di Marco Belmondo, Chief Marketing Officer at Datrix group (including 3rdPlace)
The Global Data Management Community defines Data Governance as “the collection of practices and processes which help to ensure the formal management of data assets within an organization”. In other words, Data Governance means the adoption of technologies, processes, and policies aimed at having the ability to well manage data, both in terms of integration, modeling, and quality.
Meanwhile, in marketing strategies, from big companies to medium business, everyone talks about the necessity to move from a product-oriented approach to a customer centricity strategy. Put the customer in the center, what does it mean? First, it means the construction of a full omnichannel experience.
The customer expects to be followed not only in his actions on different devices but also in his behaviour, habits or even emotions. Which are the enabling factors to turn this goal to reality? Which are the actions and the processes to develop? And, most of all, which is the link between Data Governance and omnichannel? Let’s understand it in this article.
3rdPlace fully recognizes the adoption of a complete data governance strategy as an enabling element for extracting value from data. More specifically, data governance strategy represents the foundation for the development of Advanced Analytics & Artificial Intelligence algorithms.
Why do you need to invest in Data Governance to build an Omnichannel Customer Experience?
The integration between the different digital assets, as well as between the physical and digital world, can take place in only one way: a data-driven transformation.
Extracting value from data basically means structuring it and applying different methodology to it. These methodologies lead to exploits the insight derived from data to perform better actions and make optimal business decisions. You can use data to improve the efficiency of its own internal process (for example, in a predictive maintenance planning) or you can use them to increase the effectiveness of your communication with customers and prospects.
From at least three points of view, Data Management technologies and the consequent Data Governance activities are central in supporting this data-driven change:
• Overcoming data silos: as we know, data silo is a database totally disconnected with other data source (for example, it could be managed by a single company function). It represents the traditional approach to data collection and management, but it reveals itself totally inadequate when it comes time for omnichannel.
• The development of a data-driven culture: it’s not only matter of technology. Technology transformation implies process transformation to be effective. To be omnichannel is not an IT issue, it is a business one and data should be at the center of this evolution.
• The foundation for Augmented Analytics & Artificial Intelligence: if you are mature from a data governance point of view, you are enabling the development of more complex algorithms and models. You can start with descriptive analytics and then move towards predictive and prescriptive goals.
3rdPlace Data Governance Solutions
3rdPlace, using both proprietary and external solutions, has a strong experience in supporting the introduction of Data Governance solutions aimed at building a new customer experience. In details, the company can help customers in achieving two main objectives:
- Design of a Data Integration and Governance strategy: 3rdPlace has a strong experience in using the Google Cloud Platform as the enabling technology to renew the data infrastructure. Through a strong expertise on this set of technologies, the company supported as main partner technological projects of data integration, getting to result extremely quickly and achieving benefits in few months. The main objective of 3rdPlace approach is to support the customer in overcome the traditional approach of data management, i.e. data silos. A data silo is a data archive that remains under the control of a corporate department and is isolated from the rest of the organization. This approach to data collection is strictly aimed at monitoring some simple KPIs (Key Performance Indicators), but it is totally inadequate to create an omnichannel customer experience. The omnichannel approach consists in the synergic management of the various contact points (or touchpoints) and interaction channels between the company and the consumer to optimize the consumer experience. This approach requires a good level of data integration and data management.
- Data Analysis and Activation: once high-quality data are collected and integrated, 3rdPlace has a strong expertise in developing advanced analytics models. We can make some examples related to the analysis of consumer behaviour. In this type of project, the first step could be to monitor and react to the actions that take place on digital touchpoints, the next steps can concern the construction of more complex analysis models, which allow to deepen the knowledge of the customer, grasping their habits and inclinations, and predicting their behaviours. Mathematical-statistical methodologies and automatic learning algorithms come into play, which, learning from the data gradually inserted into the systems, manage to grasp new patterns and correlations in predictive and optimization logic. To this aim, the company has developed DataLysm, a predictive marketing platform. 3rdPlace best combines the ability to choose and manage technology to govern data with the ability to extract value from them.
Concluding, 3rdPlace has three guidelines in developing Data Governance projects:
- Data Governance as enabling factor for complex analysis.
- Flexibility: the project should be the first step of a continuous improvement, consequently all the technologies should have been extreme flexible, in order to be able to adapt to new need.
- Openness to the outside, e.g. simplified interfacing with emailing and advertising platforms.
From an organizational point of view, 3rdPlace is characterized by an agile approach and it has the main focus in quickly bringing benefits to the client company.
Use case: Amplifon
Let’s conclude these considerations with a concrete example.
The Amplifon group, world market leader in the field of hearing solutions, started a project in 2017 aimed at understanding customer behavior towards the brand, collecting data both from online channels and from physical touchpoints (for instance, a customer who goes to the store). The support of 3rdPlace in the choice and implementation of Data Management technologies, as well as in the construction of a complex data model, has made it possible to integrate internal and external data, analyzing them in real time, and to put the data as the basis for the omnichannel strategy and the development of personalized marketing automation actions.
From the point of view of Data Governance, this project was characterized by a high complexity: the global presence of the group made it necessary to structure the data in a homogeneous way, verify its quality and proceed in compliance with data protection regulations and on privacy.