A contextualization CDP for optimizing the customer experience
Stories are recognizable patterns of information, and in those patterns we find meaning. Using storytelling, we make sense of our world and share that understanding with others.
When it comes to digital marketing, marketers understand a customer's journey through data. But not all data is the same as different types of data provide different types of context:
- The data in your data layer describes the setting and the scene.
- The customer's profile data describes our hero.
- The sequence of events they encounter and choices they make maps our hero’s journey toward being a customer.
Together, this layer of context tells the story of each of your customer's experience as they journey through your digital content. Based on what you've published, and the order in which you present your content, different personas of customers will experience different genres. For some it’s a love story, while for others, a horror.
So what kind of material are you giving them to work with? And is it being presented in a coherent order that progresses your story? Refine and revise your messaging. Make it relevant — for your customer as well as for your business.
How do we know if its working? We track the experiences and we analyze the engagements. These insights empower us to experiment intelligently with A/B and multivariate testing to learn which variations of content are the most relevant for each persona at each stage of the journey. Using these insights we can help every story be ...happily ever after.
Relevance drives engagement, but relevance requires context. Delivering the right message to the right person at the right time is impossible without understanding the context of the situation.
Contexture makes it easy to manage and assemble your digital context in time for relevant action, helping you build relationships and optimize your customer experience.
For more information or a free consultation:
contactcontexture.io