And then? What do you do with all that data?
By mapping all the data, you can create a 360 degree customer profile. A 360 degree customer profile not only maps gender, age and purchase, but behavioural data as well. It also looks at what the customer is sensitive to, what type of customer they are, and how they behave compared to other customers. This makes the 360 degree customer profile a very complete picture of the customer.
By linking the DMP to your email marketing software and regularly synchronising the data, you can approach the customer with the right message during all phases of the customer journey. For instance, if the customer is in the orientation phase, you can send an email with more information about your product. And if you know a customer is interested in your product and is in the decision-making phase, you can play into that by sending an email with a targeted offer. Email is an ideal channel to generate more traffic for your website, provide service and stimulate sales. By using the data from your DMP to send personalised emails, you will achieve higher conversion rates and build a sustainable relationship with the client. There are many more options open to you when you have a good DMP and 360 degree customer profile. For instance, you can also: