With automation tools, marketing teams can more efficiently perform repetitive marketing tasks (think emails and SMS notifications). But there’s another layer that needs to be added to supercharge marketers’ automation – behavioral data – such as channel preferences, drop-off points, and buying intent. And adding customer behavior insights to your automation tools is a win-win. Let’s explore how it can boost your marketing automation efforts and increase engagement.

 

1. Automate message sends based on behavior triggered events. Easily identify where your site visitors are most likely to drop out of the customer journey and use the opportunity to send an automated message. Use behavioral and real-time data, such as interest and intent, to help create and refine automated messages for relevance and effectiveness.
2. Advance your segmentation using event-driven real-time data. This can help improve responses to your marketing messages. For example, segmenting customers based on the recency, frequency, and monetary value of their purchases can help improve customer retention rates and lifetime value. It also helps you to effectively allocate marketing spend to higher-value customers.
3. Incorporate data insights right into automation tools. Eliminate complex and siloed data collection efforts by enabling marketers to access data and dashboards in real-time, they can highlight trends as they occur and possibly mitigate issues faster.
4. Simplify calculating ROI of marketing programs. Being able to easily calculate ROI whenever you want also enables you to quickly shift budgeting from less effective programs and channels to more profitable ones. 
5. Detect UX issues as they arise. Sometimes brands don’t know there is an issue affecting customers until it’s too late and they’ve lost a conversion. Having a MarTech stack that captures event-based behavioral data can help you identify and fix issues faster.
6. Quickly identify new opportunities at any point in the customer journey. Only when the marketing team can access real-time data insights alongside their automation tools can they see and seize opportunities to increase engagement and enhance the customer experience.

 

When you integrate insights into your automation tools, you gain the marketing data that’s essential to winning new customers and retaining existing customers. Explore more of our recommendations in our tipsheet, 6 reasons to add insights to your automation collection.