Mobile marketing: without quality data, it’s a swipe every time!

Open Forum with Nathalie Schulz, DQE Software CEO

The mobile revolution is happening! In October 2016, global mobile traffic overtook web1 traffic for the first time, and in December, Amazon announced that 72% of its Christmas customers had placed at least one order via their mobile2.

Changes in technology usage, the enhanced shopping experience, hyper-personalised customer relations and simplified payment methods… The mobile world gives brands unique opportunities to reinvent their marketing strategies and work on that sacrosanct “customer experience” that has now become crucial in the buying decisions of consumers who are increasingly mobile, volatile and demanding.

But to achieve this requires total control of data. That means not only gathering and analysing customer data, but making sure that it is reliable, so that it gives us a comprehensive customer vision, thereby succeeding in the “magic recipe” of marketing: “delivering the right offer, to the right person, at the right time”. Even so, brands still have plenty of progress to make in this area!

Putting data quality at the heart of mobile experiences

Although the majority of marketing and digital departments believe that managing customer data quality is vital for effective orchestration of their strategies3, there are still many that neglect some of their first-party descriptive data, and then find themselves in a personalisation race that can prove ultimately disappointing.

So what’s the point – for example - running a geofencing promotion where the purchase of a product is rewarded by a one-time discount on the mobile device if the consumer receives the promotion two or three times, because the brand database has not been cleaned of multiple files? It is a regrettable oversight, and one that damages trust in the brand, tarnishes the customer experience, and unnecessarily increases marketing pressure on the customer.

Of course it’s important to look at navigation data, purchasing data and behavioural data as the basis for personalised offers, but it’s still important to target the right person. So only reliable, high-quality data will deliver unique and truly “1-to-1” experiences.

In an increasingly competitive world, it is absolutely vital that brands create a virtuous circle of data gathering and data reliability to inform and fuel the customer relationship over the long term, with mobile experiences that are increasingly personalised and contextualised.

Creating mobile pathways that generate data

Because mobiles are central to interaction, they have become an inexhaustible source of data, allowing brands to get a better understanding of their customers. Mobile users are never far from their devices, and are happy to part with personal information in exchange for real added-value services.

But accessing high-quality mobile-generated customer data requires brands to stop considering mobile sites and apps as extensions to a website, and not be content with a single responsive design solution, without having rethought and simplified the pathways to facilitate the storage of this data on mobiles.

The issue of the pathway, whether in terms of the purchase or the customer relationship, is therefore key. Logging in, leaving your contact details, placing an order, entering delivery details, requesting information, subscribing to a newsletter... all these stages, which are very often tedious, must be simplified to optimise data gathering.

It is by making all these interaction opportunities easier and optimising data quality “at source” that consumers will be encouraged to sow snippets of information about themselves that will, once consolidated, help the brand to understand them better and therefore serve them better.

Validating customer data in real time at the point of entry

This approach can only be implemented by applying preventive Data Quality Management to all mobile channels (apps and responsive websites) to check the reliability of data entered in real time: postal address incorrectly entered, same mobile number associated with different customer accounts, checking with telecoms operators that a landline or mobile number really does exist, validation of user name and domain name in the e-mail, cross-referencing geolocation data with IP address, cross-referencing name and address with reference databases, etc.

The bottom line is to avoid any risk of error or duplicate entries that would jam the previously designed reconciliation mechanism and negate fraud prevention policies. A strategy that benefits end customers by targeting them only with appropriate offers and added-value services, and ‘augmented’ store sales staff who can use their clienteling app to interact with, and advise, their customers, and benefit from these interactions to expand the body of customer knowledge with just a few clicks on their tablet.

In a nutshell, the challenge for brands is as simple as it is cruel: become truly “Customer Mobile Friendly” or be ejected forever from the life of the consumer in a single swipe4!

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3 3According to a survey conducted by Harris Interactive on behalf of DQE Software in April 2017, 76% of marketing professionals questioned believe that data quality management is essential -

4 The action of using a finger to swipe a mobile device screen horizontally to delete content