How Customer Data Enrichment Drives Better Engagement

Customer data enrichment helps marketing teams understand consumer needs and behaviors at a deeper level. These audience insights are then used to personalize messaging and create value-driven user experiences that increase the performance of marketing campaigns.

According to the 2018 Trends In Personalization Report by Evergage, 63 percent of marketing professionals worldwide said the leading benefit of web and in-app personalization was increased conversion rates. This statistic was closely followed by the benefit of improved customer experience (61%).

This may not be surprising as marketers have known for quite some time that personalization is a great technique for increasing ROI and improving customer satisfaction. However, collecting simple demographic information like name, gender, or age isn’t always enough to capture the attention and dollars of today’s savvy consumer.

Case in point, Millennials spend about $600 billion each year in the United States alone, and are constantly bombarded with personalized advertisements. As a result, simple personalization tactics have become significantly less effective in gaining their attention, especially on traditional mediums such as TV and direct mail. 

So what can marketers do to break through the “noise” and deliver an experience that drives engagement?

Customer Data Enrichment

The key to accurate and impactful personalization lies within a company’s customer data.

Saavy marketers have begun turning to data enrichment services delivered by third-party consumer intelligence experts to enhance existing consumer data, deliver more relevant, meaningful messaging and increase conversion rates.

What Is Data Enrichment?

Data enrichment is the process of enhancing existing data with data from a third-party source. A third party data enrichment service can bolster basic customer data with additional audience insights such as mobile app usage, location data, competitor information, and more. They can even build segmented lists for future prospects by examining lookalike audiences that match a company’s ideal customer.

Customer data enrichment helps marketing teams understand consumer needs and behaviors at a deeper level. These audience insights are then used to personalize messaging and create value-driven user experiences that increase the performance of marketing campaigns.

Data Enrichment Helps Marketers To:

• Increase customer engagement and retention rates;
• Improve internal modeling accuracy and results;
• Identify the characteristics of high-value customers and target lookalike audiences;
• Understand competitive preferences and activity.
  
  

Data Enrichment in Mobile Marketing

Marketers are also meeting consumers where they are by investing more in mobile marketing and advertising. According to recent data published by Statistica, mobile marketing budgets increased by 250% between February 2015 and February 2019. 

By leveraging data enrichment for mobile marketing, marketers can make more informed decisions with a more accurate view of individual customer profiles, and improve mobile advertising performance to best reach customers. Advanced consumer intelligence partners like Mobilewalla can even detect anomalies in data to eliminate ad fraud and improve the performance of programmatic buying.

Data Enrichment With Mobilewalla

Mobilewalla’s repository of consumer behavior and demographic data is the most comprehensive in the digital marketing ecosystem. With data on over 1.5 billion devices across more than 30 countries, we provide an unparalleled understanding of online and offline engagement patterns to marketers, data scientists, and analysts.

Our data is aggregated from multiple sources and maintained through consistent data cleansing techniques, fraud detection measures, and a combination of deterministic, artificial intelligence, and machine learning techniques. This multi-step data enrichment methodology helps us to generate highly-accurate consumer data for more informed decision-making and ultimately, increased returns on investments.

Connect with our consumer intelligence experts to learn more about Mobilewalla’s sophisticated data enrichment offerings to bring your marketing efforts to the next level.

Sources:

• http://www.evergage.com/wp-content/uploads/2016/06/2016-Trends-in-Personalization-Survey-Report-Evergage-final.pdf
• https://www.marketingcharts.com/customer-centric/personalization-customer-centric-81555
• https://www.accenture.com/us-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail
• https://cmo.deloitte.com/content/dam/assets/cmo/Documents/CMO/us-cmo-highlights-and-insights-report.pdf
• https://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/