To use data well, it is first of all a matter of differentiating between what we hear and what we listen to. Some of the data you have on hand is what Australia Mobile Number Database you observe, what you see, and what you unwittingly create. Data becomes actionable when you know what you want to do with it. ISM Team Share on Facebook Share on Twitter Share on Linkedin jtoscanoJérôme TOSCANO, After having been a consultant in business organization, he created his company in the field of Big Data in 2012. His strengths are pragmatism, knowledge of new technologies and rapid understanding of the issues that impact the organization of the business. He works at ISM on Big Data and digital marketing issues.

To use data well, it is first of all a matter of differentiating between what we hear and what we listen to. Some of the data you have on hand is what you observe, what you see, and what you unwittingly create. Data becomes actionable when you know what you want to do with it. Step 1: Have the right value proposition Take stock of your strategy: do you have the necessary resources to achieve in real life what you thought during your strategic committees? Does the data you collect allow you to understand in order to act? This goes through your tools, but above all, through your ability to apply your strategy within your organization. Step 2: Estimate customer value, have effective segmentation Thinking about customer and not product is the key to understanding what users of your services / products think and say about you.

Step 8: Practice Continuous Improvement

This state of mind will also allow you to differentiate yourself from your competitors in increasingly complex markets. Just think! A customer within a segment can be multiple, if you segment in relation to the product and not in relation to customer aspiration. Contextualizing your actions can be an overwhelming puzzle. You have to be able to make this distinction. Step 3: Use the data to make choices When you have a significant amount of data, which moreover relates to customers, transactional data alone is no longer sufficient. Your goal is to extract behavioral data to infer customers’ aspirations, and not just on their web browsing journey. Simply cross data to derive understandable and actionable value (understand SMART-DATA). Step 4: Develop personalized action plans Using data wisely should allow you to have a so-called “mass personalization” approach.

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Do not send the same message to a “VIP” customer who becomes “dropout” as to a “dropout” customer who becomes “VIP”. Where you were doing the same action for a set of clients, today you must have several and different ones. The data, especially generated, will allow you to treat these customers differently. datamkg Step 5: Practice Effective Tests – Create Experiment Libraries Among the data at your disposal, there are those that you have, and those that you generate through your actions. But the same action can have different consequences. You must be able to test and then measure the benefits of each of your actions to refine THE right action in the right context. Step 6: Measure the benefits We are used to looking at metrics one at a time, but have you tried creating grouped metrics for yourself?

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For example, the performance of your website does not only take into account its traffic volume, but also the actions generated, the origin of visitors, etc. If only one of these indicators is negative, it can have an influence on the others. Do you want to have contextualized actions? Also contextualize your KPIs to understand and act. Step 7: Develop long-term action plans To successfully contextualize your actions, you need to climb the stairs one after the other. Set yourself intermediate goals to reach your final goal. A succession of virtuous actions will allow you to achieve your goal. But to do this, you must be able to understand the benefit or the shortcomings of each of your actions. Step 8: Practice continuous improvement Succeeding in standing out is not an end, it is an approach that must be at the heart of your reflections at all times. To maintain a satisfactory level of differentiation, you will need more than tools, you will need a mindset of continuous improvement.

It cannot be decreed, it is built over time. So start now! In conclusion : Your data must allow you to understand in order to act. The problem is to understand simply in order to act effectively. To do this, setting up a relevant and measurable data strategy at each stage is one of the keys to your success. Recommendation of our expert Do you want to explore the new challenges of digital marketing and effectively support your business in the changes linked to Big Data? Our expert recommends three short and comprehensive training courses: Data marketing Communicating, promoting and selling its products more effectively, by finely adapting to customer expectations, needs and habits, has become possible using data.

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