Getting your head around the data enables you to provide relevant and meaningful content to your consumers.
Understanding how the data and backend processes intertwine is necessary to build complex strategies and automate them.
There are a few approaches that can be used individually, or in unison to help guide the strategic process.
Below are a few examples, though we have many more methodologies up our sleeve.
Imagine you are on a first date. You wouldn't blurt out, "Marry me?" as you soon as you meet (even if you know they are the one). This is the mindset of lifecycle marketing. In addition to understanding your stage of the relationship, you also want to do what you can to make that relationship better and last longer.
Furthermore, there are many different kinds of relationships that your customers can have with you. This is segmentation. Making the most of each relationship involves testing to see what will move the needle on generating more revenue and creating brand advocates.