The twenty-teens were all about collecting data — from CRMs to CDPs countless companies invested in the gathering of data and effective organization solutions. The collection and organization of data are incredibly important, but it isn’t the complete answer to the big question of the 21st century – how can we do more with first-party data? The endgame of “doing more” is ultimately to provide more personalized, relevant experiences on the scale of millions, and simply having data isn’t going to enable those customer experiences. The key to making such loft goals a reality is through the activation of your data.
Essentially, data activation is the process by which customer experiences are shaped by the entirety of your data. Each and every digital interaction a customer can have with your brand is guided by a holistic, up-to-the-moment understanding of customers—including all prior transactions, on-site and offline behaviors, campaign engagement, product interactions, real-time actions, and other customer attributes gathered across channels and devices. This real-time view of the customer opens the door to amazing customer experiences that were previously impossible to execute.
Here are 5 ways you can mobilize your data with activation.