MarketingMarketing AutomationConnect Big Data With Customer Behavior to Improve Social, Email, and Web ROI

Connect Big Data With Customer Behavior to Improve Social, Email, and Web ROI

The only path to higher relevancy, response, and revenues is to take a campaign management approach to digital marketing.

Since we have lots of data, we have lots of integration challenges. This is particularly true when it comes to good decision-making for digital marketing and analytics. Since so much customer and prospect interaction with brands is through digital channels (social, email, and the web), digital marketers are finding increasing attention to their efforts. That attention doesn’t always translate to resources, unfortunately, so it’s an imperative that marketers connect the dots between the marketing and information systems, especially when bringing customer data and marketing efforts together. Mastering that flow of data between the places that generate it (click-stream, communities, sentiment analysis, email and SMS messaging, and portals) and the systems that utilize it (marketing automation, messaging delivery, and social publishing) is creating complexity, as well as opportunity.

I love the phrase “connecting the dots” in this context. Without a doubt, the line to connect data and marketing can only be drawn by analytics that are relevant, functional, and automated, giving users the ability to find the right piece of information precisely when they need it. Of course, this is a multi-faceted challenge, capturing and utilizing data that enables segmentation and customized, multi-touch conversations.

Digital marketing and big data analytics continue to be a work in progress (more dots still being connected every day). Even so, data-driven customer connections are the future. They are imperatives for marketers because customer behavior is cross-channel, cross-business unit, and cross-device. The only path to higher relevancy, response, and revenues is to take a campaign management approach to digital marketing. Which means using all the data you have to follow and nurturing the customer journey, making better decisions about offers and timing, and being responsive in real time.

Many marketers seem to be praying at the shrine of the “Steering Committee” in an effort to corral systems and people needed to connect these dots and use the data to improve customer experiences. Frankly, the gap between “just get started” and “plan this out really well so you don’t miss a step” is the biggest barrier to action on the planet. We marketers are good at doing nothing in fear of not doing everything. Why is that? (Enter Freud, stage left.) Lots of management consultants talk about the benefits of failing fast, and I believe it applies here. Start with small projects that use the data you have today more efficiently, earn some results, and then show how this could earn or save money as part of a larger analytics approach. Having taken this approach with a few marketers, I know it works, but beware: it definitely requires a willingness to be in it for the long haul.

With one retail marketer, we started by combining click-stream data with email marketing data. We focused on the gap between purchases by examining how often customers browsed. We saw distinct persona types – some people visit infrequently, but buy every time. They were the “focused finders.” Others browse frequently, but buy only occasionally – the “busy browsers.” The first set were sent weekly offers only for very specific products recommended for them by their purchase and session behavior. The second were sent daily offers for all kinds of popular items. The effort lifted the “focused finders” purchase rate by 10 percent, which is great – they bought slightly more frequently. The second effort increased the purchase rate for “busy browsers” by 200 percent – they browsed just as often, but purchased much more often when guided to “most popular” items.

I’ve written before that automation and integrating marketing management solutions can do things for you very well, but they cannot think for you. We all need these tools in our arsenals, and we all need our collective wisdom to optimize them.

How are you connecting the dots between customer activity and the marketing experience? Please share your thoughts below.

Related Articles

Why touchpoint data is invaluable to your CRM and driving sales

Data-Driven Marketing Why touchpoint data is invaluable to your CRM and driving sales

2y Jeanne Jennings
How to take your geo-fences to the next level

Data-Driven Marketing How to take your geo-fences to the next level

2y Benjamin Spiegel
Three digital dilemmas that are really opportunities

Actionable Analysis Three digital dilemmas that are really opportunities

2y Catherine Magoffin
Reviving sluggish sales with email personalization

Conversion & ROI Reviving sluggish sales with email personalization

2y Guest Writer
Getting over three mar-tech hurdles: are you ready?

Marketing Getting over three mar-tech hurdles: are you ready?

2y Stephanie Miller
How three brands used Pinterest to win consumers and why you should too

Marketing How three brands used Pinterest to win consumers and why you should too

2y Tessa Wegert
Four ways to connect with consumers during the holiday returns hangover

Ecommerce Four ways to connect with consumers during the holiday returns hangover

2y Nick Worth
Six ways to improve value and trust for your brand's website

Marketing Six ways to improve value and trust for your brand's website

2y Tamar Weinberg