A brief look at the ideal technology architecture and integrations for managing and measuring world class experiences and events.
Marketing and customer experience teams are empowered by technology to drive growth and build brands. Teams rely on rich data and insights to understand customer journeys, create customer empathy and inform better decision making. And rather than keeping data and insights in ‘walled gardens’ or ‘data silos’, the world’s most innovative brands democratize it and put it in the hands of the teams that need it.
At AnyRoad, we believe that to unlock the value of your first party data from experiences and events an appropriate technology architecture with robust integrations must be in place. This architecture facilitates a four step process of data capture, standardization, analysis & enrichment, connection and orchestration.
We refer to that four step process as Experience Relationship Management or ERM for short.
The ERM process is backed up by a specialized technology stack and can be simplified into four parts:
Part 1 – Capture – The first step is all about capturing data at scale to track every touchpoint with consumers and potential customers. Practitioners can avail of a wide array of tools for data capture or rely on a single platform like AnyRoad Experience Manager. There are many ways to capture data from experiences including online registration and ticketing, onsite kiosks, event apps, contactless QR codes, polls, surveys and social media. The more data points you can capture, the better you’ll understand your audience.
Part 2 – Standardize – For the data to be actionable, it needs to be structured with a consistent data model the same way and enriched with the voice of the customer and direct feedback. Pulling data from all sources into a consistent data model requires an Experience Data Platform like AnyRoad Atlas at its core, with a single platform for all experiences the data can be structured consistently. A central system overcomes the data silos that commonly challenge teams (e.g. data sitting in disparate systems and even in spreadsheets).
Part 3 – Analyze and Enrich – Centralizing all of your experiential data in one place facilitates deeper analysis and additional enrichment with third party data. The data can be analyzed via specialist reporting and visualization tools and mirrored in the CRM. Most event and experience tools offer basic reporting capabilities, but in order to get deeper insights those systems need to be enriched with other data sources and connected to other systems such as CRM and Point of Sale. For example, combining survey data with purchasing behaviour to understand the true ROI of an experience.
Part 4 – Connect – Maximizing the value of your data requires it to be connected to other systems of record, ideally with integrations with Customer Data Platforms (CDPs) and Data Management Platforms (DMPs).
Part 4 – Orchestrate – The final step is to use your data to drive additional marketing efforts to improve, optimize, and scale your experience programs and activate your audience across multiple channels via integrations with ad platforms and media partners.
The graphic above illustrates how AnyRoad can complement your existing technology investments by removing data silos and generating a complete view of your customers.
The graphic above illustrates how AnyRoad can complement your existing technology investments by removing data silos to create a rich data set for your marketing and CX programs.
We have partnered with digitally mature brands to integrate their existing technology stacks and unlock the value of ERM. We provide turnkey integrations with dozens of applications including custom technology stacks and best-in-class tools.
You can see a list of some of our technology partners here.