As we enter a "world without cookies", with third party cookies being discontinued, it only further highlights the importance of companies collecting and using their own data.
Data driven experience is a key competitive advantage when it comes to attracting and retaining customers. Great data helps brands to build frictionless, omnichannel experiences, identify areas for improvement, tailor the offering to various customer segments, and provide front-line differentiation of services.
Companies have a multitude of methods and tools to collect, clean, analyse the data from various touchpoints. Customer Data Platforms (CDPs) can be used for a number of these functions: ingestion, unifying the customer record, intelligence and decision-making, and activation.
Where data gets interesting from an experience perspective is in the intelligence and decision-making space, an example of which is using predictive behaviour modelling to create anticipatory design.
Anticipatory design is based on the behaviour modelling of a segment of customers with analytics done on a group level. People will fall into a segment, and that segment will have predictive behaviours, but individuals can move between segments as they go through life, and segmentation can change and shift as the analytics improve, more data is ingested, and patterns change. So, it’s less about personalisation on an individual level, more about personalisation to a segment.