PHASE 2: PERZONALIZATION
You need access to accurate customer data to deliver personalized experiences. However, good customer data is hard to come by. Once you have it, you need to govern it, including your customers’ consent to use it.
4. Set up a system to collect first-party data
Collect data directly on your own platforms, using emails, subscriptions and customer loyalty programs.
5. Unify customer data
Implement a centralized customer database to collect, consolidate, protect and manage customer information from various touchpoints.
Make sure customer master data is clean and up-to-date before you feed it into your customer data platform (CDP) or marketing automation. You can’t build personalized experiences on bad data.
Having high-quality customer data, you can safely implement tools and processes like customer segmentation, predictive analytics and recommendation engines to enhance personalization efforts.
6. Maintain data quality
Create a data policy encompassing all relevant data domains, primarily product and customer data.
Implement tools and protocols to cleanse and govern data according to policy before publishing.
Appoint data stewards to maintain the process
Enhance data literacy across the organization to make data accuracy a priority in all actions.
