Solving Big Data and Big Content Challenges
Gaining 360° intelligence based on every touch point of a customer with your organization will transform the way sales and marketing teams are doing business. The terms “big data” and “big content” are typically used to describe the scenario of extracting the mission-critical insight lying within the mass volumes of information that exist in sources both inside the enterprise as well as from external sources. Access to all this information can revolutionize the way strategic decisions are being made, and in parallel satisfy executives who are demanding more data-driven practices.
However, the problem still remains that much of this important information is locked in siloed systems within the technology stack. That information is fragmented, comes in many different formats, has complex security considerations and is nearly impossible to correlate, rendering it not as useful as it could be—decisions must be made based on piecemeal analyses, each covering only a small portion of the available intelligence. The solution to this problem is having unified intelligence about what keeps customers engaged and delivering a holistic view of their behavior across every touch point for sales and marketing to analyze, build strategies around, infuse dynamic personalization into the experience and constantly iterate for optimization.
Marketers know that the best-in-class experience inevitably leads to higher conversion rates, more revenue and ROI. The difficulty is in finding a tool that can connect all data, including human-generated content that is trapped in numerous relevant systems. Solving this will allow analysts to glean meaningful, actionable customer insight in real-time. As McKinsey & Company notes, “Companies have traditionally divided responsibility for touch points among functions. But a comprehensive strategy for engaging customers across them rarely emerges and, if one does, there’s often no system for executing it or measuring its performance.”
Eliminating All Sales and Marketing System Silos
Organizations that can integrate all available customer information, content and data are committed to and successful in delivering the next-generation customer experience. As shown in the figure, enabling sales and marketing organizations to evolve from only having a very fragmented view of their customers and content toward a unified approach of leveraging all the information and analytics from the source systems while keeping the security measures intact, is key to optimizing the value of their content and delivering dynamic personalized views to improve customer satisfaction and conversion rates.
Overcoming challenging technological obstacles of siloed information to provide actionable customer intelligence requires integration of structured, semi-structured and unstructured information from a wide variety of sources, such as databases, marketing automation systems, CRM, CMS, email, social media, etc. without costly, time-consuming extract, transform and load (ETL) processing. This means that sources need to be added with ease as they become available with no pre-data modeling to then correlate that information together, creating meaningful relationships between the previously impossible-to-join structured data and unstructured content. Those correlations then must be subsequently analyzed to create deeper actionable insight through advanced text analytics including predictive analytics providing real-time trends, sentiment and recommendations. Finally, this real-time insight seamlessly connects into consumer-facing applications delivering dynamic personalization or powering advanced analytics for strategic planning and campaign management.
The Results: Relevancy in Real-Time
Attivio customers are achieving their customer experience vision in months, not years, by not being required to rip and replace the current sales and marketing technology systems that already exist and are serving their purpose well. Attivio clients are interacting with their customers with relevant communications, products, content and offers in real-time. They are delivering the right content to the right person at the right time on the right device and are realizing increases in revenue and customer satisfaction that are above industry standards, such as a 45% increase in user engagement, a 66% increase in overall site traffic and a 17% increase in conversion. As Peter Drucker noted, “The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.” With Attivio, it is possible to reach a state where extreme information powers a fully personalized and dynamic customer experience for any organization to be relevant and remain ahead of their competition.
Attivio is a leading unified information access (UIA) company that specializes in delivering rapid time-to-value solutions for big data and big content challenges. For more information. Attivio, Inc., 275 Grove Street, Newton, MA 02466, 857-226-5040 or info@attivio.com www.attivio.com