#研究分享#【移动互联时代数据如何整合?】

#研究分享#【移动互联时代数据如何整合?】CMO推出数据整合报告为个性化营销提供指南:(1)在线数据(搜索+网络+移动)+离线数据(在店到访)+在线数据(社交、网络)+离线购买数据的全方位整合来打造用户精准画像;(2)勾画用户网络轨迹,寻找更多客户建立相似度模型;(3)用户体验的持续优化等。http://www.looooker.com/?p=36918

Mastering The Art Of Data Integration
by Giselle Abramovich . Senior & Strategic Editor . CMO.com - Read more at: http://scl.io/AA9_3ZKl#gs.f=MVRtY

Analysis analyzing information bar graph data concept

Analysis analyzing information bar graph data concept

Marketers have long recognized the value of collecting data and gleaning its insights. And while most are currently doing so, the majority still don’t have a single view of their customers.

That’s a major problem for heads of marketing, who understand that combining online and offline data leads to the ability to provide richer digital and real-life customer experiences.

“The most significant challenge has been tying all of the individual channel data together to develop a seamless conversation with customers,” said Adeline Wattellier, head of call center and warranty tools at car manufacturer Renault.

屏幕快照 2016-11-08 11.53.59

 

 

A new report, titled “The Art Of Integration,” offers guidance for doing so, as well as how to master the art of personalization. The seven-step process entails:

Integrating data
Creating whole customer profiles
Seeing customers across their entire journeys
Connecting with customers across every device
Finding more customers with lookalike modeling
Testing and continuous optimization of experiences
Influencing, predicting, and enhancing the customer experience
Companies also need to break down the siloes that currently exist within their organizations for better data sharing, the report states.   - Read more at: http://scl.io/AA9_3ZKl#gs.f=MVRtY

标题:Mastering The Art Of Data Integration

来源:cmo

链接:http://www.cmo.com/features/articles/2016/9/12/master-the-art-of-data-integration.html#gs.f=MVRtY

报告全文下载:http://landing.adobe.com/dam/downloads/whitepapers/261941.en.ddm-the-art-of-integration.pdf

 


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