Data Structuring for Effective One-to-One Marketing

The building blocks of effective one-to-one marketing

When you approach customers hyper-personally, they feel more involved with your brand, are more loyal and convert more. This is the ideal method to boost your turnover and get a clear lead over your competitors.

But to provide hyper-personalised service to your customers, you need to understand them and know them like the back of your hand. And for that, you need a lot of information.

In the age of one-to-one marketing, data is the new gold. After all, it’s only organisations that have qualitative and relevant data about their customers, that is centrally structured, that can provide each one of their customers with a tailor-made experience.

Qualitative data for hyper-personalised experiences

To create experiences that seamlessly meet the expectations of individual customers, you need relevant and qualitative data. And that's a problem: not only is the availability of that third-party data much smaller today, it's also much less relevant and accurate. Companies now need to develop robust systems to collect and manage first-party data themselves.

Breaking down data silos

Collecting customer data is one thing, but success only comes from being able to turn that data into meaningful, personalised interactions. Many companies struggle with data silos: their customer data is fragmented across different departments and systems. It is important to let the data communicate with each other. And that means unifying, structuring and integrating them so that they can be easily exchanged across business units for all purposes.

Responding quickly to dynamic customer expectations

Customer expectations are constantly changing. Keeping up with these changes and delivering consistent, personalised experiences that meet or exceed these expectations is a constant challenge.

"Companies that focus on providing exceptional one-to-one customer experiences and superior customer care that’s based on data will reap the rewards in the long run."

Steven Van Belleghem

This is how we help you structure your data

It can be difficult to know how to best to tackle your data challenges, and to identify what your priorities should be. We are here to help you. At iO, we specialise in data collection, cleaning and structuring. For our clients, we bring expertise together in a team so that we can tackle challenges not only strategically, but also practically.

We have developed a roadmap and a methodology to help you to structure your data sources into an efficient marketing tool. Our process:

Intake: during an in-depth intake session, we will discuss your unique goals and challenges.
Data audit: with a thorough audit of your existing data infrastructure, we identify bottlenecks and identify opportunities for optimisation.
Strategy: we will develop a strategic plan together that not only addresses your current needs, but is also future-proof. You will also receive personal recommendations tailored to your sector and business goals.
Optimisation: We optimise your data collection and integrate all touchpoints, so that you have real-time insights and can create personalised customer experiences.
Implementation: we implement integrated solutions where necessary and desired and guide you through technology and methodology upgrades.

This method will transform your data from an unstructured mass into a powerful tool for growth and innovation.

Request an audit and create hyper-personalised experiences

What do you want your data to do for you, and how should it support your business today and in the future? How effective is your data collection now? Is it capable of personalising your platforms and connecting with your different audiences?

An intake and data audit, will give you insights into where your company is positioned in terms of data structuring, identify the potential for improvements and provide you with a follow-up strategy to make the most of these opportunities.

Do you want your data to work for your business instead of against it? Transform your data from an overwhelming mass to a strategic asset. Request your free data audit now and start optimising customer experiences that will drive your brand forward.

Request your data audit