Welcome to the 21st century
Data-driven marketing (DDM) dominates digital business models, with data at the core of the “digital now.” Essential for competitive customer experiences, neglecting data in 2022 poses a business risk, contrasting the past where it was a waste of potential.
CRM
Customer relationship management – the technical backbone of sales, marketing and customer service.
DDM
Data-driven marketing in the “digital now”.
CDP
Customer data platform: Everything begins and ends with data.
Personalization
Products tailored to personal customer experiences, configurability but also individualization.
Consent Management
The structured collection of consent for the storage and processing of data.
Customer Feedback
The relationship with your customers consists of give and take.
Customer Loyalty
Acquire and retain customers.
We take data seriously
Making business digital is a top priority. And taking business-relevant data into your own hands is more than just a well-intentioned recommendation in light of the new world, the world of the platform economy and “walled gardens”.
Anyone who doesn’t strive for this at least partially depends on the big giants of the Internet. This position takes many shapes and forms:
All, to some extent, threaten business sovereignty in the “digital now”.
So maintaining your independence is crucial. And sovereignty can only be maintained by those who understand data-driven business models.
DIGITAL TRANSFORMATION AND ITS METRICS
Moving a business model into the “digital now” requires an expanded understanding of process and impact. Customer relationship management systems and customer engagement technologies provide the foundation for this.
But it takes more than that – namely: tangible KPIs with strategic value. These not only help you to measure success but essentially to plan success. Two central KPIs serve as strategic guard rails, especially in combination, for the entire discipline in all its facets.
CLV -
customer
lifetime
value
Customer lifetime value: Those who optimize on these factors and also have the right technologies will never again prefer other KPIs. Instead of comparing the KPIs of a campaign in a one-dimensional way, the CLV, through its multidimensional view, also reveals potential in addition to performance.
CAC -
customer
acquisition
cost
Customer acquisition cost: Investing in customer acquisition again and again is expensive. The CAC has its focus exactly on that. When customers are activated on the basis of your own data, the costs significantly decrease. In combination with the CLV, data-driven action can achieve previously undreamed-of efficiencies.
Although data volumes seem to multiply on their own given the abundance of digital touchpoints, it is not uncommon for them to lack translation into concrete use cases. This phenomenon has many names: data-action gaps, insight-to-action gaps, value-to-action gaps – doesn’t matter. When marketing processes are automated, otherwise scarce resources can be increasingly used to define new use cases. Data-driven = driver and space opener.
More action is what marketing needs. And it is followed by what it started with: new data. And more action again! Data orientation in marketing then amounts to a gift for companies.
It’s all about the overall composition. At valantic, we make use of various digital elements in order to fully exploit the corresponding potential of the perpetuum mobile called data-driven marketing.
Whether we think about the superstructure of the IT architecture in the form of a CRM system or refine existing system landscapes with a customer data platform – our heart beats for this stuff!
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