DATA & THE FAN-CUSTOMER EXPERIENCE

How does one use your own available data to understand and grow your fan’s passion? Do you know what actions you already take as an organization that grow your fan’s “emotional capital” with your brand? What behaviors do you enforce on purpose and on accident?

Let’s discuss.

 
 

It starts with a few simple questions.

  1. What data or data sources do I have available to me?

  2. What overall data do I ask for from our customers?

  3. What data is being used collectively now as an organization?

  4. What data do you need to conduct business more effectively?

  5. How accurate or reliable (quality of data) is the data itself?

  6. How usable or actionable is that available data?

  7. What are the prioritization of the use cases?

Build Purpose Driven Data Strategies

What do they encompass?

  1. They start by having data strategy & data governance that meet business needs.

  2. They are built with data integrity in mind that helps meet both customer & business needs/goals.

  3. They allow for measurement & goal setting.

  4. They include demographic, psychographic, behaviors, & revenue.

  5. They have a plan as to what data is needed & what they will need to acquire it.

Storytelling Through Data.

Your data tells a story, whether you like it or not. Every customer has a story with you and your brand. Understanding what audiences you have and how they experience your brand is essential to grow emotional capital with them. That emotional capital turns into revenue, attendance, registration, purchases, passion and growth for your brand. Understand who loves what you offer and just as importantly, who does not. Who could? Who might if we asked?

Things that can come from your data can consist of elements such as basic, demographic data, but can be made more colorful to include elements such as consumer lifetime value, specific fan behaviors and patterns, preferences, likes, personalization, surprise & delight tactics, web/mobile behaviors, reward programming, behavior reinforcement, likelihood to take an action, partnership activations, - all depending on the data you have available to you, & what have you done to ensure that data is valid and has integrity.