Unlock Powerful Insights With Data Activation

TL;DR:

• Data activation allows you to transform raw data into actionable insights for marketing, advertising, and decision-making.
• With data activation, you can maintain compliance with data privacy laws, create personalized experiences, improve customer profiles, and increase conversions.
• It’s a three-step process that involves gathering data, unifying it, and then activating it across channels for marketing, advertising, and customer experience optimization.
• Jebbit is now a BlueConic company, which means you can use Jebbit to gather data via interactive experiences and then seamlessly unify data from Jebbit and other platforms on the BlueConic CDP.

First-party data is all the rage in marketing and advertising right now — and with good reason. Investing in first-party data collection is one of the best ways to make your marketing and advertising campaigns perform even better. 

What’s more, customers are craving personalization not only because it makes it easier to find products they’re interested in but also because it helps them to feel valued. First-party data is the best way to pull off the kind of personalization that keeps customers coming back for more.

However, it’s not enough to simply gather first-party data. To get the most from it, you have to activate it. That’s why we’re going to show you what data activation means, how to do it — and how the dynamic duo of Jebbit and BlueConic can make this process simple.

What Is Data Activation?

Data activation means transforming it into actionable insights. From there, you can leverage it to improve marketing strategies or enable smart decision-making to improve business outcomes. Activating data is a crucial process since raw data is both an investment and a powerful tool — you don’t want it just sitting around on servers doing nothing!

What You Can Accomplish When You Activate First-Party Data

When it comes to first-party data, data activation is crucial. For starters, activated data helps you maintain compliance with data privacy laws like the California Consumer Privacy Act (CCPA) and the EU’s General Data Privacy Regulation (GDPR). That’s because regulations like these require that the data you collect and store be relevant. Any data that you can successfully activate is useful, relevant data.

Beyond maintaining compliance with regulations, data activation comes with a number of other benefits. With it, you can:

• Use deep customer insights to create highly tailored personalized experiences.
• Create more accurate customer profiles, allowing you to improve marketing campaigns, ad campaigns, and ad targeting.
• Increase engagement and conversions through personalized marketing, refined marketing, and ad campaigns.

A 3-Step Process for Data Activation

Want to make sure that you’re fully activating the data that you’re collecting? Just follow the steps below.

1. Data Collection

This is your starting point. Throughout the customer journey, there are a variety of touchpoints where you’ll be able to collect data from various customer interactions.

Some data sources include:

• Website analytics: Any time customers browse on your website, you can track customer behavior metrics like clicks, actions taken, time spent on page, and more.
• Email marketing: Whenever you send out marketing emails, you can collect details on open rates, click-through rates, and engagement with both email content and the additional content that the emails link to.
• Social media: You can track social media engagement metrics (e.g., clicks, likes, share, etc.) and dive deep into things like comments to get a better understanding of customer needs.
• Interactive digital experiences: With surveys, quizzes, and other types of interactive experiences, you can engage customers while gathering specific information like demographic details, customer feedback, or customer needs.

2. Data Unification

Data unification involves bringing large quantities of data into a data activation platform — like a customer data platform (CDP) or a customer relationship management (CRM) platform. From there, you’ll rely on automation and various data integration techniques to create a complete, accurate picture of each individual’s customer journey.

That’s the simple version. Here’s a detailed look at how you can unify data:

• Start with a CDP that can collect real-time data from various systems and platforms.
• Use your CDP to create a single source of truth, and merge all datasets into cohesive customer profiles.
• If you need vast amounts of storage and the ability to break down silos, implement a data lake for raw, unstructured data and a data warehouse to store and access structured data.
• When structuring data, maintain standardization among data formats so that names, dates, and other identifiers are consistent across all data sources.
• Use data standardization techniques to remove duplicate information (like the same email from multiple sources) and ensure data quality.
• Apply identity resolution to combine data from different sources for the same customer to create a single, unified profile.
• Create dashboards within your CDP so you can easily visualize and interpret key metrics and make data-driven decisions based on insights from unified customer profiles.

3. Activate Data Across Channels

By this point, you should have unified, easily accessible data. Now it’s time to bring in the marketing team, sales team, customer support team, and other relevant parties so that you can fully leverage your data stack. 

Fully activating your data means doing more than using it for marketing or advertising optimizations. Here are some of the top use cases for structured data:

• Rely on automation to create triggered emails based on specific customer actions — and make sure to use your structured data to flesh out these emails with personalized content.
• Use SMS and in-app push notifications to send out triggered alerts or messages after certain customer actions or to offer location-based offers.
• On your website, you can use structured first-party data to create dynamic content, offer personalized product recommendations, or even create targeted landing pages based on customer behavior or referral sources.
• Use structured first-party data to improve advertising through behavioral retargeting and cross-channel ad targeting.
• Upload data to social media platforms to create custom audiences so that you can serve up highly targeted ads to users based on how they’ve interacted with your brand.
• Provide call center and chat support agents with access to real-time data to improve the customer experience.
• Study audience segments and customer profiles to fully understand the customer journey — and unlock valuable insights that help you attract new customers, retain existing customers, and increase their overall lifetime value.
• Use customer feedback, wants, and needs to make data-driven decisions about product offerings and pricing.

Jebbit + BlueConic: Data Activation Superpowers

Jebbit and BlueConic recently joined forces — and together, these two providers are like a one-two punch when it comes to data activation. It’s a full data pipeline.

With Jebbit, you enhance your marketing efforts with interactive customer experiences that gather first-party data, and then you aggregate that data in the BlueConic CDP. 

Even better, these two platforms are fully interoperable. Work within a single ecosystem and enjoy seamless workflows. Let’s look at how you can leverage this dynamic duo.

Kickstart the Data Collection Process With Jebbit

With Jebbit, you can create all kinds of interactive customer experiences — quizzes, surveys, lookbooks, games, and more. The beauty of these experiences is that you can use them to both engage your target audience and learn more about them.

If you want to see an example, that’s what Howes did when they came to Jebbit to create a 10-question survey. This agriculture-facing brand produces and sells diesel additives — and they wanted to learn more about customer needs and how customers use their products. 

This survey was a huge success both in terms of engagement and data enrichment. On the engagement side of things, 51% of customers who clicked on the quiz engaged with it. Howes also saw a 250% conversion gain from look-a-like audiences on social media.

And on the enrichment side of things? This survey generated more than 12 million attributes. As you can see, Jebbit experiences are fantastic not only for engagement but also as a way to gather a wealth of first-party data.

Unify Your Data With BlueConic

Once you have data coming in from your Jebbit experiences — and hopefully from other sources too — you need a way to unify it. That’s where BlueConic comes in.

The BlueConic CDP is interoperable with Jebbit, which makes it easy for you to bring together data from across a variety of sources, including your Jebbit experiences.

Better yet, the BlueConic CDP has what you need for comprehensive data management. This platform automatically resolves identities and normalizes data, which speeds up the activation process. You can easily adapt data models to customize profiles so that they meet your specific needs. Use customer profiles for precise audience segmentation, real-time personalization, customer lifecycle optimization, and more.

Get the Most From Your Data

Data activation is critical for transforming raw data into actionable information that you can use for marketing, advertising, and decision-making. Activating data is a three-step process that involves gathering it, unifying it, and then using the unified, structured data across platforms to improve marketing, advertising, and the overall customer experience.

Where the first two steps are concerned, Jebbit and BlueConic have you covered. Together, these providers offer an interoperable solution that will make data activation easy and seamless. Start by creating interactive experiences with Jebbit to engage customers while gathering first-party data — then rely on the BlueConic CDP to unify that data so that you can put it to work.

Ready to learn more about Jebbit and BlueConic? Schedule a strategy call with a Jebbit Experience Expert today!