By the term “Data Activation,” we go on to define the ability of a brand and a company, not only to collect, store, and classify data related to users and customers, but more importantly to use such data “actively”, that is, as a basis on which to implement marketing activities and campaigns.
This includes all activities inherent in, for example, the personalisation of users’ shopping and browsing experience.
It quickly becomes apparent how a data-driven marketing approach that also involves Data Activation activities needs centralised and fluid data collection and management. Here the input of technology solutions such as customer data platforms play a central role.
Here data is collected from multiple sources both online and offline, normalised and collected at the single customer view level.
While marketers and strategists are thus able to get a 360-degree view of the individual customer, it is also possible to proceed with effective profiling and segmentation of contacts.
This is the first step in proceeding to personalising the user’s customer experience both online and offline.
Once the data is centralised and then data activation strategies are deployed, a variety of web personalisation activities such as behavioural messages, product recommendation, personalised dynamic forms, and more can be implemented.
