Marketers who are embracing first-party data and leveraging AI and other technologies will not only gain an advantage in the marketplace but will also have a much deeper understanding of their customers. With the right data, they can deliver more impactful and successful marketing campaigns. Let’s explore how.
The power of first-party data
First-party data – gathered directly from customers interacting with your brand through website visits, purchases, and surveys – provides insights into customer preferences and behaviors without relying on a third party.
The need for a privacy-first approach to marketing requires marketers to elevate transparency and give customers more control over their own personal data. When marketers receive consent for data collection and provide a clear way to unsubscribe, they get better data while simultaneously increasing loyalty, since customers can trust their data will be kept private.
Being able to focus on specific customer characteristics and better understand the entire customer journey means marketers can act and react in real time, delivering meaningful content at the right time and on the right channel. This makes it possible to achieve 1:1 marketing.
Learn more about how behavioral data can boost marketing effectiveness from our book, Behavioral data transforms marketing potential.
Increased personalization improves customer engagement
Marketers that use customer behavioral data see a 56% improvement in the performance of their marketing campaigns, and a 48% improvement in segmentation which allows for more targeted and precise marketing outreach.
Behavioral data becomes even more valuable when it’s transformed into insights through AI and machine learning. These tools identify patterns and predict customer behavior. AI can even personalize content recommendations, optimize campaign performance, and automate various marketing tasks.
The other benefit of behavioral data is better metrics that go beyond just opens and clicks. Tracking critical metrics like engagement time, click-through rates on personalized content, and customer lifetime value can lead to more informed marketing decisions and deeper personalization.
The bottom line
Behavioral insights can help marketers achieve stronger and more meaningful connections with customers. The right tools, technologies, and strategies can unlock hidden value and make digital marketing more impactful and effective. For more insights about how you can use data to level-up your campaigns, read our book, Behavioral data transforms marketing potential.
