Don’t leave this task to your IT department. It needs to be driven by marketing as they are the ones who understand the data better and can identify the important analytical french email address list questions that need answering. Once this data exists you obviously need a software tool to create the insights. The tool must support the varied range of MarTech user needs (e.g. compare the needs of the manager to the analyst to the digital marketer – all have a different insight needs).
Turning insights into actions
Turning insights into actions
Insights are helpful. Actionable insights are even better as they allow you to drive a concrete marketing action from the insight. A great example of this is to use the humble Venn diagram to create actionable marketing insights from. See below where we show the overlap between 3 marketing segments (customers who have bought recently, buy frequently and have a high lifetime value).
Directly from this insight I can derive actions, for example, a target segment that needs to feed into a reactivation campaign or a target segment that is ripe for a cross or upsell campaign. Too often the insight is where things end rather than start.
If you are having to manually export a list of customer numbers from your dashboarding tool to then manually import into your email tool, you don’t only have an inefficient process spanning multiple tools, you are probably losing valuable information, like an automated creation of contact history (who you contacted when) to drive future insight and actions (such as frequency capping i.e. reducing the spam factor).
There are many other examples of actionable insights to help the marketer.