Post by wekeve7933 on Dec 5, 2023 9:50:09 GMT
Converteo has drawn up an inventory of the technologies available for the collection of customer and visitor data at points of sale and their use for marketing purposes. And the observation defies fantasies: each technology has its specificities (technical and analytical) and its constraints, sometimes strong. Consequently, their exploitation is still most often restricted to experiments or partial data collection. Indeed, to succeed in your Data in store transformation , you must clearly frame your final needs and include them in a medium-term data and marketing strategy.
Data in store: strong potential hampered by cost and fragmentation Email List The growing maturity of technologies for collecting customer data at the point of sale now makes it possible to consider drawing lessons from customer journeys. The data collected offers new means of activating customers and prospects. However, the significant cost of implementing these technologies limits their large-scale deployment. In addition, there are the constraints inherent to data collection : reliability, data fragmentation, and logistics. These possibilities and constraints implied by any in-store data collection and activation strategy are supported by a consensus on the objectives and expected results . Strong governance , financial resources that match the ambition and close collaboration between the sales, marketing and data departments are just as essential. Each data in store technology has its own use Converteo's white paper provides a clear overview of what each CMO, Chief Data Officer (CDO) or Store Manager can expect based on the use of each data collection technology.
This in terms of uses, benefits and constraints. In summary : What trends in the adoption of collection technologies? “ The CDOs, store directors and other functions that we interviewed showed great realism ,” explains Raphaël Fétique, co-founder of Converteo. Certain in-store data technologies – such as the beacon – have not had time to be massively adopted before being called into question. Anyone who cares about the ROI of their marketing investments comes to challenge many in-store data technologies which have yet to demonstrate their added value ,” he concludes. The majority of technologies evaluated in the white paper are still at the experimentation stage among most brands. The latter need support – strategic and operational integration, change management – in order to implement the strategy capable of exploiting the full potential in terms of collection, activation and valorization of data.
Data in store: strong potential hampered by cost and fragmentation Email List The growing maturity of technologies for collecting customer data at the point of sale now makes it possible to consider drawing lessons from customer journeys. The data collected offers new means of activating customers and prospects. However, the significant cost of implementing these technologies limits their large-scale deployment. In addition, there are the constraints inherent to data collection : reliability, data fragmentation, and logistics. These possibilities and constraints implied by any in-store data collection and activation strategy are supported by a consensus on the objectives and expected results . Strong governance , financial resources that match the ambition and close collaboration between the sales, marketing and data departments are just as essential. Each data in store technology has its own use Converteo's white paper provides a clear overview of what each CMO, Chief Data Officer (CDO) or Store Manager can expect based on the use of each data collection technology.
This in terms of uses, benefits and constraints. In summary : What trends in the adoption of collection technologies? “ The CDOs, store directors and other functions that we interviewed showed great realism ,” explains Raphaël Fétique, co-founder of Converteo. Certain in-store data technologies – such as the beacon – have not had time to be massively adopted before being called into question. Anyone who cares about the ROI of their marketing investments comes to challenge many in-store data technologies which have yet to demonstrate their added value ,” he concludes. The majority of technologies evaluated in the white paper are still at the experimentation stage among most brands. The latter need support – strategic and operational integration, change management – in order to implement the strategy capable of exploiting the full potential in terms of collection, activation and valorization of data.