In marketing, the importance of knowing a business' consumers is absolutely crucial. This notion has even been labelled the ‘single customer view’ and businesses have quickly understood that along with this approach come a lot of challenges that need to be overcome. Managing and updating consumer data is time consuming, involves costs and can at times be unrealistic. Therefore, businesses need to rethink their manner of approaching their customer view. Marketers argue that there should be a change from businesses following only a single customer view to support the view of data. Overall, a single individual view should be adopted (Econsultancy).
Static data is data that does not change frequently, such as the customer name, gender, address, email address and previous transactions. For businesses, static data can deliver useful information such as the customer's preferred communication channels, and can help to understand the current and future value of the consumer. These behavourial insights are very important to businesses.
Dynamic data, on the other hand, changes all the time. It could be the consumer’s last click on a website or on web banners, referral from search engines or mobile app downloads. This contextual information provides necessary information in order to understand the reasons for the interaction, and ensures that appropriate actions are taken.
STEPS TO TAKE
Tourism businesses need to make use of both sets of data; combining the understanding of the static data and building the dynamic data on top of that. It is also crucial for businesses to figure out the missing elements and to seek appropriate channels through which to interact with consumers. The right kind of technology should be used to access, analyse and make decisions based on the data. All of these steps are very important when thinking about adopting a single individual customer view.
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