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

Chanuttita Chitmanasak
Additional contact information
Chanuttita Chitmanasak: Michelin ROH Co Ltd, Thailand

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 2, 106-116

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.

Keywords: automotive; personalisation; customer experience; customer data; data enrichment; innovation; digital transformation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8763/download/ (application/pdf)
https://hstalks.com/article/8763/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2024:v:12:i:2:p:106-116

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().