Few marketers would dispute the theory that targeting specific segments with personalised marketing is effective.
Engagement goes up. And—ultimately—so do conversions.
So, why is it that so few brands actually do it?
Ask a room of marketers and common reason is that they can’t build segments as well as they’d like. Dig a little deeper, and you’ll often discover their multi-channel data is disconnected and stored in a bunch of different places.
Many marketers’ struggle to segment and personalise would be resolved with a single customer view.
In this blog post, we get to grips what exactly this means. We’ll also fill you in on how one of our clients built a single customer view and increased conversions.
Single customer view defined
A single customer view brings together data from a range of disparate marketing and customer service channels. It is an accessible, aggregated view of all of the data a company has on a customer.
Put simply, a single customer view allows you to access all of your customer data—easily—in one place.
It gives you detailed view of who your customers are—to the full extent that all of your data reveals.
What are the benefits of a single customer view?
A single customer view saves marketers time they may have spent trying to build a rounded picture of the customer. It eliminates the guesswork, giving marketers an accurate understanding of every customer at a glance.
But that’s not the only reason having one is essential. A single customer view allows you to do much more with your data than you could before.
Bringing everything you hold on a customer into one place allows you build meaningful segments that support targeted marketing campaigns.
Being able to send personalised marketing to nuanced segments is central to improving customer experience. Mass marketing can feel impersonal and even irrelevant. Personalised marketing ensures customers get messages that reflect on them as an individual.
Purchase history. Demographics. Personal preferences. Location. Any customer data you have can be the basis for refined segments. And these segments can start to power personalisation across a wide variety of channels, from email to direct mail to online advertising.
Not only does personalisation improve the chances of driving a conversion, but it makes them feel more connected to the brand they’re interacting with. It increases loyalty and—ultimately—gives a brand’s bottom line welcome boost.
And once your brand starts getting better ROI from their marketing, a single customer view allows you to measure this more easily. Having all your data in one place makes customer lifetime value easier to calculate.
How can you build a single customer view?
Our client, Lake District Hotels, owns a collection of unique family-owned hotels.
Until recently, the marketing team struggled to communicate the true value of their accommodation—despite many unique selling points.
Disparate data sources and a lack of integration between different databases made it hard to create segments. This meant personalised campaigns were out of reach.
As a result, the team missed out on tailoring messaging to emphasise relevant benefits to the right potential guests.
Lake District Hotels tasked Pure360 to help them build a single customer view to enable them to automate customer journeys with minimal time and resource.
Though the challenge seemed complicated, the solution was simple: adding Pure360’s PureIntelligence module to Lake District Hotel’s existing PureCampaign set-up.
The challenge seemed complex, but the solution was actually very simple. PureIntelligence offers a single customer view and automated journeys. Implementing it solved both the data and personalisation challenges the travel brand was experiencing.
A single customer view drives results
Within six months of the PureIntelligence implementation, our client enjoyed:
- More direct bookings: Direct bookings up 4%.
- Less third-party reliance: Maintained overall occupancy whilst reducing third party bookings by 8%.
- Improved ROI: Increased conversions from email and direct mail marketing.
Find out how we achieved this by reading the case study.
