Relevance through good data
On master data management and the integration of peripheral systems.
Which product should I offer to Lena Meier? When should I do so? And where? With the right data, we attain relevance and high closing probabilities: the indicators of good decisions.
Which offer is the right one for my customer Lena Meier? Good “next best actions” are those that are highly relevant. For high relevance I need data – and the right data! I get data from my systems: my webshop (Lena’s shopping behavior and times, open shopping carts, Lena’s shoe size); the order system (leads, offers, contracts, orders, claims); the ERP (stocks of the boot in size 39); the app or the self-service portal (geodata, inquiries, uploaded documents); the partner system (partner data, address, date of birth), Facebook (contents that Lena liked or shared), my website (clicks, bike configuration, pages viewed) and, naturally, from my CRM (communications, business cases, hobby and interests, relationships).
It is important to avoid data silos. Ideally, the relevant data for marketing campaigns and reports is already consolidated in a data warehouse (DWH) or is integrated through interfaces. Cross-system, coordinated master data management is essential for attaining high quality and consistency. This clarifies where the data is “at home” and, depending on the use case, how they are synchronized and with what frequency.
Various technologies are available for the technical interface connection: CVS imports (manual or automatic), SOAP, REST Web services, or database replicas offer various advantages and integration depths, depending on the system.
If I have the relevant data on hand, I know which product Lena Meier will likely open her purse for: one of the last models of the boots that Lena likes so much, in the right size and color. Through a personalized newsletter I draw her attention to the boot, which she then can have delivered home or to work, or can pick up at the local sales outlet.