“Bottom-up” Analytics—Data as a strong foundation for customer loyalty
Indeed, marketing is at its best when it is taking its cues from data and personalizing customer communications in a way that sparks a desire to re-engage. A chief component of that is using data to anticipate customer behavior in order to create better experiences. This involves understanding where a customer is in the purchase and loyalty cycle and using that data coupled with the identifying CRM data to determine the right approach at the right time, via the right channel to reach that customer.
Conclusion—Data is the key
Data is the key that unlocks loyalty and paves the way toward true people-based marketing. And yet, for all the importance we place on data, many marketers continue to be effective at collecting it and less diligent about putting it to good use. Combining all available data from multiple sources in a bottom-up approach can help brands and marketers better define and advance their customers’ journeys, leading to increased loyalty, engagement, retention, and revenue.