Big data has noticeably altered the marketing landscape. Businesses go digital in attempts to increase sales and boost revenue. Our recent article, which embraces the main trends in pharma sector for 2017, proves this tendency. However, companies often pay less attention to their customers. When they put technology first and leave it collecting information, It results in collecting huge amounts of useless data and leads nowhere. According to Richard Lack, Director of Sales at Gigya, the only way out is to transform this unstructured information into an actual representation of your existing customers and prospects. What is the core element of such transformation?

Niraj Dawar, professor of Marketing at the Ivey Business School, is confident that marketers should use big data to create new forms of value for their customers – just targeting them is totally wrong. To benefit from the information you share with your audience, you have to personalize it. Here are some useful hints on customizing digital content, which help you take sustainable business advantage and improve customer experience.

1. Capture personal data

Get to know as much as possible about your potential customers – gather so-called demographic data. It gives you the understanding of who your future customer is. Some identifying factors here are age, income, company type and job position. Mike Dickey, Senior Director at Splunk’s Solutions, asks you not to leave behind some critical information. Thus, you can build up an overall customer profile. Make use of this data to segment and target your leads. Be aware how to interact even before you meet your audience.

2. Specify the data provided

Remember that data goes both ways. Try to limit the amount of information you provide your customers with. Anbu Kumar, IT and Software Support Management professional at NetApp, warns us not to carpet-bomb people with numerous product options – they just get lost, resign and join your competitors. More doesn’t mean better when it comes to data distribution. Feed the customers only with well-targeted, relevant content to satisfy their expectations.

3. Make your data consistent

Being consistent is not opposite to being responsive and flexible. David Wealleans, business adviser and author of “The People Measurement Manual”, states that the data delivery must be regular and content – reliable. It enhances loyalty. Never make hasty changes – as long as your current customers appreciate the way you deliver the brand value. Engage people with well-proven opportunities that your product or services can guarantee them.

4. Define actionable data channels

Digital era gives us omnichannel experiences. Now you can reach your customers in different ways. However, try to avoid spending money on many channels right away. Alice Default, Head of Marketing and Growth at Front, suggests picking just some of them – the most cost-efficient and attractive to your customers. Let your analytics assist in defining the right channels.

5. Process real-time data

Big data allows gaining customer insights in real time. Digital solutions make it possible for businesses to gather and analyze customer feedback on the fly. The Bizo “DataDriven Marketer” survey reveals that more than two-thirds of marketers employ CRM systems and other analytics tools to personalize data all along the ongoing interaction with customers. Such a data-driven approach lets companies come up with meaningful decisions to refine customer experience and boost business outcomes. Want to discover how these solutions fit your business? Request a free demo.