There are other ways to uniquely track consumers , such as using cookies , flash or java tracking , or even what is sometimes called “ digital fingerprinting .” But these are sophisticated techniques that require a significant investment from a company and can ’ t be implemented by changing processes and through data integration . Email addresses and phone numbers are all that you should really focus on . Other identifiers , such as Facebook user names or twitter handles are not unique IDs , even those they themselves are unique , because it is not bridging data — they cannot connect the physical to the digital . These identifiers are tied back to the bridging data as attributes . The bridging data represents what the customer is — everything else is just the who .
With either of these two pieces of information , any company can tie together the activities of an individual in the physical world and digital world on a consistent basis . Therefore , it all starts here . Every process that involved consumer interaction , everything from your website to your customer service and sales calls , should focus on collecting and storing these data points first , and then tying attributes to them . Here are a few examples you ’ ve probably heard before :
· “ Thank-you for calling today . May I have your phone number in case we get disconnected ? I ’ ll call you back .” Consumer reaction : wow , what proactive customer service .
· “ I ’ d like to send you a survey so that you can rate my performance . I know it can be annoying but if you complete it you get a coupon for your next purchase . May I have your email address ?” Consumer reaction : free money .
· “ Are you active on social media ? Let ’ s connect so that you receive the latest product updates and information on free add-ons . Or if you like I could add you to an email list .” Consumer reaction : it is easier if they keep me updated .
Once you understand the logic of how these companies operate , you will begin to pick out these data collection question during your interactions with companies in your personal life . They are all structured as win-win scenarios . This is how these companies begin to build the web of data that reveals to them not only the right message they must deliver to you , but the right moment at which it should be deliver , as well as the minimum ( if any ) discount that must be presented personality profile , natural dispositions , value structure , and emotional state — all of which they know . This is marketing that goes well beyond filling in a header with someone ’ s name and sending them information on the last product they view ; this is marketing personalized in every way to trigger the exact reaction these companies want .
This is true personalization . So perhaps this column is about personalization after all — funny how life works .
David F . Giannetto helps organizations leverage technology — providing both the technical and business insight necessary to create , understand and utilize it to improve performance . He is SVP of Services at Astea International , the leader in service management and mobile workforce technology .
He is author of Big Social Mobile : How Digital Initiatives can Reshape the Enterprise and Create Business Value ( Palgrave Macmillan 2014 ), the first enterprise-level methodology that helps organizations integrate social media , mobile technology and big data into their core people , processes , technology , information and strategy to create tangible improvements in revenue and profit . Visit his site at www . giannetto . com
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