How to Leverage Actionable Customer Analytics

As consumers, what we say we’re “likely” to buy isn’t necessarily what will satisfy our needs. What we’re likely to click isn’t necessarily content that will enrich our lives in the moment. What communication platform we’re likely to engage in isn’t necessarily the social platform or channel we’ll ultimately choose.

Companies that leverage data for the consumer’s benefit have a real opportunity to differentiate by targeting not only what is possible or likely, but what is compelling on a deeper level. By driving concrete, predictable consumer behavior through actionable analytics, brands receive answers to what will happen on a larger scale.

Of course, today’s consumers are often skeptical of how their data can be used, which can complicate driving actionable analytics to make informed business decisions. However, when consumers see personalization in action, their willingness to engage with brands and relay actionable analytics increases exponentially.

Think of the most customer-centric brands and pioneers in their respective industry, such as Netflix, Amazon, Uber, or Apple – all leaders in leveraging actionable customer analytics to deliver better products and service. Each of these business models increasingly delivers value to consumers who continuously choose to engage with them over time. In the process, each of these organizations continuously improves their operational efficiency, or ease of delivering them. After all, isn’t doing more with less the purpose of technology? When it comes to customer experience it certainly is.