In order to carry out a loyalty marketing plan within a video playback service, it is fundamental to know how to unify user data.
The results of customer loyalty will serve, for example, to know if the commercial strategies employed are working or not. At JUMP TV, a business data management platform designed specifically for video service players, here’s how to unify user and customer data.
How to unify user data from your video service?
When asked how to unify viewer and user data, it is necessary to know that a 360-degree view of the user is needed. In this sense, it is necessary to analyze all available sources of information: in the pre-sales process, during the service and after-sales.
To unify customer data, it is necessary to interact and involve all the sectors that participate in the sales process or maintain contact with users.
For example, one way to unify customer data is to gather the offline information we have, such as: their address, telephone, location, demographic data, etc. We will also need the online information: e-mail, social networks, IMEI, Google ID, etc. In addition, you should add the information already existing in the video service, such as what were their previous subscriptions or orders, if there were incidents, if there are previous calls, among others.
After gathering this information, you can proceed to the data cleaning, such as the standardization of online and offline channels. These procedures are useful to know how to unify user data and structure a user profile base (Single Customer Record).
Thanks to our JUMP User DNA service, you will get all the information of the individual user, creating that 360 framework to understand the profile of the different users. There are different digital platforms to dump all the information gathered, so the procedure of unifying customer data is the initial kick to optimize the purchase and apply the appropriate loyalty marketing.
Importance of unifying data to build customer loyalty
Knowing how to unify user data is an important process for building customer loyalty. To achieve this goal, certain aspects must be taken into account:
Consolidate all the data
It often happens that the different sectors that make up a video service collect their own data to manage them individually, but they are not shared. As a result, the company loses the possibility of having a global vision of its own operation.
The challenge is to be able to gather all this information, coordinate all departments and connect all the platforms managed by the company. Always having customer satisfaction at the center, from there to unify and structure all the data to make better decisions that help the project to grow.
The process of how to unify user data to build loyalty is fundamental: it serves to expose whether the service has been successful for the customer as an experience or not.
Measuring the entire purchasing process.
Once the data has been collected, structured according to the customer, it is time to analyze the entire purchase process that the user carried out over the Internet.
This step is very useful in order to maximize the performance of subscription processes, improve the website and gather information about the behavior of potential users.
The importance of dynamic user experiences
When deciding on a purchase and carrying it out, the user will demand a smooth and comfortable experience on the web. For this reason, companies should be concerned about creating dynamic user experiences, to try to ensure that it will be repeated.
It is not difficult to ascertain that after a bad experience, the user will abandon your video service. Conversely, a successful experience will increase subscription volume. At this point, when a good purchase is made and the service meets the user’s request, is when a customer is loyal.
JUMP PERSONALIZED from video service
Once you unify customer data, you can use AI tools like JUMP Personalized to offer your audience an experience based on their preferences and behaviors.
Download NOW our technical document where we explain what our personalization platform for the entertainment and OTT industry consists of.