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In today’s world of ever-increasing data availability, volume and variety the challenge to know which data is valuable to you is a key step in starting to build a marketing solution. An often-cited response is that ‘all data is important’ and this may be true, but to help decide which elements are critical in the initial stages of building your solution a method to identify at the value of each type of customer data is key.
In this post, I will look at how to audit customer data based on its type and value. The examples will show why it’s important to be selective when reviewing customer data in CRM and Email marketing.
Over numerous implementations of Marketing Database solutions, I have seen many types of data, including ‘pet’s name’, ‘favourite colour’, ‘number of car doors’ which all have potential value to different markets:
Pet’s Name – Pet Supplies Retailer.
Favourite Colour – Retail, particularly clothing.
Number of Car Doors – Motor Insurance industry.
When first considering each data element, the ability to classify it can help determine how valuable and which phase of a solution it should be delivered in, if at all.Need a plan to create a winning marketing strategy?
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The following list provides examples of data elements and will help you quickly identify the critical pieces of information to your business and goals from the various different data sources. Typically the priority order of the data is as follows:1. Customer Identity Data
At the heart of database marketing is the individual, so knowing who the individual is and being able to build and maintain a Single Customer View provides the first type of data, Identity. This includes any information which enables an individual to be uniquely identified and includes:
Name Information – Title, First Name (Forename), Last Name (Surname), Designatory letters, etc.
Person Information – Date of Birth, Gender, etc.
Postal Address Information – Building Number, Building Name, Address Lines, Town, County, Postal/Zip Code, Country, etc.
Telephone Information – Home Telephone No., Work Telephone No., Mobile No., etc.
Email Address Information – Personal Email Address, Work Email Address, etc.
Social Network Information – Facebook Identifier, Twitter Address, Linkedin identifier, etc.
Account Information – Details of your customer’s account ids or user ids.
Job Information – Company Name, Department Name, Job Title, etc.
Permission and Suppression Data – Not distinctly an identity element of data, but equally important is the information concerning permission to communicate and reason for not communicating (suppressions).2. Quantitative Data
Once you understand who the individual is the next key element is the measurable operational data, which enables you to understand how your customer has behaved, transacted or reacted with your business. This includes any information which describes activity completed between the customer and your business:
Transactional Information (Online and Offline) – Number of products purchased, actual products purchased, Order/Subscription Value, Order/Renewal dates, product abandonments (abandoned baskets), Product Returns, etc.
Online Activity – Website visits, product views, online registrations, etc.
Social Network Activity – Facebook likes, Twitter interactions, etc.
Customer Services Information – Complaint details, customer query details, etc3. Descriptive Data
Understanding who the individual is and the type of activities they complete with you provides a good starting point for any marketing database. To gain a fuller perspective of your customer additional profile information is crucial. This provides additional information about your customer, beyond the identity and quantitative details, covering:
Family Details – Marital status, number of children, age of children, etc.
Lifestyle Details – Property type, car type, number of car doors, pet ownership, etc.
Career Details – Profession, Education level, etc.4. Qualitative Customer Data
The final type of data you will come across provides further description of your customer and potential behaviour and is usually provided by questionnaire type information where an attitude, motivation and opinion is provided:
Attitudinal information – How do you rate our customer service, how do you rate the value of the product, how likely are you to purchase our product again, etc?
Opinion – What is your favourite colour, where is your favourite holiday destination, etc.
Motivational – Why was the product purchased (personal use, gift for someone, etc), what was the key reason for purchasing our product (locality, price, quality), etc.
Using this simple classification process and relating them to your core business goals, will enable a quick identification of which data provides the information critical to the core success of your business. This can then be used to plan the appropriate delivery phases, with clear understanding of the value achieved from each data item included, enabling you to answer the question ‘How valuable is knowing my customer’s pet name?’ to your business.Need a plan to create a winning marketing strategy?
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How attribution data has informed the affiliate channel
I recently met Helen Southgate, Online Marketing Controller for Strategy & Planning at Sky, presenting their approach to media channel attribution and how it informed their understanding of the affiliate channel in context with other online activity. With that in mind she kindly agreed to this interview where I asked about how BSkyB manage their affiliate marketing. You may also find her presentation interesting for reference:1. You have been talking attribution for some time at Sky. How did you begin the process?
Yes, I have been talking about it for some time and to be honest it’s still in progress. It’s a massive project and one that is forever changing given the dynamic nature of online. I began the process by looking at what data we had access to and where it was being captured. Since then I’ve focused in on the paid marketing side of attribution, what I’d term “natural” attribution will be a phase 2, so we still have some way to go.2. How did you decide upon which technology to use?
If I’m going to be completely honest, this was inherited but I don’t think the platform is the challenge. The challenge is firstly ensuring all of your activity is tracking and you are comparing apples with apples. The next challenge is actually what you do with all of the data.3. Once you have the data how do you begin to interpret it?
Good question, this I think is the trickiest part of attribution. Most people think it’s getting the data but in my opinion it’s what you do with it.
At the moment we’re looking at data on a campaign basis, so say over 4-6 weeks. The key thing is to start basic then drill down into more granular detail.4. What for you are the biggest arguments in favour of attribution?
The output of this could be more effective use of marketing spend, identification of new opportunities or improvements to the customer journey, all massive wins for any marketer.5. What have you found to be the greatest challenges?
Time and Resource – it takes a lot of people to get this right and it takes a lot of time to interpret the data into something that is both insightful and useful.6. Can you give examples of some of the practical changes to your marketing activity you have made as a result of your work on attribution? 7. Working with the amount of data you have at Sky and the number of stakeholders, how did you cope with different departments’ agendas? How much of a challenge was it to look at the data impartially?
My role sits outside of any specific media channel so I’m in a unique position to be able to look at this agnostically. This is really important; as it is very easy to have a bias, when I worked across paid search and affiliates I would undoubtedly have had a bias to those channels, it’s human nature!
It is also really important to go into this with no preconceptions about what the data will tell you or what question you want it to answer. You can make data do anything so by going into a project without an open mind and no agenda you will bias the outcome.
However, if you’ve never done affiliate marketing before, it might be a puzzle for you. As a result, it’d be prudent to take a professional course that helps you kickstart your new venture. There are numerous course providers you could choose from, but you should exercise your due diligence as not all of them are legitimate nor worth your time and hard-earned money. You can go now and read a review of one of such courses, as well as go over the reviews of other service providers, so you’d end up making the right choice.
Besides taking a relevant affiliate marketing course, you should also know about the tools you can use to analyze your data. That being said, here are four tools that help analyze affiliate marketing data:Google Analytics (Web Analytics)
Besides that, you can gain oversight of your site’s page views, users, and sessions, and use your collected data to project possible patterns for conversions, bounce rate, traffic sources, and user position. Web analytics tools are essential to tracking your traffic from search engines and social media platforms. Moreover, you can also know the online pages that led visitors to your site.
To proficiently know how to use this tool, you may need to do at least one affiliate marketing course to hone your skills, such as Partner With Anthony. You may read now a detailed analysis of the said course so you can determine if it’s the best one for your needs.2. Mailchimp
If you’re a digital marketer, email marketing is one channel you can’t afford to overlook. However, to be effective in your email marketing campaigns, you must create an email list. Mailchimp is a free tool that gives you a certain number of emails to send for free. However, it’s believed that the allocated number is sufficient for affiliate marketers. It’s a common app used by millions of people globally because it can be integrated with many other applications to connect with other marketing channels.
Mailchimp is a one-stop shop that helps you connect with your clients and other interested parties. It’s a powerful tool for customer data analysis and for designing an effective email marketing campaign.
It’s an easy-to-use tool where you start by picking a template depending on your goal and preferences. After selecting your template, the next step is to add your well-curated and designed content. After that, choose who’s supposed to receive the email from your contact list. You can also add more email contacts. Once everything is set, you can send the email to your recipients.3. Forensiq
If you’ve been active in online marketing for a while now, it’s no doubt that you’ve heard or encountered scammers. As a result, you may need a platform that ensures your affiliate program’s safety through fraud detection. Forensiq is a fraud detection platform that generates essential data concerning the authenticity of traffic reaching your site.
In effect, it can scrutinize user details across your browser and ascertain whether the IP address, device, and behavior are from a familiar customer. Nowadays, there’s a lot of traffic coming from bots. Thus, you always need to authenticate every user.4. Hootsuite Final Thoughts
If you’d like to know some tips on how you can best utilize big data to boost your earnings, here are some suggestions you can consider
Companies use big data to analyze their customer base and explore opportunities in their market space. Big data refers to technologies that store, analyze, and manage large and complex data. Through customer data, the needs of the consumers can be easily identified and catered to by providing improved goods or services. It also eliminates the guesswork for marketing strategists as they can quickly determine a customer’s purchasing behavior and use it as a basis for campaigns.
Ultimately, the goal of collecting and analyzing customer data is to know their profile, study their interests and product preferences, and guide them towards a successful sale or transaction with the company. In essence, big data is turned into marketing revenue through various methods.
If you’d like to know some tips on how you can best utilize big data to boost your earnings, here are some suggestions you can consider:Employ Big Data To Enhance Marketing Strategies
Customer data is an excellent tool to help you design effective marketing campaigns. By analyzing customer profiles, you can better understand your target audience. In effect, this understanding will help you curate a campaign that would attract attention, pique the market’s curiosity, and invite new and repeat business.
For example, you can utilize cookies gathered from the customer’s web activity to learn their interests, purchase histories, and general profile. With this information, you can tailor your subsequent campaigns in a manner that would best suit your target audience. This way, you can minimize strategic errors that may hinder the success of your campaigns. In addition, you can also help your enterprise save time, effort, and resources in your marketing strategies moving forward.Create Data-Based Customer Engagement Strategies
You can also use big data to design strategies that augment customer engagement. For instance, you can study how your target audience interacts with your brand and the factors that boost their engagement. You can also identify
how to increase customer value
through these interactions, online or otherwise.
Big data analysis can also provide you with crucial information to make adjustments where needed. For instance, you can observe which of your existing products gets the most and least engagement. This way, you can devise a plan to help attract more attention towards less-engaging items or realign your resources towards developing new and improved products.Boost Brand Awareness And Customer Acquisition Through Big Data
As you collect digital information based on your customer’s responses on your online platforms, you can also determine how to widen your brand’s reach and boost awareness in other market platforms. One way you can do this is to increase your brand’s presence on the sites that your target audience frequents.
For instance, you can design an online campaign via social networking sites popular across your customer base. This way, it will be easier for them to engage with your brand and share your product information with their network. Also, while you promote brand awareness, you can improve customer acquisition by engaging with audiences connected to your current customer base.Use Big Data As Basis For Adjusting Price Points
Product prices can significantly influence a customer’s purchasing behavior. As such, it’s crucial to be aware of price movements in your market and how your brand stands against the competition. While offering lower-priced products may seem like the best way to beat competitors, it can backfire if the price adjustments are not justified. For instance, the customers may question quality or brand credibility if the prices are too low compared to other brands.
With these factors in mind, you’ll need to make price point comparisons using customer data that shows how product selections are influenced. You may see specific purchasing patterns that may help you point out the audience’s primary considerations in choosing a brand or an item. This way, you can make reasonable price adjustments that won’t hurt your brand and your revenue.
Meanwhile, you can also explore other options to make your prices more competitive. For example, you can consider adding discounts and freebies, which can help your products stand out from other brands.
Is your business equipped to offer customers personalized experiences across multiple channels?
In the era of instant communications and instant gratification, relationships between businesses and customers are changing. Driven by customers’ need for personalized and seamless interactions, brands are constantly adopting new communication channels, which allow them to reach customers at any stage of their purchasing journey.
Making a purchase nowadays is easier than ever as customers can go from discovering a product on Instagram to an online checkout system in less than a minute. With 51% of UK’s consumers saying they prefer to shop online, the pressure is on for businesses to engage customers in high-touch point, more personalized interactions.
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If that is the case, then how can online businesses succeed in offering multichannel customer service that can not only drive sales but create bespoke customer experiences?
The key is human-powered online communication.
In recent years, video calling has become a preferred way for customers to interact with a company – and for good reason. The urgency to deliver great customer service prompted more than 100 of the 500 largest global businesses to introduce video-based customer service in 2023. Being the closest equivalent to face-to-face communication online, the solution enables customers to interact with a customer service agent in real time, without having to interrupt their browsing session.
In 2023, video-empowered communication will comprise an even bigger part of businesses’ multichannel customer service strategy. If you are looking to bring an additional degree of personalization to your customer interactions and provide agents with a unified view of their buying journey, then read further on to discover how video calling would enable you to do so.Offering a personalized shopping experience
Picture this: you walk into a store to return a pair of shoes when you set your eyes on the perfect winter coat. However, your lunch break is almost over and you don’t have the time to go and try it on. How convenient would it be if you could go online later, from the comfort of your own home, and have a customer service agent give you a closer look of the coat’s fabric and fit?
Well, with video calling, many businesses are now offering this service on their websites. The UK’s leading lingerie retailer, Bravissimo, has adopted live web chat and video calling to offer customers a real-time view of their products, enabling them to get an accurate idea of the size and fit of an item they are interested in.From multichannel to omnichannel communications
Multichannel customer service means that businesses can communicate with their clients across various channels, including via a phone call, email, or using direct messaging on social media. As communication technology evolves, however, these capabilities are considered not as a novelty, but as a necessity for satisfactory customer service.
Managing multiple communication channels can be tricky since customers expect to receive the same quality of service, whether they choose to contact you via Facebook Messenger, live web chat or email. This is where an omnichannel communication strategy can be more beneficial. It enables businesses to streamline the customer experience across both digital and physical channels, which will create a unified view of your brand in the customer’s eyes.
By implementing solutions such as video calling and live web chat, customers can move seamlessly from one contact channel to another without having to disrupt their online journey. Being able to escalate an interaction from chat to voice and video can greatly improve the customer experience. In the case of Bravissimo, it has reduced the contact centre abandonment rates by up to 70%.Empowering customer service agents
Adopting solutions for real-time communication will help you avoid this. The customer data gathered through live web chat or web calling can be combined with the opportunities for personalization of video calling. This means that agents get a greater insight into the customer journey and are better equipped to deliver bespoke customer experiences.
In order to make the most out of a video calling solution, agents within the contact centre need to receive the necessary training that would enable them to handle customer requests efficiently. This could include:
Body language training
Visual cues training
Sign language training, if you work with deaf/hard of hearing customers
Agent training is one of the main costs associated with implementing a video calling solution. However, it is a worthy investment that can improve the overall efficiency of the agents, especially when it comes to managing interactions across multiple channels.Improving customer engagement
At this point, most businesses have already realized the importance of offering multichannel customer service that allows customers to engage with a brand across both offline and digital platforms. While this has made the shopping experience much more streamlined and convenient, it has also increased the complexity of the interactions between customers and brands.
If a customer’s buying journey starts on social media, goes through to your online website and finishes in the brick-and-mortar store, how can brands ensure they provide effective support at every stage of the shopping experience?
57% of customers feel more confident in making a purchase after watching a product demo.
50% of customers are more inclined to engage with a retailer who makes video content about their products.
Video calling can be the solution that glues the fragmented customer journey together. It offers the opportunity for the whole customer experience to be brought online, with real-time product demos giving the customer a 360-degree view of a product, creating a shopping experience resembling an authentic in-store one.
What these statistics reveal is that customers have already embraced the benefits of video and are expecting businesses to have done so as well. Therefore, it is time for brands to take the next step and offer not just pre-recorded material, but real-time video interactions. This will not only help you unify the multichannel customer experience but will also encourage customer loyalty, as 80% of shoppers are more likely to return to a business when they have had a personalized, seamless experience.Are there any cons to video calling?
Clearly, there are numerous ways in which video calling can improve the quality of your multichannel customer service. However, it is worth mentioning some of the difficulties you might encounter during the early adoption stages. In addition to agent training, video calling may require existing software systems to be upgraded or new camera equipment to be purchased.To sum up
Multichannel customer service is all about providing customers with the freedom to decide on how they would like to communicate with a brand. However, it also requires businesses to join up their communication channels in order to gain a comprehensive, single customer view. Video calling, in combination with other real-time communication solutions such as live web chat and web calling, makes it easier to provide personalized customer support all within the browser, making for a seamless and unified customer experience.
With the personalization of face-to-face communication and the data insights from online interactions, video calling combines the best of both worlds, offering an additional platform for brands to understand and support their customers.
5 trends Email marketers need to stay on top of in 2023 and a couple of things you can safely ignore…
As we move from one year to the next, the heart of (email) marketing remains the same. It is about providing customer-centric experiences. For email experiences, this is the mantra of right message, right person, right time. The closer you get to this the better the results. Each year
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To understand the latest best practice to do this we selected some of the key trends in email marketing and then asked 10 email marketing specialists from around the world to give their examples and recommendations..
This is simple to say, but has been incredibly hard to deliver. Broadcast email has been so effective because of the high cost and limited accuracy of solutions to get right message, right time and right person. That’s changing, but don’t dump your broadcast activity just yet.Trend 1 – Targeting
Capturing user interests with preference centres is dead in all but a few specialised cases, or used as a last ditch recovery attempt as part of an unsubscribe opt-down. Brands not using behaviour in 2023 will be brands stuck in the past.
The cost of doing this is coming down to levels that means there is ROI in the extra effort needed. Some ESPs are building in such capabilities, even MailChimp added behaviourally generated product recommends in 2023. There are an increasing number of third-party solutions designed to work with any ESP that add this capability too.
Brands with a very large number of SKUs, or highly varied content and a diverse audience are behaviour to target content within emails. Highly dynamic emails in which much if not all of the content is specific to the individual. This is modern day segmentation.
eBay is a great example of the challenge and solution. eBay emails are full of content target based on personal behaviours; items browsed, purchased, added to watch lists or recommended based on others with similar behaviours. With the range of products on eBay and a huge diverse customer base this is the only way eBay can maintain relevance at scale.
I expect to see more brands of medium scale adding in blocks of behavioural driven content, such as recommended items, to classically generated static content.
For brands in niche markets with smaller highly focussed lists and limited product ranges then behavioural targeting of content is not as critical but behaviour is beneficial to use in the next trend. Automation.
However, don’t expect 2023 (or 2023… or possibly ever) to see perfection in technology for getting the right message/person/time combination. Relatively untargeted broadcast communication continues to have a place as part of the mix in 2023. A means to learn and elicit new behaviours.
The same behavioural data also naturally allows more lifecycle marketing; treating suspects, prospects, new customers, regular, lapsing and lapsed appropriately. Turning a one-time buyer in a multi-purchaser is the initial starting point for anyone who doesn’t yet have any lifecycle targeting.
Personalised discount offers fit hand in glove fit with lifecycle marketing. Who gets a discount, by how much and when individually targeted based on the lifecycle using and traditional RFM models. However, personalised offers are proving slow to become wide spread due to the relatively low penetration of capable solutions. The trend in 2023 will be for an increase but likely to remain at a small percentage of brands with this capability.
To review the options, take a look at these 6 email segmentation and targeting options.Trend 2 – Automation
Rather than switching to automation, brands should be supplementing existing email activity and blending in automation programs to supplement broadcast activity.
In fact, many brands already have elements of automation included in their email programmes and they will be adding to this in 2023. But due to inherent limitations in email automation, nobody should be consider stopping use of using any broadcast, albeit broadcast content driven by behavioural data as in trend 1.
The best trigger points for automation are those which show high intent for conversion and happen with reasonable frequency. For example, someone adding a product to their wish list could be a great trigger point, but if your customer base almost never does that then such a trigger point has little value.Trend 3 – Inbox placement and deliverability
The main ISPs have been hugely successful over the last few years with filter algorithm development. Indiscriminate and illegally sent email has been beaten. Whilst users may still see a little spam, what they don’t see is the massive amount that never gets to their inbox or even their junk folder.
Reputation of sending IP addresses and domains are the main drivers of inbox placement at the major ISPs.
B2B spam filtering may have lagged behind the sophistication of Gmail, Microsoft and Yahoo algorithms but that’s changed. In addition to the reputation sharing B2B filtering solutions such as Barracuda and Cloudmark there is a strong trend for companies to outsource email services to Office 365 and G-Suite (formally Google for Work). Gartner report 13% of public companies use these services. And this number is growing.
This means the same filtering and globally shared reputation based approach applies to B2B. The bar is rising on the standards needed for B2B brands to get to the inbox. Poorly permissioned, third party permissioned or sending on opt-out basis is going to be an increasing challenge for B2B.
As the ISPs continue to finesse algorithms they are recognise that one person’s spam is another person’s ham. Filter rules will work increasingly at the personal level and may lead to filtering of permission-based email from the inboxes of the users that are consistently ignoring the brand.
Seed list based inbox monitoring tools no longer give usable inbox placement results. Inbox placement is best monitored by tracking open rates over time by domain – a report that currently not all ESPs provide. The trend is for more brands to make use of the free Google Postmaster report to track their reputation with Gmail.
This last year has seen a noticeable increase in email list bombing. The resulting trend is going to be increased need to use reCAPTCHA on subscribe forms and/or use of double opt-in processes.
Getting to the inbox won’t be challenge for brands who work on the trends 1 and 2 above, but continuing with the status quo will mean more challenges to inbox placement.Trend 4 – Data regulation and privacy
It’s clear that regulation is going in one direction only, both in the EU and worldwide. Permission is getting stricter; what marketers can do with data is going to be more tightly regulated.
In Europe the General Data Protection Regulation (GDPR) is agreed. We can expect to see privacy regulation changes too, as it needs to keep in step with data protection.
The ICO has confirmed that GDPR will be adopted, as implementation is required before the Brexit timetable. Even after a Brexit has been completed any brands marketing into the EU will need to obey GDPR. The long term worst case for brands could be obeying GDPR for EU residents and different regulations for UK.
In the UK the ICO has issued more fines for illegal marketing this year than ever before and we can expect to see even more fines in 2023.
Whilst the ICO focus has been on the area of most frustration to consumers, illegal phone and SMS campaigns, the Telegraph Media Group were fined £30,000 for sending an email with content for which they did not have permission. Permission is limited to the scope given at time of opt-in.
As the Digital Economy Bill and GDPR make their way into UK law, within the next two years, the requirement for unambiguous consent looks like it may end the practice of pre-ticked check boxes for email permission during a purchase. Using an un-checked box that can be easily ignored will slash list growth and marketers are going to have to work harder at growth and find stronger reasons to gain permission. The change might be to requiring an explicit yes or no to force an active choice, so that the option of permission can’t be ignored.
The ongoing situation with Safe Harbor being declared insufficient for passing data was resolved in 2023 with the EU Privacy Shield agreement. Right now EU brands using services that places their data on servers in the US have an issue.Trend 5 – Email creatives
A few brands have experimented with pushing the envelope of email design, such as creating carousel type elements, hamburger menus and interactive features in their emails. Often called interactive emails.
Carousels have been proven by CRO experts to be bad on webpages, why should they be a good thing in emails? Whilst hamburger menus are possible in email, these have been shown to make content harder to discover by Nielsen.
Also, not all email clients are able to support the very leading edge approaches, Gmail in particular. Though Google is moving to make Gmail support the latest standards, expect more improvements in 2023.
You might decide 2023 is not the year to experiment with interactive emails if you’ve limited resource and wait for a better understanding of what interactive elements improve email rather than just look flashy.
Expect to see the trend for use of animation and to a lesser extent video to continue in 2023. The key is to make the animation support the message and capture imagination, not just add a pointless decorative element.
When it comes to copy the trend for enterprise brands to get computer support of copy will continue. Solutions such as Persado, Phrasee or virtual testing with Touchstone.
After the initial big splash about smart watches there is still no sign of a big impact to email marketing. You’ve bigger things to win on in 2023 than worrying about if your emails are good for smart watch users.
Perhaps Google Home Assistant and Amazon Echo will start reading out your emails. If and when this becomes common, then subject lines may need to become more descriptive as voice control is used to triage emails. Again, not something for 2023! But check back next year…
For even more thoughts on email marketing in year to come, Jordie van Rijn compiled several predictions and forecasts into an overview of the future of email marketing.
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