Boost Revenue by Unifying Multichannel Consumer Data
Consumer brands face significant challenges when working with buyers across multiple channels, as customers often use different personal information on each platform.
This fragmentation creates difficulties in unifying data, which in turn hampers effective segmentation and targeted marketing.
Why Fragmented Customer Data Is Costing Brands Revenue and Reach
Buyers today interact with brands through various touchpoints, social media, email, eCommerce sites, and more. On one social media platform, a customer might use their primary email address, while on another, they might use a burner email account to reduce spam.
Similarly, contact details like phone numbers, names, or addresses can vary across platforms. This inconsistency leads to siloed data that is fragmented and incomplete. Without a unified single customer view, brands struggle to understand the full customer journey, accurately segment their audience, and personalize messaging effectively.
When consumer brands try to coordinate marketing and sales efforts across these fragmented data sources, they encounter:
- Duplicate or incomplete profiles: The same customer may appear multiple times under different identifiers.
- Inaccurate targeting: Segments may be based on partial or conflicting data, leading to irrelevant marketing.
- Lost revenue opportunities: Ineffective segmentation and messaging reduce conversion rates and customer retention.
- Operational inefficiencies: Manual efforts to reconcile data break workflows and delay campaign execution.
Data Unification: The Key to Powerful Segmentation and Personalization
Data unification is critical to overcoming these challenges. It involves consolidating disparate data sources, such as CRM, eCommerce, email marketing, and social media platforms, into a single, coherent customer profile that accurately reflects buyer interactions across channels. This unified data becomes the foundation for confident segmentation and personalization.
However, doing this effectively requires sophisticated tools that can handle complex matching rules, deduplication, and data combining at scale, without relying solely on IT or data engineers.
This is where a platform like DESelect adds significant value.
How DESelect Empowers Marketers to Unify Data and Drive Revenue
DESelect empowers consumer brand marketers to unify fragmented multichannel data through an intuitive segmentation solution that integrates with major marketing platforms, especially Salesforce Marketing Cloud.
Key ways DESelect helps brands include:
- Simplifying Data Unification: DESelect allows marketers to integrate and unify customer data from multiple sources without deep technical knowledge. It enables easy mapping of different data fields, identification and merging of duplicate profiles, and creation of comprehensive customer records from siloed data sets.
- Easy-to-Use Segmentation: Marketers can build highly targeted segments based on unified data using a drag-and-drop interface without writing SQL queries. This democratizes the segmentation process and accelerates campaign execution.
- Personalized Multi-Channel Campaigns: With a single, unified customer view, marketers can create consistent messaging across channels. They can tailor email campaigns to match social media engagement patterns or exclude burner email accounts from promotional messages, improving relevance and reducing waste.
- Driving More Revenue: Better segmentation leads to higher engagement, conversion, and ultimately, greater revenue. Brands can identify high-value buyers who interact on multiple platforms and target them with personalized offers.
- Reducing IT Dependencies: By enabling marketers to handle data unification and segmentation independently, DESelect reduces bottlenecks typically associated with IT-driven data projects.
Unlock Omnichannel Success with Unified Customer Profiles via DESelect
A unified customer profile is foundational for an effective omnichannel marketing strategy. It ensures that no matter where a buyer interacts, whether via social media, website, email, or mobile app, the brand sees a consistent and accurate representation of that individual. This allows consumer brands to nurture leads effectively, optimize spend across channels, and increase lifetime customer value.
In summary, consumer brands working across multichannel platforms face the inherent problem of fragmented buyer data due to customers using different personal information on different channels. This fragmentation complicates unifying data for segmentation and targeting, often resulting in inefficient marketing and lost revenue.
DESelect addresses this challenge by providing a user-friendly platform that streamlines data unification and empowers marketers to create finely tuned segments from integrated data.
Leveraging DESelect, brands can achieve more effective, personalized multichannel campaigns, enhancing customer engagement and driving revenue growth.
