Declared Data 101

How to Achieve Omnichannel Personalization with Declared Data

Personalizing the customer experience across channels is a goal most brands covet, yet few actually achieve. What’s the secret to treating every customer like the unique individual they are? Continue reading to find out.

Personalizing the customer experience across channels is a goal most brands covet, yet few actually achieve. With consumer standards higher than ever, it’s not enough to just have an online store, post on social media or send a promotional email. Consumers expect experiences to cater to their individual needs.

The evidence is clear: Over half of consumers admit to switching brands if a company fails to personalize experiences and nearly two-thirds expect personalized offers. With numbers like that, it’s no wonder marketers are striving to deliver one-to-one personalization, across all channels.

However, the challenge to remain relevant and maintain a consistent customer experience that spans both time and touchpoints remains elusive to many.

How can you achieve true omnichannel personalization at scale? What’s the secret to treating every customer like the unique individual they are, across all channels?

In this blog post we’ll show you how you can achieve true personalization, at scale, (yes, it’s possible!) with declared data.

Data Fuels Omnichannel Personalization

Delivering an omnichannel experience is impossible without data.

In order to personalize across channels you need to know when, where, why and how customers are interacting with you brand. These data points create a unified view of the customer profile.

When the correct data is collected and activated, the results are astounding. McKinsey predicts that data-activated marketing can boost sales by 15 to 20 percent (and even more for digital sales) while significantly improving the ROI on marketing spend. With the information available to today’s businesses, it’s not the lack of data that’s hurting marketers, it’s quality.

While behavior and transactional data are great, they’re only part of the puzzle. What if the last purchase a customer made was for a friend? What if a family member borrowed their phone to browse for products?

Without knowing your buyer’s intentions, motivations and interests, you run the risk of botched personalization.

But what about third-party data? Can’t that be supplemented to provide those insights?

Well, yes and no.

Third-party data can be bought and sold for years without being updated, so it’s often out of date. Consumer preferences change: Personal styles evolve, budgets increase, and tastes modernize.

While third-party data is readily available, the data being bought and sold is only 34% accurate. That means you only have a 1 in 3 chance of getting personalization right. And with 58% of consumers opting to switch brands over bad personalization, do you like those odds?

To achieve true personalization, you need real-time, relevant and accurate data.

Declared Data for Personalization

That’s right – you need declared data!

Declared data is a type of first-party data that has been willingly and explicitly shared by an individual consumer, often about their motivations, intentions, interests, and preferences. (You can learn more here.)

If given the chance, consumers will freely tell you their motivations, intentions, interests, and preferences, in exchange for relevant, personalized experiences.

By activating this data across all channels, you can create meaningful, one-to-one, omnichannel marketing, the kind that treats every consumer like a friend.

Declared Data + Omnichannel Personalization

Powering true, one-to-one personalization starts at the first touch. Using declared data for your omnichannel strategy ensures your personalization efforts are always relevant and accurate, whichmeans you build a consistent relationships with the customer no matter where they interact with your brand.

Let’s see how it’s done:

A major travel brand captures the most important pieces of declared data and ties it back to individual consumers. Those attributes may include the style of traveler they are (adventurous, foodie, or culture and art lover) and who they plan to travel with (solo, a partner, friends, or children), and where they want to travel next.  

The Omnichannel Experience

  • The first touch is a personalized email subject line with the destination given by the consumer.
  • Then the consumer sees a paid social ad touting decreased air fare for the destination with an image that appeals to their travel style.
  • That ad leads to a personalized landing page, with offers for hotels and excursions, as well as content about the destination.
  • The next touch is a shoppable email, that directs the traveler right to a personalized bookings page.

This may seem like a lot, but when 69% of travelers say they’re more loyal to a travel company that personalizes their experience online and offline, this strategy isn’t a nice-to-have, it’s a must.

But it doesn’t stop at travel! Here are three more examples of how brands are using declared data for omnichannel personalization:

  • An eCommerce sports brand acquires new customers with declared data tied to their customer profile. With that data, the brand can ensure that these customers only see the content, products, and offers most relevant to them – regardless of channel.
  • Hearst uses declared data to uncover readers’ content consumption, interests, and intentions to send readers the most relevant articles, enhance their social ecosystem, and increase their advertisers’ success with better targeting.
  • A pro sports team captures declared data on fans’ interest in different ticket packages and nurtures them with seamless messaging on every channel, based on whether they’d prefer season tickets, multi-game packs, and single game tickets.

Whatever the use case, omnichannel personalization is about empowering your audiences – wherever and whenever they want.

Getting Started

Curious to learn more about how to use declared data for your omnichannel strategy? Chat with one of our declared data specialists about how to get started.

Published July 12, 2018

Related Resources

The Complete Guide to Creating a Declared Data Strategy

Creating a declared data strategy doesn’t have to be complicated. Here’s how you can make your plan to collect and activate consumer-consented first-party data at scale.

Read more

The Declared Data Strategy Template

This fully editable template is everything you need to map out your declared data strategy.

Download the template

Consumer Data Types, Explained: The Difference Between Third-Party, Second-Party, and First-Party Data

Confused by the marketing data landscape? Here’s your primer on consumer data types and their respective pros and cons.

Read more

Subscribe

See the power of declared data for yourself.