Contextual Relevance and the Customer Experience

When it comes to generating value out of data, contextual relevance is of the upmost importance. Understanding human behavior, but not being able to apply it to everyday context (such as, where someone is or what their previous actions were in the last hour), is a theoretical exercise that will only allow you to better understand what has happened in the past. But, what’s the value in living in the past, when your business value is counting on what happens in the now?

In order to leverage knowledge on customer context, you must move to a process which combines long-term historical insights with up-to-the-minute processing of real-time behavioral data. This allows you to relate actions to the actual context of the customer, all the while increasing relevancy.

At NGDATA, we call actionable customer data Customer DNA. It’s an evolving and always-on, quantitative and qualitative view on all key customer attributes (metrics), from simple socio-demographic facts, to affinity scores, to real-time intelligence on digital behavior and context.

Metrics can be scored from both predictive models and machine learning pipelines, based on all sorts of customer data. It allows for complete automation and operationalization. For example, as customer behavioral data updates the Customer DNA, it can be monitored to detect opportunities and important status changes that are well-aligned with the customer’s context, and present and future needs.

Get contextual, get relevant, get personal. Your customers are expecting no less.