Data storytelling is the art of making data speak . But what does that mean in concrete terms?
It’s about putting in place a strategy to get the most out of your customer data , at every stage of their lifecycle.
The goal of data storytelling is to transform your raw data into usable and meaningful information for your business. In other words: put data at the service of business, activity, marketing.
Why is data storytelling essential?
Data storytelling is no longer an option, it is a necessity for any company bahrain whatsapp number data 5 million that wants to stand out in the digital age.
By adopting a structured and agile data storytelling approach to orchestrate your data, you give yourself the means to extract its full potential. And it has become a key factor of differentiation and performance for companies.
There are multiple use cases:
Improve customer knowledge to personalize experiences.
Optimize your operations and reduce your costs.
Develop new products and services based on data.
Make better decisions, faster and with lower risk.
Promote innovation and identify new sources of growth.
So many levers that make data storytelling a sustainable competitive advantage for your business.
And this trend will only accelerate with the democratization of artificial intelligence. To take advantage of it, it is important to put the right data processes in place now!
The 7-step recipe to make your data talk
Now that you are convinced of the importance of data storytelling, all you have to do is get started! But where to start? Follow our step-by-step guide to implement an effective data strategy and finally make your data talk.
1. Define your marketing goals
Before you dive headfirst into exploiting your data, take the time to clarify your marketing objectives . What are your business priorities? Recruiting new customers, reactivating dormant customers, retaining your best buyers?
Once your objectives are defined, you will be able to identify the targets to address as a priority and the levers to activate . For example, you can choose to relaunch your inactive customers with a special offer by email, or reward your ambassadors with a tailor-made program.
Your marketing objectives will also guide the choice of your communication channels . At Actito, we always recommend prioritizing the appetite of your contacts to maximize engagement. The key is to deliver the right message, to the right person, at the right time and on the right channel!
Remember that marketing segmentation is your best ally to achieve your goals. Your data strategy must help you build relevant and activatable segments.
2. Identify the sources of your data
Now that you know where you want to go, you can move on to the next step: taking inventory of your available data . And the good news is, you probably have a gold mine at your fingertips!
We generally distinguish 3 main categories of data to be combined :
First-party data , which you collect directly at the various points of contact with your customers: website, stores, call centers, mobile applications, etc. This is the most valuable data, because it reflects the real interactions of your customers with your brand. It generally includes profile information (name, email, address, etc.), transactional data (purchase history), and behavioral data (page views, clicks, etc.).
Second-party data , which comes from your partners. Imagine that you are an airline and that you partner with a hotel chain to offer combined offers. By sharing your respective data, you can enrich your customer knowledge and expand your audience with qualified profiles. Second-party data is based on a give-and-take logic.
Third-party data , purchased from specialized external suppliers. This may include socio-demographic databases, appetite scoring or purchase intention data. However, be careful to check the quality and compliance of this third-party data, particularly with regard to the GDPR. And keep in mind that your competitors may also have access to it!
Mapping all of your data sources will help you identify those that are the richest and most relevant to your business. This is an essential first step towards a successful data storytelling strategy.
3. Define the use of your data
Once you have identified your data sources, you need to define how you will actually use them. This is the time to put your marketing objectives back on the table.
For each goal, list the data you’ll need at each stage of the customer journey . For example, to recruit new customers, you’ll likely need to collect contact information (email, phone, etc.), demographic data (age, location, etc.), and interests to personalize your messages.
You can classify these different uses into 3 main categories :
Contacting your targets : This is the basic information to get in touch with your prospects or customers, such as email, phone number, postal address or channel preferences. Make sure you have the consent of your contacts in accordance with the GDPR.
Qualify and segment your audiences : this is all the data that will allow you to refine your customer knowledge and create homogeneous segments. We find sociodemographic data, profile information (CSP, family status, etc.), purchasing habits and even the engagement score.
Personalize your messages : to create tailor-made and engaging communications , you need to use detailed data on your contacts: their latest purchases, the products viewed on your site, their browsing history, etc. All this information is valuable for adapting your content.
As you will have understood, the more relevant data you have on your customers or prospects, the more you will be able to orchestrate ultra-personalized and effective campaigns. This is one of the strong convictions of any data storytelling strategy.
4. Qualify your data
Before you can use your data, you need to make sure it is reliable, up-to-date, and usable .
To do this, we recommend that you conduct a complete audit of your databases . The goal is to comb through your data to identify any anomalies and inconsistencies: duplicates, missing fields, invalid email addresses, etc.
Once this inventory has been carried out, it's time for a major clean-up ! Remove duplicates, correct errors, and standardize formats. It's a lot of work, but essential to clean up your database. At Actito, we provide you with dedicated tools to facilitate these time-consuming operations.
But data storytelling is not just about cleaning up, it is also about enriching and refining your customer knowledge .
For this, there are many qualification tactics:
Offer your contacts the opportunity to complete their profile in exchange for an attractive offer (guide, discount, etc.).
Launch surveys or polls to learn more about their expectations and needs.
Analyze their behavior on your site and your communications to infer their interests.
Cross-reference your CRM data with external sources like social networks.