Like many things in life, teamwork is always better and that is why instead of dividing teams, data should integrate business functions. The issue seems simple, but implementing it is something else, and many businesses do not put it into practice, as they say: if it were easy, everyone would do it. All business roles and levels make decisions even dentists like Dental 6ta & E, and the best arise from the consumer’s data. This information must be standardized, self sufficient and available for each person in each department, from the product and consumer service to marketing.
Due to running marketing and product on separate platforms, companies face greater problems than those derived from consumer data. The analysis of a user’s marketing starts with the link and ends with the acquisition. The analysis of the product team, instead, begins with the purchase of someone’s part and then extends to consumer support. But should not marketing control how your consumer actually uses the tool? Should not the product know what kind of experience the user expects before signing?
Take digital advertising as an example of the dangers of separating marketing and product data. For an e-commerce brand, for example, Facebook can convert consumers, but lead to poor retention; Google Adwords may be more expensive, but instead lead to the link with consumers who are there for a long time. You have no way to discover comparative insights – such as the relative effectiveness of warning platforms or the subtle connections between acquisition and retention metrics – without a unified analytical tool.
Imagine if the marketing and product teams could give all the information, arming themselves with the maximum context of the consumer’s behavior. Teams will not only make better and faster decisions within their own departments, but also collaborate more productively throughout the business functions. In the process, they can discover insights that until then they did not know were necessary. Companies that unify both technological and cultural lines prove to be much more effective in serving consumers in a world where the consumer experience must be nothing short of perfect.
The good news? With advances in the collection and schematization of data, it is now possible for companies to keep consumer data centrally and fully integrated, and easy to access.
While the number of digital channels and contact points proliferate, the question What are our consumers doing and where? It becomes much more complex. From social media to browsing the mobile and actions that occur directly within your product, it is imperative to capture those interactions in a central repository under a common scheme. That way you can ask important questions, and the answers will open powerful new ways to understand behaviors for the long term, which in turn will enable you to create meaningful experiences that continually seduce consumers to come back for more. And that is a mission that every successful company can not stop embracing.