The Power of Customer Data: How to Use It to Improve Your Marketing Efforts

Viber cristina-constandache
Cristina Constandache
Chief Revenue Officer at Rakuten Viber
The Power of Customer Data: How to Use It to Improve Your Marketing Efforts

In a world where technology is constantly evolving, it's important for businesses to evolve with it. One way to do this is by utilizing customer data to improve marketing efforts. Data is power, and never has that been more true than in the world of marketing. By understanding your customers, you can improve your marketing efforts in a number of ways. For one, you can create more targeted campaigns that are more likely to resonate with your audience. Besides this, you can use customer data to better understand what kind of content and messages people respond to, and use that information to improve your overall marketing strategy. And finally, customer data can help you identify new opportunities for growth. By understanding your clients better, you can find new ways to reach them and new products or services that they may be interested in. In short, data is a powerful tool that every marketer needs. If you're not already using it to improve your marketing, now is the time to start.

At Rakuten Viber, we work with brands and businesses from all over the world. Banks, retailers, e-commerce, CPG brands use Rakuten Viber Business Messages, Chatbots, and Advertising Solutions to connect with their customers through direct, one-on-one interaction. Our clients have reported that the most effective and successful campaigns are the ones that are data-driven: highly personalized and targeted.

In this article, we'll discuss the power of data and how you can use it to your advantage. We'll provide some tips on where to get started with data-driven marketing.

Rakuten Viber Security and Data Privacy

Security is incorporated in Rakuten Viber’s DNA and in all the features we deliver to our users – both in their daily private communications and business messaging.

First of all, the app has end-to-end encryption for private, group chats and private calls set by default – this is something of a gold standard when it comes to security. 

For brand-user communication, the closest thing to it is encryption in transit, which we use in Viber Business Messages. Encryption in transit provides an exceptionally high level of security for brands. Viber Business Messages can be sent only to the users from the company’s customer database who gave their consent to receive notifications from the brand.

Finally, Rakuten Viber does not store messages on servers and uses only a secure HTTPS connection – all designed for safe and secure communication.

Customer Consent: The Cornerstone To Any Business

Collecting customer information only with customer permission is a must and is key to maintaining customer trust. Brands must be transparent about the ways they use customer data and ensure that customers know what their data is being used for and that they have the option to choose how their data is handled. It is important to always keep in mind that customers should be in control of their own data.

When you open a Rakuten Viber Business Account, you will be guided through policies and procedures, but it’s important to note that brands can’t send messages to their customers without prior consent. 

Benefits of Using Customer Data for Successful Marketing Campaigns

When it comes to marketing in the digital age, customer data is key. By understanding who your clients are and what they want, you can create targeted campaigns that resonate with them. As a result, you’ll see improved marketing results and a better understanding of your audience. But that’s not all. This data can help you improve your products and services, too. When you know what people want and need, you can make changes that will keep them happy and returning for more.

Using customer data for marketing has a number of other benefits, including:

  • Improved customer acquisition
  • Increased customer retention
  • Higher customer lifetime value
  • Improved customer engagement
  • Increased brand loyalty
  • Improved customer satisfaction
  • Identify opportunities for upselling and cross-selling
  • Discover areas where the customer experience can be further optimized

Understanding customers can improve your marketing results in a number of ways. You can segment your audiences more effectively, and target them with more relevant and personalized messages. Plus, it can help you track and measure your marketing performance, and make necessary adjustments to improve your results.

Ultimately, using data for marketing can help you boost your bottom line. Simply put, when you know what your customers want, you can give it to them, resulting in more sales and repeat business.

Getting Started – Steps to Launching Your Marketing Data Strategy

There are a few essential steps that you need to take to ensure that your marketing data strategy is successful. 

First, you need to identify your goals. What do you want to achieve with your data? 

Once you know this, you can start collecting the data that you need to reach your goals. This data can come from a variety of sources, including your website, social media, and even customer service desk. If you are not yet using a CRM or a CDP, we encourage you to consider having one, as it will simplify your work with data in the future.

Once you have collected all of the data, it’s time to analyze it. This will help you to identify patterns and trends that you can use to improve your marketing strategies. 

Finally, you need to put your data to use. Use it to segment your customers, personalize your messages, and track your performance. By taking these steps, you can launch a successful marketing data strategy that will help you to achieve your goals.

Step 1: Identifying Goals

The first step in launching a marketing data strategy is to identify your goals. What do you hope to achieve with your data? This could be anything from increasing website traffic to increasing conversion rates or improving customer satisfaction. It is one of the most important steps in the process, as everything else will greatly depend on what you want to achieve. Without clear goals, it will be very difficult to measure the success of your strategy. Once you know your goals, you can start collecting the data that you need to reach them.

Step 2: Data Collection – Where to Find the Data You Need

Data collection is the process of gathering data from a variety of sources. This data can be used to reach your marketing goals. There are a number of ways to collect data, including website analytics and social media metrics. CRM or CDP will also be useful in collecting customer data. Once you have collected all of the data you need, it’s time to start analyzing it.

Step 3: Data Analysis – How to Use Customer Data to Make thoughtful Marketing Decisions

Data analysis involves reviewing data to identify patterns and trends. This information can then be used to improve your marketing strategies. Reviewing this data can help you to understand what is working well and what could be improved. For example, you may decide to target a different audience, alter your messaging, or change your strategy to achieve better results. Data analysis is an essential tool for any marketer.

Step 4 – Use Data to Improve Your Marketing Campaigns

Now that you have collected and analyzed your data, it’s time to put it to use. The best way to do this is to segment your customers and personalize your messages. This means breaking it down into smaller groups so that you can get a more detailed look at how people are interacting with your campaign. For example, you might segment your data by age, gender, or location. This can help you to see which groups are responding well to your campaign and which ones you need to target more. By segmenting your customers, you can send them messages that are more relevant to their needs and interests. This, in turn, can lead to improved customer satisfaction and increased sales. Making even small changes to your strategy can make a big difference to your results. 

Personalized Rakuten Viber Business Messages

Companies that use Rakuten Viber for marketing report that they see a significant increase in conversion rates when they use segmentation and personalization.

Here are some of these companies:


Primer - Group of companies

Take Advantage of The New Age in Marketing With The Power Of Customer Data

Data-driven campaigns are a much more effective way to reach your target audience. By using personalized content and targeting specific customer segments, businesses can effectively communicate with their clients and increase customer engagement. Today, consumers are more savvy than ever. They’re less likely to put up with being treated as a number, and they want to feel that their opinions and preferences are being heard and taken into account. 

By building your communication strategy on data, you can communicate with your audience on a more personal level, while also ensuring that your marketing efforts are as effective as possible. By understanding who your clients are, what they want, and how they behave, you can create marketing campaigns that are more targeted, relevant, and effective. Through ongoing analysis, you can learn what works and what doesn’t, and adjust your marketing strategy accordingly to truly take your marketing efforts to the next level. And when used correctly, this will result in long-lasting relationships with your audience. 

At Rakuten Viber, we believe that data is a powerful tool that can help brands improve their marketing performance. Through Rakuten Viber for Business products and services, we support our clients in their journey to deliver effective campaigns based on insights and informed decisions, resulting in more successful outcomes.