As marketers, we need to create a connection with our customers. We need to deliver messages that are relevant to them and reach them on an emotional level. But with shifts in consumer behavior and the proliferation of digital devices and channels, it can be difficult to understand customers and establish that connection. Brands have insight into their customers’ interests and purchase patterns with first-party data, but it’s not until they can connect it to third-party data sources that they can have a complete view of the customer, create relevant messages and reach consumers through preferred communication channels.
I recently chatted with Chad Sanderson on The B2B Revenue Executive Experience podcast to discuss how Experian helps brands resolve customer identities and communicate effectively with their audiences—specifically to help them leverage advanced analytics, such as machine learning to connect the hundreds of digital touchpoints together to create a single customer view. The more brands understand about their customers, the better positioned they will be to create a connection and deliver relevant experiences across all channels, resulting in success for marketers and consumers.