Learn customer data management

Master your customer data with the Hull customer data academy

Welcome CXL Live attendees!

Customer data sits at the heart of every business, but few teams understand how to manage their customer data effectively.

We’re designing this our customer data academy to help you pull together the story of each customer, and use it across every tool.

Looking for tactical takeaways?

Checkout "Spotted" at Hull. We have eyes where you don't - we break down the tactics and detail of data-driven growth strategies for you to understand and see.

Read more on the Hull blog

Slides from the CXL Live talk

Summary of actions from the talk at CXL Live

0. Get in a room

Get everyone who owns customer data in room. No dial-ins.

1. Define your ideal customer profile

Move beyond "wooly personas". Create an ideal customer profile with:

  • Common definition (you all agree on)
  • Objective definition (that you can tie to data)

Use this to define what data you need to source (and shop for)

2. Map your entire customer journey

Create a grid of all your lifecycle stages by the types of customer journey paths. Name each combination (e.g. “Free trial” “Product demo”) as an experience. For each experience, assign the content and channels you want to engage your leads and customers.

Do this on a big whiteboard / piece of paper as a funnel diagram or something intuitive.

Here’s what that might look like as a grid on a spreadsheet (make yours a bit sexier…)

Free trial Demo Request
Visitor Signup flow Demo request
Lead Free trial Product demo
Opportunity PQL nurture Sales nurture
Customer Paid account Paid account
Enterprise Customer Enterprise account Enterprise account

3. Hire and fire tools

For each channel you want to engage people with, name a tool to own the profile data in that channel. e.g. Intercom for live chat, HubSpot for email etc.

You need to identify ideal customer profiles amongst your profile data. Where you can’t source data from people directly (or infer it from their behavior), use data enrichment tools.

You need tools to track their progress through the lifecycle. e.g. Stripe for subscriptions.

You need to tools in any extra lead sources if you can’t manage this through existing tools e.g. G2Crowd Intent API.

Finally, if you’ve any audiences to publish to other channels (e.g. Facebook Custom Audiences for ads, or Optimizely Audiences for web) you need tools to manage this.

4. Unify, enrich & sync tools

Identify the tools with profiles. Create a simple spreadsheet to align profiles and profile data across tools. (A unified customer profile in a customer data platform can help with this).

Build a master customer profile data model to replicate across tools. The least you need to identify ideal customer profiles and engage them.

5. Orchestrate 1:1 personalization

Possibilities come from how you use your customer data, and how easy it is to control.

e.g. Personalized email, notifications for sales reps.

Work backwards from the perfect 1:1 experience. For example, in emails write to an individual, then send to lookalikes. Find the data you need to create the personalized variations you want.

Explore orchestration ideas as a team (even though the tactics & implementation might be few people). The best teams are very open in their discussions.

Best practice is to pick a few common experiences (like a lifecycle stage) and nail that down. Common tools and teams.

Learn how Hull works

Hull is a customer data platform. It sits at the heart of your customer stack.

Connect and combine data from all your tools and databases into a unified customer profile. Transform, enrich, cleanse, and segment profiles, then sync across all your tools in real-time.

Learn how Hull works

Learn how other data-driven marketers use Hull

Hull enables you to orchestrate data across many tools. Marketers use Hull to generate, nurture and qualify leads at scale. Grab their data-driven playbooks.

Get Hull's data-driven marketing playbooks