At first glance, it might seem that marketers and artists don’t have a lot in common. The former promotes or sells products while the latter portrays the world as they see it. But here’s the link: both are keen observers of people.
Just as a painter doesn’t rely on one colour to bring their work to life, marketers must use multiple datasets to create a detailed canvas of their own. Targeting is about directing the right message to the right person, at the right time. To achieve this, businesses must have an in-depth picture of their customers.
Overcoming data anxiety
With so much customer information readily accessible, it can be a daunting task for any marketer to decide what they’re supposed to do with it all. It is like staring at a blank canvas and not being sure where to apply the first brushstroke. This can lead to data anxiety – a term coined to describe the inertia which can affect us when presented with so much information.
The answer is to take a step back and stop feeling as if you must use every available scrap of data. Focus instead on your objective, what you are trying to achieve and what information you need to do this.
Marketing campaigns are only as effective as the data that informs them. Great artists are discerning, using the materials they need, which they have identified as suitable for what they are working on and marketers need to be equally selective.
When building a campaign based on customer segments, that segmentation must be based on solid, accurate and complementary information – drawn from all relevant data sources and customer touchpoints. Everything from transactional, deomograhic, derived and behavioural data can be included but only if it accurately adds to the understanding. Ultimately, campaigns that are based on poorly combined data won’t deliver results.
The single customer view
It would be difficult for an artist to paint an accurate portrait without studying the likeness they’re trying to capture. Similarly, a marketer cannot build a detailed picture of their customers without understanding their attributes and bringing that information together to form a whole.
The “single customer view” is complete and holistic representation of a customer, where all available data is sorted and consolidated into a usable view. By having a single point of reference, marketers can effectively manage their data and quickly build better-targeted campaigns.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.