Data activation is the practice of processing customer data. But it needs to be in accordance with data compliances and regulations. Here is how B2C brands can balance their data compliance and data activation goals.
B2C brands today can collect customer data from multiple sources. Some of the data collection sources include websites, social media, SMS, customer service records, surveys, mobile apps, analytics tools, emails, loyalty programs, and transaction data to name a few.
IDENTITY RESOLUTION FOR WINNING CUSTOMER EXPERIENCE: A GUIDE FOR ENTERPRISE MARKETERS
Identity Resolution is central to customer data management in the omni-channel world. Enterprise marketers would be unable to create winning CX without it. But customer data itself is both- a challenge and an opportunity.
The data collected needs to be processed to drive new sales and marketing initiatives, enhance personalization and deliver superior customer experience. That’s where data activation comes in.
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Article source: https://www.martechadvisor.com/articles/data-management/b2c-brands-managing-data-compliance-data-activation-goals/
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