ new feature – affinity categories – that automatically categorises audiences into personas based on their interests. Leveraging this feature and accordingly analysing data can help companies tailor their products and content to audience needs.

Businesses can also ask customers to share their mobile numbers after subscribing to the company’s email list. They should also collect customers’ communication preferences, needs, geolocation data, engagement data, and their decision factor. 

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