Data Should Be One Large Net To Hook New Customers

Data Should Be One Large Net To Hook New Customers
SHARE
THIS



Every marketer uses data in a campaign. Otherwise no one would ever see it. But even with the vast amount of customer, purchasing and supply chain data that is now available, many businesses still only use a tiny bit of it, argues, Jo Sabin, marketing communications manager at crowdsourcing graphic design site, DesignCrowd.com​.au​.

Today, companies can capture data beyond just the customer value – what has the customer purchased? What’s in their basket? Are they using any promotional codes? How did they reach/find out about our store (online or physical)? How long does the purchasing and transaction process take? How many customers ‘abandon their cart’? What are the peak times of day, month and year?

With so much data now being captured at every sale, businesses of all sizes need to tune into the behaviour of their customers, and more specifically for marketers, into the ways that customers are finding out about their business.

The possibilities of using big-customer-data to optimise marketing and customer engagement right now are endless. Incorporating just a few simple data strategies will help you tailor your marketing to better inform and influence your customers.

Track everything

Customer experience powerhouses like Amazon and eBay have somewhat mastered the art of data-driven marketing. When you feel like you are ‘seamlessly doing nothing’ on their website, don’t worry, they are tracking your every move. These online giants are not only looking at the behaviour of their customers, but also those who are browsing. Each customer has their data stored, so that during your next visit, the homepage is full of products that you are more interested in. Their secret? They track everything.

Other, small-scale website providers like Bigcommerce and Shopify are now giving their customers intuitive analytical tools to better understand the behaviour of their customers. The reason behind these companies sinking so much money into data, is because even one slight change to the way you do business, can have massive effects and put you ahead of the game.

Most companies track their customers’ purchasing history but there is so much more you can – and should – track. Move beyond what your customers have bought and track their every click, search terms and shares. For online stores, you should also keep track of where your inbound traffic is coming from, so that you can increase your spending here, and bolster your spending on some of the smaller channels. Capture these behaviours and you will begin creating a pretty concise picture of each individual customer. This data will help you create a better and more profitable customer experience.

Take on technology

Gaining more in-depth insight of your customers is clearly invaluable but it’s not easy. To make sure you are capturing all the data you need, whilst maintaining your customer satisfaction, you need to communicate and interact with your customers every day, through a variety of channels, to ensure your brand stays reputable.

How do you keep on top of it all? Consider implementing a CRM and an automated email marketing system if you haven’t already. Double points if you integrate them with your social media sites. Why? These systems don’t only capture, store, track and analyse your data but help you execute clever, multi-channel campaigns and deliver real leads to sales. A/B testing, dynamic content, personalisation and event management are just a few of the features you can take advantage of.

As mentioned previously, most website hosting partners will provide customers with built in analytics tools, with tutorials of how to get the most out of them. If your provider doesn’t offer these, or you want to customise your data even further, consider using Google Analytics. GA offers a bunch of tools that you can integrate into your marketing campaigns, like tracking discount codes and monitoring customer referrals.

Get clever

Once you’ve got all the tools together for collecting customer data, take the time to analyse it, and see if you can find any customer trends or anomalies – if you are struggling, take a look at the Google Analytics Academy. Look at your page bounce rate, average time spent on your site, the average value of transactions per visitor as well as the ways that customers are directed to/find your website.

Adopt a data-driven mindset so you can track and measure if your business is growing. Being data-driven means you get into the habit of running tests in-store or online and measure results. This could have a big impact on your sales by improving the design of your email or the buttons and calls to actions you use on your website. When Yahoo’s CEO Marissa Mayer was at Google she was famous for testing every design element, including 40 shades of blue to see what shade made users click the most. This decision generated the company an additional $200M in revenue.

In 2013 at Yahoo Mayer tested a new Yahoo logo everyday for 30 days before she unveiled the current company logo.

You can also feed this data back into the experiences of your customers, either by using it to customise the web page layouts for customers or combining your data with something quirky, like FitBit has.

Every year, every FitBit member receives a summary email covering their performance over the past year. Members are then encouraged to click though to see their ranking against others, so they can better track their performance. Not only is this engaging and enjoyable for members, it confirms FitBit’s reputation as being a fun and interactive business.

There is a heap of data that your organisation can collect, store and use to build top-notch customer experiences and increase your bottom line. When you are considering using your data, start from the end stage and outline 5-10 specific questions that you want answered. From here, you can work backwards and design the most appropriate data collection methods.

Please login with linkedin to comment

Clay Shirky New Site

Latest News

Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”
  • Campaigns

Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”

How do you attract tourists when, let’s be honest, your home state’s just a bit boring? That was the dilemma facing US midwestern town Nebraska which, due to a lack of things to do, was facing a visitor shortage and had been voted the “least likely state” tourists planned on visiting. Hence, its new tourist catchphrase, “Honestly, […]

by B&T Magazine

B&T Magazine
APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine
Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]