Data and CRM Planning
Based on the CRM strategy, CRM planning translates the strategy from an overview of how content channels and consumers drive business outcomes, into a series of operational plans that can drive the day to day execution, planning and management of engagement with customers. A detailed CRM plan ensures that the use of digital channels to engage is continually aligned and realigned with business objectives and building, over time, a detailed understanding of how content and channels drive business outcomes.
Data planning is the process of understanding what data is required in order to optimise customer interactions and how that data can best be used to drive business outcomes. Data planning encompasses not only explicit data captured directly from customers ie name email address etc, but also implicit data that allows us to understand more about their online behaviour (site path behaviour, email open rates, content usage etc.) Part of the data plan is mapping out what data is mandatory and what is optional and what data points need to be collected, at which times, in specific channels. A comprehensive data plan ensures that a business builds up a detailed understanding of its customers and their interaction points allowing for significantly improved communications planning, detailed personalisation of offers and content, and over time, significantly improved business outcomes.
The process of putting together data and CRM plans starts with a detailed analysis of the customer journeys and digital channel plans and identifies all possible points of interaction, the data required to make that data meaningful, its potential value to the business and the technological complexity of implementing it.
This provides us with both a detailed data schema for customers as well as technology channels and content requirements for creating the CRM plan. These channel requirements are then mapped out in far more detail to develop a communications cadence for different stages of the consumer journey. An example would be a detailed welcome strategy by email, a reactivation strategy for lapsed customers, etc. Triggers and key data attribute points are also identified to allow for marketing automation where it makes sense.
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