19November 2020messages on our platform to maximize their intended impact by being read in the finite moments of relevance," states Bruce Swann, Senior Director of Product Marketing.Data Driven OutlookIt is paramount to utilize the data capabilities that the Cheetah Digital Customer Engagement Suite has to offer in order to gain the most benefits from a mobile presence. The ability to effectively collect, manage, and act /on data provides Cheetah Digital's enterprise customers with an unfair competitive advantage. The use of customer, contextual, and behavioral data provides the foundation for their clients to drive contextual interactions that are relevant, personalized, and impactful. "This data could identify a brand's customer with high frequency that is ideal to be encouraged to consider a loyalty program and use their mobile wallet, whereas for a customer with low recency, we could consider gaining preferences and feedback to ensure that they receive more targeted future engagements via their preferred channel," says Swann. The data lens does not always have to be microscopic to have an impact. For example, a location can be used at a macro level to assess environmental conditions such as weather on the weekend, and then coordinate the appropriate clothing line to promote catering for the localized conditions.Acquisition and InsightsCheetah Experiences is a unique solution to gathering customer insights not via third-party data but by directly building a value exchange with customers where customers share insights and preferences in return for content, promotions, or simply a more personalized relationship. This data can then be used to provide more tailored, relevant future interactions, resulting in an increase to customer lifetime value. Leveraging mobile capabilities, Cheetah has been able to make these exchanges more compelling using the haptics of the mobile device. As examples, this could be to apply a scratch screen on the mobile to reveal their Black Friday offer or for customers to swipe left/right to select the category of vacation that they hold an interest for and this is then applied to facilitate a more personalized ongoing relationship. "Whether it is a drag, swipe, or press, the result is an enhanced engaging and interactive experience via mobile that drives an increase in conversions and reduction in churn as we aid enterprises to build more meaningful relationships with their customers," says Gladwin. CentralizationMcKinsey research reveals that there is a 10-20 percent incremental boost in conversion rates and customer lifetime value when coordinating messages across channels. Cheetah believes that managing a B2C CRM strategy centrally is the only way to be effective, and they offer this via their Customer Engagement Suite. This software unlocks marketers' ability to manage all aspects of cross channel engagements via a single interface, driving operational and contextual benefits for their enterprise customers. It is not just the centralized technology that helps marketers, Swann highlights, "A key differentiator for Cheetah versus marketing clouds is the in-house services division who are natively expert with our technology and are able to apply the best guidance across all channels in line with overarching business objectives rather than being restricted to a specific channel."ValueGladwin states, "The currency that enterprises use is neither features nor volumes of messages, but business outcomes." The Cheetah mantra is to work with clients to identify the success metrics that map onto these overarching business objectives and create reporting that helps identify the impact on revenue, cost savings, customer lifetime value, and other business drivers. With the use of their technology and services, Cheetah works alongside customers to optimize performance across all brand touchpoints to drive results for enterprises and maximize return on investment. MTExecuting an effective mobile strategy using the right cross channel technology is critical to enterprise success in today's environmentAndy Gladwin
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