March 19, 2021
 min read

Customer Data Management for Marketers


Customer Data Management Can Be a Powerful Tool if You Use it Right

Your business has a very large number of data sets available, and IT is only ever going to operationalize and maintain a subset of them. When it comes to customer data management, there will always be more to ingest into your data warehouse. This means that when marketing wants to recruit a new channel, there could be a significant waiting period before that data is operationalized. This might not sound like a big problem, so let’s get into an example. Let’s imagine that the marketing team wants to run a simple NPS survey. Asking your team to build an NPS tool is a waste of time because you can just grab software off the shelf. But then all the data that you gathered in the NPS survey is stuck in that service. If you want that back in your centralized data warehouse, you're going to have to build an ETL to move it from the NPS software to your data warehouse. Beyond that, someone will have to own maintaining the health of that data. All of this adds up quite quickly, but if it could be done cheaply and quickly, the business value is clear. For instance, if you had NPS scores nuzzled up next to lifetime value scores, you could create a segment of high-value customers who gave low NPS scores to put out fires among your biggest spenders. You might compare product history with NPS to search out correlations between the level of satisfaction and specific products sold, which might affect which products are most prominently featured onsite and in promotions. But these are use cases that require quick reaction times and the compound interest that comes from combining datasets.

Marketing Can Finally Own Its Customer Data Strategy

The fact that very few marketers own their data or data strategies is what motivated us from our inception to focus on stepping in for marketers to make that data usable. What does this mean? It means that if you wanted to jump into putting out fires among high-value customers who left subpar NPS feedback, we can make that unprocessed customer data available for downstream use without needing to integrate that data into your data lake or data warehouse. Clients can route the data straight through Simon, bypassing their data warehouse so marketing can start using data ASAP to see if there's any value in supporting the dataset more broadly across your organization. By doing this, marketers can rapidly test out a new data set, and if it's useful, marketing can continue using it even if ingestion into your own data warehouse happens later. If you've already invested in the customer data management resources to ingest data and move it into your warehouse, Simon Data can pull data through a query and use it for marketing purposes.That dataset can then either live in Simon in perpetuity or if it needs to be moved to your data warehouse, Simon can easily cede responsibility for ingestion.

Make Better Marketing Happen

Two big fears arise within an organization when discussions around ownership of customer data management. The Data or IT functions worry that either:

  1. “They're going to buy this thing for marketing, but we're gonna have to do all the work to create all the data necessary to power it.”
  2. “We don’t want to give up control of the data environment we built.”

But we built Simon to be able to flexibly connect at your point of need, making quick use of data without technical assistance until you decide otherwise. And in the meantime, your marketing team is retaining high-value customers and increasing the ROI of their data investments.To learn more about use cases surrounding the topic of data flexibility and accessibility for marketers, check out our recent white paper, How Self-Serve Segmentation Led to a 300x Boost in Engagement.

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