Takeaways from Connect the Data Dots: Bridging Integrated Customer Data

Simplify Data-Driven Personalization

Data-driven personalization has an undeniable track record for engaging customers, making it paramount to marketing success. Yet, almost 80% of organizations state that they struggle to activate “most, if not all,” of the customer data they collect. 

Whether it’s accessing data quickly and efficiently or transforming it into content, scaling personalization can feel like the Mount Everest of marketing. But by optimizing every component of your martech stack—data, messages, and content—you’ll be able to easily reach the pinnacle of your marketing messaging for powerful, lasting results. 

Discern the Data You Need

We all know that data is crucial to marketing endeavors, but sometimes it can feel like a buzzword too. Articles everywhere herald the importance of countless types of data: zero- and first-party data, along with customer, contextual, and business data are just the start of a seemingly endless list of possibilities. 

However, no marketing message is going to include every possible data point, and not every piece of information is relevant or enticing. While real-time data is absolutely crucial for some—think of retailers who want to display live pricing—marketers that usually display evergreen information may not need it at all times.

Before setting data goals, marketers need to ask themselves these strategic questions:

• What are your KPIs, and what data do you need to achieve those goals?

• What are you hoping to accomplish with this data?

• What is the time-value of this data? (How long will it remain relevant to customers?)

Once you understand what data you actually need, you can get to work on ensuring that you have the martech stack you need to activate it at scale.

Bridging Data, Messages, and Content

A martech stack is at its best when all of its tools and partners are seamlessly integrated to work better together. That’s where the partnership of mParticle, Braze, and Movable Ink really shine. Let’s unpack the process:

• Data is collected, organized and centralized by mParticle. Data from each customer’s profile is then funneled to Braze—or any other party you choose.

• Messages are deployed by Braze across channels in perfect unison with recent customer interactions.

• Content is automatically generated from any data source at any time by Movable Ink, creating an engaging visual. 

By combining these platforms, marketers realize an automated approach to data-powered messaging that simply isn’t possible through manual efforts alone.

Peacock's Data-Driven Mastery

Peacock was looking to end the year with a personalized campaign that celebrated individual subscribers’ viewing milestones. The goal was to stoke growing excitement by highlighting the streaming service’s unique value, while encouraging free users to convert to paid subscriptions.

By leaning on the trio of Movable Ink, mParticle, and Braze, the Peacock team created a dynamically personalized year-in-review campaign that highlighted viewers’ most-watched programming across film, TV, sports, news, and more. 

Peacock used mParticle to access a robust data set centered around key viewing milestones, such as streamers’ most active month, favorite day to watch, genres viewed, and longest binge. Additionally, Peacock refined the campaign’s audience so that only active, long-term users would receive the campaign.

After identifying this key information, Peacock made their email more compelling by using Braze to create customized attributes that dynamically displayed a calendar gif. 

Movable Ink then stepped in to create a custom app and master template that connected to Peacock’s data sources. This allowed the email to automatically personalize to each customers’ most-watched genres. The highlighted genres were also displayed with those that weren’t viewed, allowing Peacock to reinforce the breadth of their content and encourage further discovery. 

The proof was in the numbers. Peacock saw an impressive 20% lift in churn rate reduction, a 6% increase in upgrades, and a 2 percentage point rise in return rate. This means that after receiving the year-in-review email, users went back to view more content within a week of the campaign’s deployment.

Embrace Integrated Data Today

Don’t let personalization be an unreachable dream. For optimal marketing success, these data-driven approaches are a must for every campaign, not just one-off sends.

Achieve a new business-as-usual by automatically transforming your data into engaging content at scale using a martech stack that works like a well-oiled machine.