Almost every marketer you speak with today will tell you they are overwhelmed by their data and unsure about how to organize and capitalize on it. We had the opportunity to discuss this topic with TechnologyAdvice’s Josh Bland. To learn more and listen to the podcast, check out the post below, contributed by TechnologyAdvice.
Natalie Issa, the Director of Marketing at Woopra, was a recent guest on the TechnologyAdvice Expert Interview Series to share her insight on the intersection of sales, marketing, and technology. The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders.
In this episode, we discuss the importance of using data properly, how to target the right customers, and the challenges advanced customer analytics present.
Below are a few highlights from our conversation:
TechnologyAdvice: How can marketers take full advantage of their data?
Natalie Issa: There are really a number of ways to use data throughout the whole customer experience. But I think the first area where we usually see companies start - and what makes the most sense initially - is with marketing. We've built out dozens of integrations which are completely code-free, so they're really easy to implement.
We've built these integrations with marketing automation tools, live chat tools, CRMs, and a host of others, as well. The whole concept behind integrations is having an understanding of your customers, then using that to guide your marketing efforts, and to deliver a message in a very relevant way. You're able to deliver more value by doing that. When you're targeting your messages in smarter ways, you're giving customers what they're most likely looking for.
TA: Does Woopra have touch points at all parts of the customer journey or is it targeted towards a specific customer action?
Issa: Actually, the concept of what we built is to track the customer along their entire journey. So, from the very first touch point — when they’re probably a completely anonymous person. They haven't been identified, you don't know who they are. Maybe they just landed on your website from some referrer or something.
We track them from that very first touch point all the way through conversion. You're obviously trying to retain them and keep their business, and we focus on that whole life cycle. Being able to centralize your customer data is a big focus for us because the source interactions tell you a lot about interactions later on in the life cycle.
TA: What are some challenges right now for the industry?
Issa: I would definitely say having a lot of data and then not really knowing how to harness it is a big challenge. That's a challenge that we see with many companies, both large and small. I think that's because now, it's really complex because of how we engage with our customers. We're engaging with them through very different channels, multiple channels at the same time, and all those touch points are equally important.
They need to be tracked, they need to be centralized, and you need to be able to access all of that data. But it's hard because it's really messy. It's just kind of all over the place. So, a lot of companies really do struggle with that, and that's where integration comes in.
It's really important that you bring all the data into one place, really through integration. That's also challenging because as anyone who has ever tried to integrate software knows, integration can be very resource and time-intensive.
Listen to the entire show above in order to hear our full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.