How can data-driven cloud marketing increase customer lifetime value and drive revenue streams?
In a video posted to Business Reporter, Philip Raby, General Manager UK, mediarithmics explains how the deluge of customer data resulting from the proliferation of customer touchpoints can be leveraged to better target ad campaigns and generate revenue streams.
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Behavioral, transactional and campaign data cannot be fully leveraged by advertisers, retailers or content publishers while the data is siled in disparate software. Therefore, a data-driven marketing cloud with CDP and DMP capabilities is essential for the precise targeting of specific audience segments, as well as for orchestrating highly personalized multi-channel campaigns.
However, personalization is only one of the many use cases offered by customer data analytics. By gaining in-depth insight into customer behavior and preferences, acquisition and retention rates can also be dramatically improved. With a 360-degree customer view, customer engagement with, for example, marketing campaigns and their procession through the buying funnel can be closely monitored and the services of the retailer or publisher can be adjusted Consequently.
Mediarithmics clients can not only streamline their operations and refine their advertising campaigns, but also generate new revenue streams with the customer data they have captured. Brands are often cut off from their customer data when selling their products at point of sale and will be able to make more informed decisions once they have access to them through the supermarkets and retailers they partner with.
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