The Marketing Analytics Stack - How to Use Customer Data for Traction and Growth
Customer data model with the Customer Stack
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Transcript of Customer data model with the Customer Stack
The Customer
Stack
Action
Compute
Messaging
Tracking
Profile
Customer data orchestration has four core actions.
Send a message
Messaging
➔ Email➔ Ad➔ Web page➔ Phone call➔ Meeting with a sales rep
Track reactions Tracking
Messaging
➔ Email open➔ Ad clicked➔ Web page viewed➔ Meeting held
Record to a profile
Messaging
Profile
Tracking
➔ via integrations➔ CRM➔ Marketing automation➔ Analytics➔ Backend database
Decide actions
Messaging
TrackingAction
Profile➔ via integrations➔ Trigger drip emails➔ Sync qualified leads➔ Enroll in ad audience➔ Schedule meeting
Send more messages
Messaging
Tracking
Profile
Action
➔ Email➔ Ad➔ Web page➔ Phone call➔ Meeting with a sales rep
This forms the a closed loop.We can react!
Action
Messaging
Tracking
Profile
Not all data is ready-to-use.
Messaging
TrackingAction
Profile➔ “Data puke”➔ Can’t sync data as is➔ Wrong format➔ Missing data➔ Needs processing
So it needs computation.
Messaging
TrackingAction
Compute
➔ Cleanse➔ Enrich➔ Segment➔ Score➔ Transform➔ Qualify
Profile
Sync it back to the profile. Action
Profile
Compute
➔ Cleaned➔ Enriched➔ Segmented➔ Scored➔ Transformed➔ Qualified
Tracking
Messaging
Use clean data everywhere.
Profile➔ Messaging, email, live chat➔ CRM➔ Ads➔ Website➔ In-product➔ Analytics & intelligence
Action
Messaging
Tracking
Compute
Use the customer stack to explain orchestration as closed loops.
Profile
Compute
Tracking
Messaging
Action
Explore orchestrations for your teamshull.io/recipes
Action
Compute
Messaging
Tracking
Profile
