content meets moment

Omnichannel is one of the priorities of any company that wants to consider the exploitation of data with the aim of increasing its conversion ratios. Let’s say that it is a serious declaration of intentions to be able to know, in an efficient way, the behavior of a user and to relate in a relevant way with him.

The first step in an Omnichannel strategy is to open all the channels of your digital and physical ecosystem to the consumer. Present from the beginning all your contact assets so you can decide how to relate to you. It will be his behaviour in these environments that enriches his profile and why we will relate, back, with him.

In order to do this, it is essential to have a transversal layer of Customer Identity and Access Management (CIAM). This is a key tool for centrally integrating the user’s declared data, tracking their behaviour and thus inferring and modelling user profiles.

This solution, sometimes not very tangible in terms of marketing, is the cornerstone of any omnichannel strategy. Lately we have seen in the market some strategic movement that denotes the importance of this type of tools. The purchase of Gigya by the German multinational SAP for 350 million dollars is a clear symbol of the trend. Much progress is being made in decentralized developments of this concept based on blockchain systems that are beginning to mark the future and to show the war that has been preparing for some time for the ownership and intermediation of personal data: If the data are yours, why are others enriched with them? Amazon, Google, Microsoft, Apple with their AI developments have the clear strategy of being the interlocutors between brands and customers. Whoever has the data will have the power.

CWith knowledge of the cause allow me to leave a suggestion: DRUID (, a tool already adapted to the new General Data Protection Regulations of obligatory compliance on 25 May 2018.

So far the theory is perfect, the context clear and the advantages of Omnichannel evident. But in this flow there are many aspects that must be taken into account for the relationship to be successful: every great power entails a great responsibility… or two:

+ The responsibility to tell you what you want to hear through the right channel.
+ The responsibility to tell them at the right time, that moment that separates conversion from failure.

In short, something as simple but at the same time as complex as getting what and when right.

Complex because it requires contents that fit for each of the segments and variables, and because those contents will be more relevant the more local and closer they are to the consumer. And complex because it is necessary to track where the consumer is in order to know when I am telling them.



Hell is full of lead scoring models that burned the moment they were put into practice. Database segmentations around behaviors that result in permutations of variables that end up in huge numbers of clusters. Very well, theoretically they are brilliant but they denote a clear lack of practical reality.

Let’s say you have to think the other way around: tell me how many types of content you have and I’ll tell you how many segments you should have. No content to show the number of segments on your smart data platform should be easy to calculate: zero. At this point local activation is very important. Having processes that allow local content activation will make all the difference. This process, transparent to the user, requires technical implications at the level of permissions that allow local agents to communicate their local content.


Equally or more important than the channel because it will be the trigger that generates the purchase in the last instance whenever the appropriate content/offer is served, as we have seen. Technically based on the indoor and outdoor geo positioning of the user at the most relevant moment of the customer journey: during the purchase. Knowing certain events of your visit gives us vital indicators for the activation (presence in store and / or sector in real time) and its qualification (frequency, recurrence, average time of visit). Only through detection by triangulation wifi is lowering the threshold of the four meters of margin of error that improve through beacons and short range wifi systems.

Therefore, if you have achieved an omnichannel ecosystem to achieve a refined user experience both in the contact of “input” and in communications to activate behavior, but you have no content to communicate or we are relevant or adapted to the context of the user will have walked only half the way.

Alvaro García

CRM & Data Marketing Projects Director in Genetsis Digital

Alvaro García

CRM & Data Marketing Projects Director in Genetsis Digital



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