Data Driven Marketing: 6 tips to focus on data
Whether it’s Black Friday, Christmas holidays, winter, spring or summer sales, it’s important to formulate a broad data strategy that allows you to adequately address the most important sales opportunities. Here are the six suggestions of the Data Science Company Weborama to integrate effective strategies based on Data Driven Marketing.
Enrich your CRM as much as possible
Your CRM contains very important data on your customers’ buying habits. What do they buy, how often, how much they spend. But the horizon is limited to your world. Enriching this information with second and third party data will allow you to get to know your customers at 360 °.
Analyze your data and find the most interesting consumer insights
Through data analysis – first, second and third part – you can have a picture of your customers. Who I am? How they behave? What do they have in common with each other? What sets them apart from the average population? Letting the data speak, without assumptions of principle and preconceptions, will improve your ability to relate to your customers and offer them the best possible shopping experience.
The importance of “personas”
Thanks to the data analysis, you can identify personas, archetypal profiles that describe your typical customers. The impulse buyer, who buys driven by the inspiration of the moment. The offer hunter. the one that compares the price of the same product on all sites for weeks to get the unmissable 9.99 instead of 10 euros. The most faithful. What you always and only buy from you, since the dawn of time. And, again, the casual customer or the fashion victim and so on.
The effectiveness of data driven advertising campaigns
The personas can naturally become targets for acquisition
campaigns, in programmatic, in reservation or via email marketing. Each online contact channel can be addressed via data. But there’s more, thanks to the reconciliation of online behavior data with CRM you can also exploit this information in the physical world with extremely personalized direct campaigns.
Customize content, products and offers
The data does not only have an advertising function, indeed! Thanks to the data you will be able to make your site able to adapt to the tastes and interests of your client, proposing to each one the best products and the most suitable offers. The personalization of content is essential to create a bond with the customer and establish a relationship of trust, almost like a long-standing, loyal friendship.
Your site is a machine that produces continuous data
Every action, be it an advertising campaign, the insertion of a new product or a special offer, will allow you to collect new information to enrich your analysis. Tracking will help you have a clearer idea of your customers and will allow you to recognize them at a glance in the mass of surfers.
That’s not all, the data also helps to make business development decisions: which new products should be included in the assortment? Which interest niches could you use to differentiate yourself from your competitors? Which products or services could your most loyal customers be interested in tomorrow, even if they don’t know it yet? The answers? They are all in the data.