Why customers' complex problems deserve simple solutions

Marketers have a pressing requirement to better understand their customers, but for many, wielding the technology needed to meet this need has been a complex and difficult task.

The rapid evolution of marketing technology has meant marketers have had to become sophisticated technologists as they expend significant time and effort integrating the different data sources and tools required to achieve a unified customer view.

The goal now is to unlock the potential of technology to deliver what marketers need, but without adding technical complexity.

Delivering complex solutions simply

According to Acoustic’s Head for Asia Pacific & Japan, Antonia Edmunds, the goal of Acoustic’s software is to make life simpler for marketers, even when solving complex tasks such as bringing together data on customer interactions across multiple channels.

Edmunds says many organisations use multiple systems to hold customer data and manage customer interactions, which makes it difficult to create a holistic view of the customer journey across their various channels – be it online, offline, email, or mobile – that can be used to refine marketing initiatives and deliver a better customer experience.

“Our proposition is based on the idea of being simple but powerful,” Edmunds says. “We enable marketers to bring together lots of different data points that take them from insight to action. Giving them the insight to see what customers are doing, how they are doing it, why and where, and then having the ability to execute on that, end to end, across their channels.”

Driving a singular vision

A unified customer view is one of the key requirements for improving customer experience, and has been a key goal for the Chinese automotive manufacturer GWM / Haval.

The company has been steadily growing its market share in SUVs across Australia and New Zealand, having previously built out a digital experience platform based on WordPress.

However, this platform was no longer providing the flexibility GWM / Haval needed, and could not enable it to achieve its goal of setting the best practice standard in the APAC automotive industry through the creation of an end to end customer experience including dealer site integration and ecommerce.

So GWM / Haval turned to the marketing technology company Acoustic and its Acoustic Content and Acoustic Campaign tools. The former of these gives GWM / Haval the ability to scale the solution to digital signage and specific pages for dealers, while the latter provides the option for boosting acquisition marketing using lookalikes in social audiences.

Applied intelligence

One of the key value propositions of Acoustic’s solutions is their utilisation of artificial intelligence (AI) technology to solve specific problems. 

Edmunds says Acoustic integrates with several best of breed AI platforms, to provide a complete solution for marketers.

“In a world where first-party data is key, marketers can now use the same AI modelling that other platforms use to address problems like improving conversions and driving revenue through websites and apps,” Edmunds says.

Bringing these capabilities into Acoustic Experience Analytics enables marketers to go beyond simple metrics such as clicks and open rates and build targeted messages and campaigns based on the customer’s behaviour and progression across the journey.

These AI capabilities can be used to detect trends and anomalies, such as highlighting the functions on a brand’s website that customers are struggling with and cause disruption to their overall experience, or enabling marketers to proactively make fixes before customers start calling in with complaints – ultimately making the experience smoother, which leads to more purchases.

Edmunds says the goal is to simplify the process and help brands convert more customers by utilising this capability.

“The marketing technology stack is getting more complicated, so we support marketer by making it easier to bring in AI across the board,” Edmunds says. 

About Acoustic

Acoustic is an independent marketing cloud with the open platform needed for success in a dynamic world. We’re reimagining marketing technology by lessening the burdens of repetitive tasks and equipping marketers with powerful technology that is simple and easy to use. We give marketers more time to do what really matters—to think bigger and put themselves back into the work. We help marketers aim higher, bringing humanity back into marketing. Acoustic serves an international client base of more than 3,500 brands, including Fortune 500 companies, providing digital marketing, marketing analytics, content management, personalization, mobile marketing, and marketing automation solutions. For more information, visit www.acoustic.com