Technology integration partially defines the modern era that society has undergone in the past years. While this merging of everyday life and technology was coming a long time, it saw a significant acceleration in recent years. This is partially a result of the COVID-19 pandemic and how that impacted the globe but was also powered by the technology readily available to transition to a more remote and digital economy.
The internet, social media, and consumer data are by no means new concepts; however, how a modern organization can analyze and act through these various pools of information has evolved tremendously since their arrival. Data activation is an innovative strategy that aims to take data analytics above and beyond understanding by creating actionable processes throughout the entire architecture of the organization.
This means using the available information in real-time to make data-driven decisions in various scenarios and instances. Implementing a data activation strategy allows organizations to be proactive with their data and better engage with consumers and customers alike.
Where The Data Comes From
As you can imagine, data is the main component of creating and implementing a data activation strategy. In other words, without any data, there can be no data activation. This is where the underlying software and programming of data activation comes into play. Reverse ETL is a core process used in building a data activation strategy.
Reverse ETL is the process of copying data from a centralized warehouse across various SaaS tools that an organization may rely on. While centralizing data in the warehouse is essential to tear down data silos, this data must be accessible to the rest of the organization’s systems and processes. In other words, it needs a bridge from the warehouse to the other software that a brand may employ.
This data ranges from company to company but could represent average session lengths, pinpoint target audiences, decipher consumer behavior and purchase patterns, etc.
One of the reasons that data activation is so valuable and is gaining so much traction is because of the shift in perspective it offers to data and business professionals. Rather than understanding what the data means, data activation empowers users to execute processes or actions that can further drive the core triple bottom line.
Data Activation Beyond Reverse ETL
While reverse ETL is a significant aspect of populating the data with accurate information in various fields across a brand’s technical architecture, the scope of data activation goes far beyond that. The primary purpose of reverse ETL specifically is for object-relational mapping (ORM) syncing. However, data activation can do much more than that, including syncing with events, notifications, audience syncing, file uploads, and ORM syncing.
This flexibility and versatility is what makes data activation an essential part of a modern business plan. It offers organizations a whole new way of looking at and utilizing their various pools of available data.
Using Data Activation
There are many ways to implement data activation tactics into an organization. Using reverse ETL is the original purpose of copying data back across a system of SaaS tools that a brand employs, but that’s just the beginning. The suite of other features that data activation offers genuinely changes the game when it comes to an understanding the marketplace.
With event syncing, users can target specific circumstances, such as a purchase. Customers who purchase a particular product can be automatically included in future campaigns for complementary or similar products.
There is even notification syncing which allows the automatic communication between internal users or even direct consumers. In addition to these capabilities, data activation also helps identify target audiences, enables automatic task creation, and creates simple avenues for data transfers. Bringing all of these tactics together creates a powerful consumer experience that feels customized, original, and engaging while also being effective.
The Power of Real-Time Information
Decisions are oftentimes made in a split second. Even if it’s unconscious, it sometimes only takes an instant for one to make up their mind. This is why real-time information provides such an incredible value to organizations.
Rather than having data locked behind the door and key of technical coding capability, real-time information available and accessible to the user is highly impactful in creating additional points of value for the end consumer.
A Few Final Thoughts on Data Activation
The percentage of the modern consumer base identified as digital natives will only continue to grow into the future. This means, more than likely, further technological integration into society and our everyday lives and a continually evolving digital marketplace.
The data and information are available, trackable, and accessible. Now putting it to good use is possible through tactful implementation of data activation strategies.
