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Data enrichment and customer insights for hyper-personalised experiences: An automotive case study

Author

Listed:
  • Chitmanasak, Chanuttita

    (Michelin ROH Co Ltd, Thailand)

Abstract

In our increasingly interconnected world, companies are seeking to connect with their customers through multiple touch points, both offline and online. For companies specialising in products and services, success is no longer about gaining one-time momentum but rather about creating deeply personalised interactions with customers along their purchase journey. Meeting the customer’s needs requires providing them with the right information at the right place and the right time. This paper argues that those companies that are collecting and enhancing consumer data will find themselves developing the most effective targeting strategies. The paper examines how data enrichment plays an integral part in providing a better customer experience and why hyper-personalisation should be at the core of your commercialisation strategy. By way of illustration, the paper describes how Tesla Motors embarked on a programme of data enrichment and personalisation. The paper concludes with key takeaways for companies looking to achieve sustainable engagement in a rapidly evolving digital landscape.

Suggested Citation

  • Chitmanasak, Chanuttita, 2024. "Data enrichment and customer insights for hyper-personalised experiences: An automotive case study," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 12(2), pages 106-116, September.
    • Handle: RePEc:aza:jdsmm0:y:2024:v:12:i:2:p:106-116
    as

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    More about this item

    Keywords

    automotive; personalisation; customer experience; customer data; data enrichment; innovation; digital transformation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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