Valtech White Paper: “Cross Data Marketing, toward the data-driven company”

January 21, 2013

Today, brands are facing a new kind of consumer, characterized by a growing usage of new technologies and an increasingly fragmented and discontinuous customer purchasing journey. Indeed, his digital usages are heterogeneous, as he switches from one channel to another to interact with brands.

He informs himself online, comments on Facebook, relays on Twitter and does his final purchase in a store. In this environment, marketing teams face a new complex data ecosystem: unprecedented data volumes generated by consumers on their online journey, at every point of interaction with brands, especially with digital interactions.

Marketing teams are sometimes distraught against this complex data ecosystem that, despite being available, is not always understandable and exploitable. And yet, it is in the collection and exploitation of data supplied by the consumer that lies the real revolution of digital marketing. It is therefore critical to be able to precisely measure the cross-channel behavior of the consumer. How can the marketing manager orchestrate and transform these data into an opportunity for a brand?

“By having extremely detailed customer data, based on digital cross-channel behavior, marketing teams have the means to intervene in the timeliest and most relevant manner in the buying journey and to calibrate individual channel marketing initiatives based on the analysis of these data. This is what we call cross-marketing data at Valtech,” comments Aurélie Hornoy, Head of Digital Intelligence and Analytics expertise at Valtech, and author of the white paper.

The White Paper proposed by Valtech provides concrete ways to understand the new consumer behavior, and implement the right tools and best practices to initiate a culture of data, measurement and performance within marketing teams.

The major benefit of this cross-marketing data is in the deployment of targeted, relevant and contextual marketing. Indeed, the consumer has never been so accessible, as it is now, through a growing number of channels in a multiplicity of environments. By measuring and analyzing digital and cross-channel consumer behavior, brands have the opportunity to address the consumer whenever they want, at any place and any time.

This value-creating marketing is based on a detailed study of the consumer usages. Data-driven, it is closer to the expectations of the latter, and integrates seamlessly in his journey, with a real added value in everyday life.

This new scope of work is naturally a huge challenge for marketers who are forced to revise their fundamentals. However, it also represents a great opportunity for the next few years, with a hope to completely rethink marketing, by focusing on its final recipient, the consumer,” concludes Aurélie Hornoy.