ACTIVATE YOUR ENTERPRISE DATA WITH MODERN MARKETING ARCHITECTURE

Beste Akkaya | Solutions Architect | 21.01.2021

As Peter Drucker said, the purpose of business is to create and keep a customer. To be the winner of the pitched battle between brands to gain and retain customers today, brands must provide exceptional customer experience more than ever. No doubt, the key points for a high-quality customer experience is to be a “smart” brand by

knowing your customers,
being on all channels and orchestrating these, hence not managing them as separate silos,
engaging with customers through right channel with focused content at the right time.

To do these, organizations must have a complete architecture with correct applications for an integrated omnichannel data structure. At this point, Labrys Global proudly presents its “CX and Marketing Technologies Architecture” as a framework to guide brands on the road to be a high performer. This is the underlying technology architecture of the “Labrys Modern Marketing 2.0 Framework”

ADTECH, MARTECH, CRM, ERP – ALL IN ONE TO BUILD MEMORABLE CX

Today’s organizations must understand that success lies in connected data. To have this, all customer experience related applications must be connected with each other. By highlighting the importance of integration, Labrys summarizes architecture in 3 main parts:

1. The centre of the architecture with CRM, marketing automation, CDP, and ecommerce platform are introduced as the core of the “new data”. This core triggers points of outbound engagement & answers the personalization requests in inbound channels and platforms. It is the bridge between known & anonymous world, which creates results.
2. Backoffice applications such as ERP, POS and further transactional systems which support data enrichment.
3. Media and advertisement activation is not only to just activate data but also to enrich it with 2nd and 3rd party data.

CRMs FOR CENTRALIZED SOURCE OF OMNICHANNEL JOURNEY DATA

New generation of Customer Relationship Management (CRM) tools include components which generate inbound data like salesforce automation (SFA), call centre solution and self-service portal, as well as engines such as loyalty modules to drive outbound communication. To create a comprehensive 360-view of the customer, this architecture must integrate all types of customer data, including profile information, incident records, feedback, and transactional data from ERP and other systems, such as order, payment, and product or service usage data. By combining first-party data from each module, you can establish a single source of truth for each customer, which is central to the architecture and crucial for effective customer relationship management.

COMMERCE TO ENRICH AND ACTIVATE DATA

As online shopping becomes more preferred, brands have more opportunities to know their customers by following their digital footprints and reach them in real time for conversion. Today, “digital commerce” is for all brands and serves to enrich and activate data within the architecture.

CDP FOR SMARTER OMNICHANNEL ENGAGEMENT

By aggregating data from all online and offline applications into a Customer Data Platform (CDP), you can create a comprehensive, consented first-party data pool. This enables you to segment customer behaviors and preferences into distinct audiences and deploy them across various engagement channels. For instance, you can use marketing automation platforms to orchestrate journeys via email, SMS, app, and web push notifications, or target specific audiences through different advertising channels for remarketing and conversion optimization. While managing outbound engagements through these channels, it’s crucial to ensure that the content and assets are relevant and personalized for each audience.

DATA MAKES DATA!

If your architecture effectively eliminates data silos and consolidates information, you can begin using this unified data to create personalized content. Engaging customers with tailored content will generate additional behavioral data, which is valuable for refining future content and enhancing your core data layer for deeper customer insights. While integrating second- and third-party data is an option, brands should focus on maximizing the value of their first-party data by generating and enriching data signals directly from it.

MEASURE, ANALYSE, OPTIMIZE – OVER AND OVER AGAIN

Last but not least, a highly important component to support your CX strategy is Analytics. You need to have reporting and analysis tools integrated with the modules in the architecture to track your success. You need to measure, analyse, and optimize your engagements and strategy for a sustainable & successful customer experience.

The new era of marketing and the purpose of this architecture is to activate content by using integrated omnichannel data and create personalized omnichannel experience.