Most businesses are focused on using data collected online for data analytics. But doing so will only limit the effectiveness of your data analytics. You stand to gain a lot of benefits from offline data integration. Here are the top five benefits of offline data integration.
1. A better understanding of customer behavior:
When you integrate offline data with online data, you get a better understanding of customer behavior. You get valuable insights that you will not have gained if you had stuck to online data alone. There are decisions that customers make offline, that can’t be understood by tracking mobile and web activity alone.
2. Improved data quality and accuracy:
Your data collection is improved and more accurate when offline data is integrated. More data feeds are added, and there is less room for discrepancies and inaccuracies.
3. Better targeting of customers:
When offline data is integrated, companies understand customers better, and they can target them more efficiently. As a company, you can create better-targeted competitions, promotions, surveys, events and partnerships thanks to offline data integration.
4. Analysis as dimensions:
With offline data integration, you can use attributes as dimensions in analysis and reports, thus allowing you to gain relevant insights about offline customer traits like their demographic data, customer loyalty etc.
5. More profits:
Companies stand to make more profits with offline data integration. All the previous mentioned benefits of offline data integration work to help you make more profits.
Apart from these top five benefits, you also stand to gain other benefits like increased systems flexibility and scalability, faster and more intuitive marketing campaigns, single customer view, merger of existing databases, improved audience analytics etc.
Companies need to realize that data is the same regardless of how it is collected. Companies also need to understand that data is the most important asset that they have.
Before you integrate offline data, you need to do some things like auditing your data, evaluation of how offline data will facilitate your long-term business objectives, analysis of data compatibility, etc.
With Adobe Analytics, you can integrate data from your Customer Relationship Management System and other sources to improve your analytics.