Customer activation refers to the act of motivating customers to fully realize the benefits of the product they are testing, hence increasing their overall engagement. The result could be generating a new customer or re-engaging an inactive one. Whatever it is, activation happens when a customer becomes enthusiastic about your product or service through relevant marketing by fully understanding its benefits (the elusive 'aha!' moment).
"The world is now awash in data and we can see consumers in a lot clearer ways."