Something like: “Hi, welcome back, would you like to know more about a specific service, we have a special offer for you” (based on the surfing footprint captured by the SDK). When the visitor returns a few hours later, or the next day or in the future – the tracker (a one-line software development kit or SDK) will recognise the device and now the pop-up can be a strategic message that propels conversion. Why is this feature critical? Take a situation where a visitor has viewed the site and exited without taking any definitive steps such as filling out a “Contact Us” form or has abandoned the purchase process midway. What’s new is the capability to identify their web browser, on the basis of the device being used, even if cookies are not accepted. Technology for tracking until now has been dependent on the visitor accepting cookies. Simply stated, this is a website visitor tracker which can retarget visitors. Quadrant four is a game changer, a future-ready technology accessible in the present, yet many are quick enough to dismiss the feature, based on inadequate knowledge of privacy laws. The in-built interoperability enables cross-selling, and it is easy to see why the candidate is likely to accept a new and divergent course of study when a pitch is made with personalised content, given the comfort of the group umbrella, and a special price for a family member. Surely the IAS aspirant can be approached for personality development, and a participant in a CA program may wish to learn ChatGPT or Cyber Security. A multi-level hierarchy within the same platform is designed to restrict access to data, wherein the campaign teams of say Data Science or DevOps do not have visibility of customer data of other courses, while at the CMO level viewing is permitted for monitoring and taking corrective action.īeyond tech courses, let us assume different entities within the group offer programmes as varied as chartered accountancy training, IAS exam coaching, UPSC and Bank exams and personality development programmes. Let’s take an educator offering a range of courses under different brand names, and to a diverse audience. Next comes multi-level hierarchy: A boon to conglomerates that wish to ring-fence customer data across multiple companies, geographies, or muti-brands under one entity, with a high likelihood of customers migrating between products and services. The martech solution must be capable of delivering communication through SMS, email, and social media and this journey must be automated, responsive and seamless. The second quadrant is omnichannel orchestration. Such behavioural attributes can be personalised to millions of customers since AI embedded in the solution records individual reactions and gets fine-tuned with each engagement. Data enrichmentĮxamples of enrichment: Customer preference to respond either to an SMS or email and preferred time to open the message such as morning or late afternoon. All the data one collects about a customer or prospect is stored in the CDP and gets enriched during interactions, including campaign responses. Take away the CDP, what you have is a car with a chassis, steering wheel, engine, and four wheels, but no roof and cabin to house the passengers. When I say martech, what would be the quadrants in a full stack?įirst and foremost, a true-blue solution must have an in-built Customer Data Platform (CDP). Gripped by FOMO and rightly concerned about making a significant capital investment, many CDOs and CMOs take the safe route of installing a basic martech solution, something equivalent to insuring your car against third-party risk instead of a comprehensive policy.
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