Markiserv was recently featured in an article on DMNews! DMNews is a leading industry publication for entrepreneurs and digital marketing professionals

This article touches on the all important question in quantitative data: How do you use data and analytics to personalize your marketing efforts and improve the customer experience?

Abby Miller, the Editor in Chief, at DMNews wrote this article and covered around 18 different industry experts for their point of view. Ryan Anderson, President of Markiserv, was selected to be featured in this article.

Ryan's answer to the question on: "How do you use data and analytics to personalize your marketing efforts and improve the customer experience?" is below:

Personalize Content for Brand Awareness Campaigns

With the word improve here comes a heavy emphasis on personalization and appealing to customer’s incentives. For example, if a customer is interested in increasing awareness of their organization, personalizing content sent to them in a lifecycle email campaign around graphic design work, branding, and website optimizations that would uplift their brand awareness would be a great tactic here.

Understanding the Target Audience:

By analyzing data from various sources, we gain insights into customer demographics, preferences, and behaviors. This helps in creating detailed customer profiles and understanding what drives their purchasing decisions. We can tap into our CRM, leverage heatmaps, tap into GA4, and optimize our site to collect detailed customer information in their profiles.

Segmentation:

Data analytics allows us to segment their audience into distinct groups based on factors like age, location, interests, and buying behavior. This segmentation enables more targeted and relevant marketing strategies.

Personalized Campaigns:

With detailed customer data, we can create personalized marketing campaigns that resonate with specific audience segments. This includes personalized email marketing, tailored product recommendations, and customized content. This is the kicker. These campaigns are what fuel engagement for us as a business but also provide the most adequate resources to the customer experience by showing them content relevant to them.

Optimizing Marketing Channels:

By tracking the performance of different marketing channels, we can identify which channels are most effective for reaching their target audience. This allows for better allocation of marketing resources and improved ROI.

Enhancing Customer Experience:

Data analytics helps in understanding customer interactions across various touchpoints.

An example of this today is that we are constantly obtaining top of funnel leads on our site that create accounts in our system or register for an email distribution. We make sure in our CRM to catalog what business category they are from, location, role, and what their interest is or what service they are looking for. All of this top of funnel data collection then feeds into our CRM workflows wherein we set up triggers that launch specific email campaigns to these prospects targeted at their specific need, business category, or role.

You can read the full article on the DMNews website here.