Introduction

How do you build marketing intelligence on your customers?

Introduction

In this how-to guide, we dig into how to build marketing intelligence on your customers, and how that will help you create the best experiences for your customers.

Once you've absorbed the information and understand what you need to do, take a look at our guide to customer data platforms & real-time interaction management. It should help you decide what tools are best to build your marketing intelligence.

And if you'd like any support with any of this… contact me, Saniul Ali, the author of this how-to guide and BrightGen's MarTech Practice Lead.

The average number of data sources marketing organisations used from 2021 to 2022.

State of Marketing: 8th Edition, 2022, Salesforce

The average retail organisation uses an estimated
44 different systems to engage customers across touchpoints.

Connected Shoppers Report, 2022, Salesforce

It's great that you can now easily access a single source of truth for a customer profile with centralised data. It's great that you can then use that data across different technologies and channels. In fact, it's not just great – it's the marketing dream!

But then what?

How do you take advantage of that data infrastructure and take your customer-centric efforts to the next level?
How do you reduce the guess work?
How do you allow the data to do the work for you?

Right now, you always need a person with expertise in the field to determine actionable insights. You need to use the same person every time for the same task. It would be better if you could just use them once and then set a process in motion to automatically determine the next action.

Also, with very large volumes of data, it becomes impossible to manually sift through each individual record to determine individual-level actionable insights.

Finally, what worked yesterday may not work today, so how do we determine what actions will work for tomorrow?

There are two ways you can use customer data for customer intelligence:

#1

Have a range of collected unified data and create an algorithm to form calculative insights.

#2

Unify intelligence into a visual analytics view to monitor, evaluate, and integrate data for actionable insights.

In this how-to guide, we explore both of these methods in more detail. This will help you understand how you can build marketing intelligence to create superior customer experiences.

79% of high performing marketers can now report in real-time (excluding marketing attribution), giving them the advantage when it comes to responding to and optimising campaign performance.

State of Marketing Report, 8th Edition, 2022, Salesforce

Here's what we'll cover:

Propensity Modelling:
Understand and forecast your customers' behaviour
Unified marketing analytics data:
How you can build a full spec marketing analytics solution
A solution to modernise:
Best-in-market solutions to help you optimise your marketing efforts
Customer experiences with real-time personalisation:
Make sure you know where to start
Scaling customer experiences with AI:
Your guide to finding the right product
Four key questions to ask your business:
Make the right decisions to go forward