Beyond Big Data: Using Social MDM to Drive Deep Customer Insight
Personal relationships are key to successful business. What
if it was possible to provide your customers with the same personal touch they
would expect from their favorite local mom-and-pop store when they visit your
web-site, engage in live-chat or speak with technical support. Intuitively, we all know it is a huge
competitive advantage because it would improve the quality of every interaction
they have with your company.
In the virtual world, how do you provide a personalized
experience when there is no physical interaction with the person? You can’t read their facial expressions as
they view one of your products. You
can’t watch the body language as they are going through the check out
process. The answer is there is still
plenty of information to be gleaned from a person’s behavior online. You just need the right tools to capture and
understand it.
In today’s “always-on” society people provide a wealth of
information about their preferences and interests through the web sites they
visit, the products they rate, the people they follow and the online
communities they engage in. The
challenge, of course, is sifting through all this information and making sense
of it. Thankfully, advances in
analytics and big data technologies are making it possible to sift through
enormous volumes of information that is known about prospects and customers as
well as providing insight into things that can be inferred from their
behavior.
This challenge applies to B2C and B2B companies alike as
companies of all types and sizes are striving to adopt a “Business to
Individual” approach in all their customer interactions. However, it is compounded for B2B companies
that must take the extra step of aggregating the interests and preferences for
many individuals in a client company in order to infer the preferences and
interests of the company at large.
Customers expect a high degree of personalized interactions
at every stage of their relationship with a company. As such, quality information about an
individual is needed by all the functions in a company; from the Marketer
working to deliver personalized messages to a Technical Support Representative
on the phone with a customer and every process in between.
In this book you will learn how Master Data Management and Big
Data technologies are being combined to arm you with the tools you need to
attack this challenge. You will learn
how to combine information you know about a person and information you can only
infer from their behavior. Further you
will learn how to organize it in way that will enable you to act upon it and
provide a personalized touch to your customers through all their interactions
with your company.
I encourage anyone wrestling with this
challenge to take full advantage of the wealth of information in Social MDM. It will equip you with the knowledge you need
to successfully take on this challenge.
Brian Mackey
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