Leverage Visitor Data to Power Your Marketing
The challenge of understanding consumer trends and data points about your audience members is daunting no matter the size or scale of your business. With third-party cookies on the way out, gathering and processing digital consumer data has become a little tougher. Thankfully there are other tools which can help you gather information on your customers to help you better understand who they are and how to reach them.
When you begin tracking customer behavior, you need to be able to track specific customers individually across all of their interactions with your digital presence. This can mean observing which ads of yours someone interacts with, what pages on your website through which they navigate, compiling their email inquisitions, and more. But how do you know who is who when you can’t specifically target consumers for data acquisition?
A CRM or Customer Relations Management software is where to begin. CRMs are an irreplaceable tool for businesses which studies large pools of anonymous data in order to track trends and make connections between data points.
From your CRM, with some help from your tech team, you can actually establish individual User-IDs for individual customers which have been established via anonymous data collected within your CRM. Desktop and mobile devices will collect data with slightly different strategies, but they all culminate into accessible, understandable data.
Once User-IDs are issued to individual consumers, you can begin looking for ways to reach those users. Thanks to User-IDs, you are able to track the success of your marketing efforts across user devices. This is known as Cross Device Measurement; wherein consumer data is pulled from multiple sources in order to paint a clearer picture of individual customers (or User-IDs!). Cross Device Measurement collects data from phones, desktop computers, laptop computers, tablets, and more devices with internet access to help you clarify exactly what specific consumers want from your business.
Unfortunately, Cross Device Measurement is not completely foolproof. Sometimes consumers are signed into devices which are not issued the same User-ID or deliberately use things like Chrome’s Incognito Mode in order to obscure their data from collection. Despite this potential gap in data, Cross Device Measurement remains one of the most important methods of data collection for digital commerce.
On top of helping you better understand the consumers which interact with your business, Cross Device Measurement benefits your consumers as well. Knowing what topics and products are most interesting to specific users allows you to better provide a personalized website or marketing experience to that customer. Showing content to consumers which feels curated directly to them and their interests helps them feel more connected to your business, driving up customer retention and their willingness to share your company with other like minded people.
Understanding the consumers which interact with your business each day is critical for your advertising strategy and important for measuring the success of your efforts to retain and develop new consumer interest. Let the data work for you. Contact the experts at M1-Data today and let us streamline your Cross Device Measurement efforts with ease. With tools like SmartPIXL, the M1-Data professionals can help you not only collect your data, but understand it too. Click here to learn more about our products and services; we look forward to helping you!
