During App Promotion Summit London 2024, Peggy Anne Salz met with leading app professionals to discuss the most recent advancements, trends, and innovations in the industry. In this episode of App Talk, Peggy and John Bizimana from Iterable take you on a ride to explore the ever-evolving landscape of data-driven marketing and the importance and transformative potential of effectively utilizing user data.
Businesses today are collecting an explosion of data on their users, John Bizimana points out, but they struggle to activate it and personalize their messaging accordingly. This disconnect often results in generic communications that fail to engage customers. The real challenge today isn’t gathering data, businesses are collecting more than enough data as is. The real struggle lies in transforming the collected data into actionable insights, unlocking data’s full potential and driving meaningful results.
The crux of the matter, then, is how to centralize and democratize data to leverage its full potential.
John offers an illuminating case study involving a major sports apparel retailer aiming to expand its online business from $500 million to $4 billion in five years.
The solution began with consolidating fragmented data into a single repository. This enabled personalized customer journeys, tailored to different demographics, such as baby boomers, millennials, or Gen Z, and preferred communication channels, whether email, SMS, or push notifications. Remarkably, the retailer achieved its ambitious goal in just four years, a success partly accelerated by the shift to online activities and experiences brought about by the COVID-19 pandemic.
Unleashing data’s power: Iterable’s insights to drive growth with John Bizimana, Senior Enterprise AE at Iterable
Source: App Promotion Summit via YouTube
Simultaneously, effective data management involves more than just data collection. Bizimana emphasizes the importance of the data lifecycle. Marketers today need a system to manage data through its entire lifecycle — from capture and storage to activation and retirement. This holistic approach ensures data remains relevant and compliant with GDPR and other privacy legislation.
And let’s not forget about AI’s role in all of this. The recent rise of AI has opened up new ways of analysing and optimizing user data. AI can help one person achieve the workload of several by automating tasks (e.g., content creation or selecting the right communication channel based on historical data). This capability is particularly valuable in managing multi-channel communications, ensuring messages are delivered through the most effective medium for each user.
Watch the full App Talk interview here to unlock all of John Bizimana’s tips and insights.
