Michel Smits
Retail and e-commerce businesses have more customer data than ever—spread across CRMs, CDPs, data warehouses, and online platforms. But data alone doesn’t drive growth. The real advantage comes from activating that data to create timely, meaningful experiences that connect with customers and boost business outcomes.
The challenge lies in activating that data to create meaningful, timely experiences that drive real business growth. Without effective data activation, businesses risk missing the chance to connect with customers in ways that feel personal, relevant, and valuable—ultimately leaving growth on the table.
Here’s why data activation is the key to success, and how leading companies like Odido, NS International, Just Brands, and Essity are using it to overcome common challenges.
Why activation is the new competitive edge
Retail and e-commerce businesses face a common set of persistent challenges that stand in the way of growth—from fragmented data to poor retention. Below are five critical issues brands often encounter and how data activation turns them into strategic advantages.
Fragmented customer data
Customers interact with brands across multiple touchpoints—from physical stores to websites, mobile apps, and customer service. However, data from these channels often remains siloed, creating fragmented customer experiences.
By unifying data from online and offline sources, businesses can deliver a consistent, omnichannel journey. Whether a customer starts online and completes a purchase in-store (or vice versa), real-time data activation ensures relevance and continuity at every step.
Create your Golden Customer Record
Scaling personalization
Personalization at scale is one of the toughest challenges, especially for businesses with large customer bases. Leveraging a CDP, data warehouse, or composable setup allows real-time insights to automatically personalize content, product recommendations, and offers.
Each customer interaction becomes relevant and timely, improving engagement, satisfaction, and long-term loyalty.
Cart abandonment and returns
Friction during the purchase process—like cart abandonment or high return rates—can erode revenue and trust. Cart abandonment is often caused by distractions or irrelevant offers, while returns stem from mismatched expectations.
Real-time data activation enables businesses to send timely, personalized nudges to recover carts and guide customers to the right products upfront, reducing returns and boosting revenue.
Customer retention
Loyalty can be fleeting, especially in fast-moving industries. Data activation tracks customer preferences, behaviors, and lifecycle stages, allowing targeted retention campaigns that keep customers engaged and returning. A unified data solution forms the foundation for these long-term relationships.
Inefficient marketing campaigns
Many marketing strategies cast too wide a net, leading to wasted spend and lower ROI. Centralized data allows businesses to gain deeper insights into customer behavior, enabling precise audience segmentation and more effective, personalized campaigns. This drives better targeting, higher conversion rates, and improved return on ad spend (ROAS).
How our customers are driving results with data activation
Odido - Steering 85% of the Journey with Real-Time Orchestration
Odido guides customers through complex journeys across multiple touchpoints—online, in-store, and via customer service. With GX’s support, Odido implemented Maestro, a real-time orchestration platform that personalizes each interaction based on customer data.
Result: 85% of customer journeys are influenced by Maestro, improving engagement, conversions, and satisfaction.
NS International - Reducing Cart Abandonment by 15%
NS International struggled with high cart abandonment rates on their booking platform. By implementing real-time behavioral tracking and personalized interventions through their CDP, they could send timely reminders and relevant offers.
Result: 15% reduction in cart abandonment, higher booking conversion rates, and a better overall customer experience.
Essity - Boosting Revenue by 38% with Personalized Newsletters
Essity aimed to grow direct-to-consumer sales, especially for sensitive products like incontinence care. By leveraging insights from their CDP, they personalized emails and product recommendations according to individual behavior and preferences.
Result: 38% increase in revenue from DTC initiatives, along with stronger customer engagement and loyalty.
Takeaway: Data is only valuable when you activate it
Simply collecting data isn’t enough. Success comes from activating it—transforming insights into personalized, real-time experiences that enhance customer loyalty and drive business growth.
At GX, we help businesses understand their unique needs and select the right data solutions—whether a CDP, data warehouse, or composable architecture. From integration to activation, we ensure your data works for you, creating measurable impact across your customer journeys.
Want to see how data activation can work for your business?
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