According to Harvard Business Review, those are the kinds of results you can expect when you personalize your marketing. And in our experience, many companies see even more impressive results—like when one Lytics client grew their entire professional services business by 54%.
In other words, when 81% of customers say they wish brands knew them better and they want more personalization, they’re not joking. Making those changes can make a huge difference in how those customers connect with—and ultimately purchase from—your business.
Of course, when you first dive into the world of customer data, it can be overwhelming. How do you best unify it? How do you take data from a phone, a tablet, a laptop, a work desktop and stitch it all together into a unified customer profile? How do you teach your teams and agencies how to get the most out of the data you collect? And how do you take that data and turn it into real personalized experiences that keep your customers coming back for more?
The answer starts with a great Customer Data Platform (CDP), but it doesn’t end there. Which is why here at Lytics we decided to add some strategic consulting services—to help you get the most out of your CDP and the data it unifies and tracks.
Organizational design: Align your internal teams for efficiency and results
As we’ve onboarded over 1,000 websites, we’ve been watching to see what works—and what doesn’t.
Here’s what we’ve learned (and it’ll probably come as no surprise):
The most successful companies align their marketing and tech teams.
This can be a big challenge. How do you align leadership, marketing, IT, channel managers, front-end developers, and analytics folks? How do you manage journeys across multiple functional responsibilities?
The answer is strategy. Which is why we’ve developed our Organizational Design Workshop. In the workshop, a Lytics strategist will dig into company structure and process to help you plan for and align the people and processes that will make or break your data and personalization success.
Customer journey planning: Understanding the customers behind the data
The sheer volume of data most companies have these days can be pretty overwhelming. 400, 500, 1,000+ fields for each user in your database—we’ve seen it all. And when you unify all that data and now have thousands of fields to segment by, it’s hard to know where to start.
Yet again, this is where our strategists come in. Our Customer Journey Planning Workshop is designed to help your team find that starting place.
We’ll help you sift through those 1,000 fields and find the foundational pieces of data to build your journeys on. We’ll help teams used to single-channel marketing plan for cross-channel customer journeys. And we’ll help you identify and build three core customer journeys within Lytics to jumpstart your team.
When we did this with one recent financial client—helping them identify ideal customers based on their interests and use a Facebook lookalike audience to find more customers like them, they saw a 400% increase in conversions.
Data architecture: Design your data to drive real results
Another common challenge when implementing a Customer Data Platform is making sure your existing data systems are optimized. Are your databases online or offline? How often do you have access to your data? Is it real time? Could it be?
The Data Architecture Workshop is designed to answer these questions—to help you understand how you can make the best use of your data for user reconciliation and how you can move that data closer to real-time.
Now, not every business needs data in real time. For one Lytics client, once-daily data updates were a great fit. But for others—like the large car rental company targeting customers who abandoned a purchase—real-time data is essential.
This workshop is designed to figure out which kind of company you are and how your data structures can best serve your goals.
Agency enablement: Make your agency partners more effective (without giving them an all-access pass to your users)
If most failures are people problems, another point of strength or weakness in the data and personalization chain is your agency partners. If they’re handling your social media, blog posts, brand campaigns, email marketing, or SEO—they’ll need to be looped in on your new data strategies.
But here’s the trick: Not everyone wants to share all their customer data with an agency.
And you don’t have to.
With Lytics, you can leverage your data for agency-run campaigns without giving your agency full access to your first-party data.
During the Agency Enablement Workshop, we’ll not only teach you how to leverage data in agency projects, sharing only what you want to share, but we’ll also train your agency in how to best use Lytics in their campaigns.
In past agency partner projects, we’ve seen incredible ROI. One recent Lytics client achieved a 37% improvement on ad spend.
Custom services: Strategic help wherever you need it most
Those four workshops represent common challenges we see clients face. But they’re not the only challenges, and sometimes it’s hard to even know where you’ll need help. Which is why we’re also offering custom services—monthly retainers and custom workshops to help you tackle strategic and organizational challenges as they arise.
The bottom line here is that we know data can be overwhelming. We know moving companies toward customer-centric marketing is a challenge. And you don’t have to manage it all on your own.
With thousands of sites under our belts, we’re well positioned to accelerate your learning curve, train your teams, and move your company toward the exceptional results we see with data-driven customer-centric marketing every day.
If you’re already a Lytics customer, contact your rep to learn more.
If you’re not with Lytics yet, we’d love to give you a demo and answer any questions you might have.