0 0
Read Time:4 Minute, 36 Second

[ad_1]

30-second summary:

  • Unprecedented times leading to new consumer behavior.
  • New consumer behavior demands new ways of engagement.
  • Only with a 360 degree view is it possible to find new customers and develop the ones you have.
  • Get a modern data stack to help you do it faster and more reliably.

« We are living in unprecedented times. » Haven’t we all heard that a million times this year? It is clear that this unique period in history has a profound impact on every part of our life, and an area that seeing Strong growth coupled with fascinating new trends is the retail and e-commerce space. With so many people working, studying and living at home, the model of retailer-customer engagement has been completely transformed.

However, the need for a solid and holistic view of the client remains consistent. Only with a complete 360-degree view of the customer – from initial consumer awareness, to a smooth payment process, to developing a loyal, long-term relationship – can you find and cultivate new customers, speed up their buying time, and develop the customer relationships you already have.

The data you relied on last year – even last quarter – to make business decisions is no longer enough to maintain a competitive edge in today’s rapidly changing marketplace.

Unprecedented times require approaching customer engagement in unparalleled ways. Here are three steps you can take right now to create a better, more complete view of your customer this year.

Meet your customers where they are on their buying journey

At first glance it seems obvious, but your customers’ situation may not be like last year. In fact, many retailers are seeing a transformation in the way consumers interact with their brand.

With countries, cities and counties under long lockdowns, the standard foot traffic that retailers have known for decades is gone. But it’s more than that: people don’t move around as much, which means outreach efforts, such as billboards, radio ads, and other physically placed ads (think buses, city centers commercials, etc.) are not seen by so many eyes.

So where are your customers? It all depends on your brand and target audience. Social apps, such as Snapchat and TikTok, have exploded in popularity since the pandemic, as streaming services (e, g., Disney +, Hulu and Netflix). Advertising on these platforms is a lucrative way to engage with people right now.

Rethinking your outreach strategy isn’t just important, it’s the first step in creating a 360-degree view of your customer. Once you know where your customers are – and where they aren’t – you can find more.

Capture all your customer data

Starting with your early awareness advertising and going through your website and payment experience, to building repeat and loyal customers, data is coming back to you from your customers in unprecedented volumes.

Every ad impression, every cart added, and every email you open generates important data that you can use. But often companies don’t capture all the data and struggle to put it together later in order to make business decisions (we’ll get to that in step 3).

To generate that 360-degree view, it’s essential to capture all of this data and put it together. With just your website and payment data, for example, you only get a partial view of your customer’s appearance and behavior.

You might be able to speed up their shopping time – noticing that a 10% off pop-up helps a stuck cart check out, for example – but with just that set of data, you won’t necessarily be able to deduce what you could do to find more clients like this.

What if that 10% discount speeds up your shopping time AND finds you new customers? With the 360-degree view described here, you can bring this basic information to your brand awareness or demand generation team so they can A / B test a discount earlier in the funnel. sale and optimize your efforts.

Get a modern data stack that works for you

If you haven’t heard of the Modern data stack however, you will do it very soon. Essentially, it’s a modern set of tools that let you make decisions faster with more data, greater reliability, and less effort.

It starts with all the SaaS tools and apps that you already use to do your job – think Google Ads, Facebook Ads, Shopify, Marketo, etc. Instead of looking at each platform’s data manually – or through spreadsheets downloaded from those platforms – you’re pumping it all into one cloud data warehouse.

You can do this manually, which is a huge undertaking and can lead to working with stale data, or with an automated data pipeline tool, such as Fivetran.

customer data stack

Once your data pipeline pumps all the data into your cloud data warehouse, you can start building models to visualize your 360-degree customer view.

For example, you might want to model different attribution models to understand the most impactful first contact, run a segmentation analysis on your ad performance by audience, or examine parts of your marketing funnel.

Then you can integrate all of these templates into any dashboard you want, and everyone in your business uses fresh, comprehensive data to make decisions about ad spend.

The bottom line is that these three steps really represent the future of any data-driven decision making. So, even as we step out of these unprecedented times and certainly into new ones, you can bring this scalable and modern system with you to empower your business no matter what changes may come.

[ad_2]

Happy
Happy
0 %
Sad
Sad
0 %
Excited
Excited
0 %
Sleepy
Sleepy
0 %
Angry
Angry
0 %
Surprise
Surprise
0 %

Average Rating

5 Star
0%
4 Star
0%
3 Star
0%
2 Star
0%
1 Star
0%

Laisser un commentaire