How does the customer experience benefit from better customer data?
Abstract
This paper explores how improved customer data enhances the customer experience through advanced personalisation, data-driven decision making and optimised marketing strategies. By leveraging zero party data and first party data, organisations can gain deep insights into customer preferences and behaviours. Integrating these types of data into customer data platforms allows for the creation of unified customer profiles, enabling seamless, cross-channel personalised experiences. Additionally, A/B-testing plays a crucial role in refining marketing efforts based on these comprehensive data insights.
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Author's Biography
Tarik Kilinc is a Senior Digital Marketing Consultant at adesso SE. He specialises in business consulting for advanced marketing automation and personalisation strategies using unified customer data collected across various touchpoints in the customer journey. Tarik supports his clients in the conception of strategically relevant use cases, the implementation of tools for marketing automation and personalisation, as well as in campaign management.
Citation
Kilinc, Tarik (2024, December 1). How does the customer experience benefit from better customer data?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 10, Issue 3. https://doi.org/10.69554/NMQI7891.
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