Brands may find out who their friends are through social media, but it's predictive analytics that lets them build lasting — and more profitable — relationships.
With analytics, brands get to know and communicate with their customers as individuals. They discover their likes, dislikes, preferences and habits. Analytics imbues the engagement with immediacy: Brands can communicate with consumers within hours and days and sometimes even as they shop.
Immediacy alters the conversation, however, changing the quantity and quality of brand messaging. The more that marketers know about consumers, the more they can effectively communicate with them — and the more personalized and relevant the messaging can be. In a world gone social, the most compelling narrative to advance relationships isn't always a "buy" message; it's often a value exchange.
Analytics helps brands create new value with customers. But to make value sustainable, marketers have to embrace a dramatic shift, moving away from traditional campaigns and 15- or 30-second spots to the far more fluid application of insights from today's 24x7 streams of information.
Embracing Code Halo™ thinking will get brand owners on the road to digital business for 2020. A Code Halo is the swirl of digital information that surrounds consumers, organizations, processes and devices.1 By generating a unique virtual identity for each consumer's halo of clicks, swipes, comments and posts, brands can add context and value. They can launch conversations and begin to foster relationships.
The powerful combination of Code Halo data and predictive analytics is enabling marketers to create the one-to-one relationships with consumers that will ensure continued prosperity.