Everything that moves a customer is stored. By deploying and automating this data in the right way, companies can improve their communication with customers.
Interview Het Financieele Dagblad
In marketing automation, marketing and IT come together, says Erik van Stiphout, co-founder and co-owner of Ternair. "Traditionally those worlds have been pretty far apart, but if you do marketing you can't really ignore data anymore. When your customer buys something, orientates on your website or signs up for your newsletter, all that data is recorded. Often they also indicate a certain preference with this, which you as a company can make good use of to communicate directly with them in the future."
Storage data
According to Van Stiphout, every day we come across examples showing that our data is being stored by companies. "We all know the irritation of ads that haunt us for weeks after you have visited a webshop. That is a typical example of capturing and using the visitor's orientation behavior. However, the information that is missing here is whether you actually bought that pair of shoes or those airline tickets. Often you continue to see ads for a long time for a product that is not relevant to you (anymore). So data is deployed here, but it's not really relevant and effective yet."
Relevant interaction
Because of privacy laws and user protection, this specific form of data ("third party data") collection will also become less relevant, Van Stiphout argues. "You see that the well-known browsers are already locking cookies, making it less easy for companies to track their customers, so you see less of these kinds of ads appearing. That means companies have to start relying more on their own data ("first-party data"). And that in itself is a good development. If you have permission from your customer, know how your customer behaves and what your customer wants, you can better respond to this and engage with them in a relevant interaction."
