The Best Customer Data Is Already Yours

by David Shor (Google+)
Posted on April 15, 2016 in customer-acquisition-retention.

One of the biggest challenges in digital marketing is finding the right consumers and understanding how and when to reach them. But what if we told you that access to this valuable information may already be at your fingertips?

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Successful digital marketing depends on your company's ability to access and analyze key customer insights, such as who they are, what their needs and preferences are, and how to guide them toward making a purchase. These data points are so essential to achieving a positive outcome that many companies rely on third­party aggregators to collect it for them using indirect means such as cookies or demographic profiling.

The truth is this is often unnecessary, because your business already has more powerful data at your disposal — data that represents a surer path to better customer understanding and business performance. You just need the right strategy for tapping into it and making it actionable. A recent marketer survey (registration required) conducted by Econsultancy, in association with

Signal, found that first­party data — customer information that brands collect and own themselves — delivers the highest ROI compared to other types of data. And, as discussed in this B2B Marketing Insider post, 82% of respondents agreed or strongly agreed that their companies would increase their use of first­party data over the next year.

So, where can you get your hands on this first­party data? We recommend you start by mining your mobile web apps, social media channels, offline points­of­sale, CRM systems, email/SMS databases, and even your call centers. These consumer touch points can provide a fountain of direct consumer insights that can increase your understanding of their buyer's journey and guide your efforts to tailor your brand experience to their needs.

At Prove, we have evolved customer acquisition and retention strategies that enable us to leverage all the first­party data your business is acquiring. We do this by applying mass personalization techniques that increase your ability to effectively engage the right audience, at the right time, and convert them into connected prospects — all while reducing your marketing costs.

Why wait for aggregators to send you data that you already own? Talk to us and learn how we can help you gather, analyze and apply the customer insights that will drive your marketing engine to ROI success.

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About Prove

Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.

We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.

Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.


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