Consumer wariness, coupled with a willingness to lie on registration forms to avoid marketing can create substantial challenges for marketers hoping to use the data.
Brands are increasingly looking to find ways to maintain a clear and correct data picture of consumers, but that’s no small task, and littered with challenging questions:
- How can brands accurately identify individual customers, their needs and habits without bothering them?
- How can brands accurately track customers across the panoply of devices used today, and still ensure the data picture is complete, with no interaction lost, and maintain a seamless omnichannel experience?
The Challenges in Delivering A Seamless Omnichannel Experience
For some brands acting as intermediaries, the need to unify data is thwarted not just by customers but also by partners.
Web tracking technologies have advanced such that in the online environment, it is becoming commonplace to be able to act in the background, delivering increasingly personalised and relevant experiences to the consumer without ever having to trouble consumers for so much as a pixel.
But consumers never stay conveniently consistent, interacting always through a single, trackable channel. Instead, they blend both on- and offline worlds, and use the frustratingly cookie-less mobile as the pivot around which all other interactions hinge. The increase in mobile usage provides challenges to brands when trying to deliver a seamless omnichannel experience for the user.
With mobile still struggling to provide identifiers that replicate cookies, marketers are therefore seeing the rise of the ‘probabilists’. These are companies who try to identify consumers based on commonly or frequently shared traits with identifiable consumers.
For example, someone who behaves exactly like John Doe online across a variety of devices could, in all probability, be John Doe.
This may help brands bridge the logic gap exhibited by the consumers who refuse to share data, though it should be noted that ‘deterministic matching’, where customers are identified not just probably identified, offers distinct advantages to a brand in the majority of use cases.
This ‘refusal group’ is the set of consumers who are yet to be convinced that there is value in providing their uniquely identifiable information (i.e. registration pages) but still expect to have the same customer experience as those who are more willing to divulge.
The Importance of A Consistent Multichannel Experience
Of course, not all interactions can be digitised and automated. Maintaining a consistent multichannel experience remains a core challenge for brands.
To succeed today, delivering a seamless omnichannel experience must be a priority for brands of all types. It can be a challenge, but recognising the individual, developing a unified on and offline single view of the customer and being able to connect those insights wherever the customer is, despite the ever changing data landscape are key steps in bridging the gap.