This comes at the back of companies undergoing digital transformation in Asia Pacific, where the first wave of change was migration towards the cloud and expanding their digital capabilities. With the right tools, the next wave will see marketers using both public and owned data to drive measurable outcomes, and enhance customer experience through personalisation.
It all sounds great, but where can companies start? Here are some big brands that have successfully managed to embrace data analytics to fuel efficiency and growth, with proven results:
The L'Oreal Group - Spearheading customer engagement through social listenings L'Oreal sells via retailers, it led to a large gap between the beauty brand and its customers. While it may be understandable given the size of the beauty conglomerate, the cosmetics giant is aware that customers are key, and were looking to change the dynamic with its new customer command center.
Using CRM technology, L'Oreal started analyzing its social media platforms – from tweets to Facebook posts, as well as product reviews and news stories. When necessary, for example a bad review is flagged, posts are routed internally to an appropriate employee in the command center who can engage with the writer.