What is Contextual Information Delivery?

Data is meaningless without context. It's just a sequence of letters and numbers or a random series of statistics. 

That's why more organizations are investing in contextual information delivery. It contextualizes data so marketers deliver relevant content that resonates with buyers. The result? Companies like yours can move buyers through their sales and marketing funnels.

You'll never take things out of context ever again.

As a CTO, data analyst, or other data professional, you might generate context-aware data that provides deep insights into a particular target audience or event. You can do this by extracting data from disparate sources and creating a single source of truth, which lets you generate detailed analytics you can share with other departments in your organization.

In this guide, learn more about contextual information delivery and how it improves business outcomes. Then discover how an ETL tool can leverage contextual data so you can deliver targeted information that resonates with consumers.

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Integrate.io is an ETL platform that moves data to a single destination for analytics so you can contextualize that data and generate deeper insights. Book a 14-day demo today.

Read more: What Is ETL?

What Is Contextual Information Delivery?

Contextual information delivery is the distribution of high-relevance content. That content includes information associated with the buyers who engage with it, such as familiar geographical locations or references to hobbies and interests. Contextual information delivery, for example, could involve sending a prospecting email about a new software product to a buyer in Australia. That email might include Australian cultural references or local data governance information. This marketing message has contextualized information based on the recipient's location. 

Here's another example. Say you want to increase sales of a new technology product. With contextual information delivery, you can target high-value customers interested in your product or customers who have purchased from your store in the past. By combining several data points, marketers can review a buyer's personal information and the date of their last purchase,

How Does Contextual Information Delivery Improve Buyer Outcomes?

Contextual information is important because it enables organizations to tailor marketing materials based on the demographic they want to target. Different audiences require different content requirements, so personalizing materials at various stages of the buyer's journey proves lucrative. 

A recent report from Gartner outlines three benefits of good contextual information delivery:

  • It captures the essential questions buyers have about a product or service.
  • It creates a common theme for the buyer's journey.
  • It aligns content with the buyer's role or industry. 

"It's vital to prioritize content relevancy throughout the buyer’s journey," says Gartner. "Do so by taking these three action steps to engage buyers with contextual information at every stage and improve your conversion rate."

How to Manage Contextual Information

To contextualize information, organizations need data — and lots of it. For example, data professionals might need to combine demographic information from a customer relationship management (CRM) system with transactional data to explore the link between sales and location. Unifying all this data typically requires data professionals to build pipelines that move data from one place to another for analytics. However, this process involves lots of code and takes weeks or even months to execute.

Using an Extract, Transform, Load (ETL) tool to collect data for contextual information delivery makes much more sense. It automates the pipeline-building process by extracting data from disparate sources, transforming it to the proper format for analytics, and loading it to a data warehouse. Now organizations have a single source of truth for data analysis, which can improve content relevancy.  

Read more: What is Data Integration?

How Integrate.io Helps

Integrate.io is an ETL tool that contextualizes data by moving it to a final destination for analytics. The platform transfers data to a warehouse with no code, so organizations can spend more time finding context in data sets. With more than 100 out-of-the-box connectors, Integrate.io moves data from Salesforce, CRM systems, transactional databases, relational databases, and other sources. Plus, the tool complies with major data governance frameworks and only charges users for the connectors they use and not the data they consume.

Improve contextual information delivery with Integrate.io, the data engineering solution for better content relevancy. Schedule a 14-day demo today.

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Glossary of Terms

A guide to the nomenclature of data integration technology.