There are essentially two types of customers that engage with a brand – those that are known and those that are unknown.
1. Known customers
With known customers, there is an opportunity to deliver highly personalised experiences at an individual level across all channels.
We can target and engage them based on what we know about their needs and preferences, as well as where they are on their customer journey. This will help prioritise messaging and content to ultimately drive advocacy, sales and revenue.
2. Unknown customers
With unknown customers, personalisation becomes restricted across limited channels.
Essentially the more we know about our customers, the more we can personalise our communications for them.
But it’s not just any data that we need to gather about our customers. We only need to attain what we need and what is relevant.
When working out what data is relevant to collect, you need to understand what you’re trying to achieve by personalising the experience. I will be exploring this in detail in the blog post on data signals.
But for now, let’s start by understanding the different types of data that could help you understand more about your customer, where they are and what they need:
- Static Data
This is the data that doesn’t change, or at least not very frequently. For example – first name, last name, email address and date of birth.
This is usually collected through registration on a website.
- Dynamic Data
This is data that changes frequently. It could include things like browsing or purchasing data.
There are a number of different ways to collect this data.
- Contextual data
Contextual data is useful if you want to personalise an experience based on external factors such as the weather, the time of day that a customer visits your website, or events such as Valentine’s Day.
Once you have mapped the types of data you would like to collect including static, dynamic and contextual data, you will need to understand the regulations. My next blog post in this series will explore how to capture data compliantly.