Using Data to Build a Content Strategy

Does your company have the ability to leverage customer data? If so, how is it being used? And, if not, is it something that should be considered? A February 2012 survey from DataXu showed just 30% of US executives reported the ability to leverage the value of their customer data. Although, a May study from CMO Council showed different results. According to the study 51% of marketers world-wide said they leveraged data moderately well, with 7% reported that they did so extremely well. 

So, how are marketers 'leveraging' this data? CMO Council says that 65% of marketers world-wide use customer data to enhance their marketing programs. That makes sense, right? The more marketers know about their customers, the better they can fine tune their marketing messages to target new prospects or existing clients. The study found that 72% of marketers world-wide use data to craft more timely, targeted messaging and 52% use it to directly influence the bottom line by cross-selling or up-selling current customers.

How can marketers attain the data they need to enhance their marketing programs? One would think that most would reach for the trusty CRM system, but CMO Council found that only 30% had access to this tool. So, the majority of marketers utilize email -75%, web analytics and optimization - 72%, and social media monitoring - 56% to procure the data they need. 

                        

The collection of customer data should be the primary task of any marketer who's considering digital signage as  a retail marketing tool. To get the most from a digital signage system, understanding foot traffic is vital - Who is in the store, when are they in the store, why are the in the store, etc. Knowing customer data such as demographics, what products they've products purchased, and what time they visit can help to paint a clear picture of what content to design and at what time is the best time to display it. 

How is your company utilizing customer data? If you have a digital signage system, do you use customer data to design and schedule your content?