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The importance of tech stack optimization for improved customer experience

In their excitement to embrace new channels and technologies, marketers have left behind basics such as marketing profiles and customer segmentation.

Given how the rate at which digital platforms have grown and proliferated over the past decade, compounded by the emergence of new channels and technologies, it is understandable that the most grounded marketers may lose sight of the basics.

As a result, enterprises want to do more with digital technology, but find they no longer have the fundamentals in place to really make the technology work for them.

Optimizing your customers’ digital experience and journey requires going back to the fundamental rules of marketing so that you can build a rock-solid foundation upon which to build your digital strategy. With the right grounding, you can start to look at how digital technologies can help you to understand and guide the customer’s story from beginning to end.

This could begin with any marketing channel or activity that creates the first contact with the brand – a Google search, a banner ad, an email to the customer by one of your marketing partners. Once the customer has turned that first page, your marketing effort should be directed towards getting him or her to reach the logical destination of their journey, which is conversion.

Once you’ve met the customer, every interaction is an opportunity to get to know them better. You are given the opportunity to make your future interactions and messages more relevant and targeted. For example, if you know that this person searched for Converse All Stars when first clicking through to the website, that information can be used to target relevant advertising to the customer in the future.

With the right contextual data, you can target the right advert to the right person at the right time, and vastly improve your conversion rate while bringing down your customer acquisition costs. Some examples of the data sets you can use include behavioural data, for example pages a customer visited or the searches they conducted.

The technology to segment and target users by behaviour has matured to a point where it is sophisticated enough to produce significant results, while also being easy to use. Using this technology relies on the smart segmentation of your customers, as well as the ability to collect and leverage customer data.

Clear customer segmentation is necessary to capture the right customer data and use it in a manner that will enable you to target customers with the right messaging at the right time. The complication lies in the possibility that you may be collecting data in multiple systems but do not have an enterprise architecture in place to guide you in how you use this data to understand the customer story.

Perhaps you have 10 systems, but you only really need five. Or you have a mix of your own platforms and systems used by your agencies – social, mobile, ad-serving, analytics – that do not enable to view your data in a holistic manner.

To address these challenges, you need a sound enterprise architecture solution and roadmap to build on so that your systems and data evolve in a way that is aligned with the needs of the business. You also need to develop your own integration skills or source them from an external service provider.

With the right architecture, skills and platforms in place, you can begin to pull together siloed tools into more efficient digital structures so that you can extract more value and increase efficiencies. This will provide you with a foundation for solid growth into the future.

AccelerationGeneral News
About the author

Acceleration enables the transformation of marketing organisations. By building new data and technology-enhanced capability Acceleration stewards a step change from marketing which is fragmented, static and product-centric, to marketing that is orchestrated, agile and customer-centric.

Part of Wunderman Thompson, Acceleration employs 150 strategic marketing technologists globally.

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