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BizReport : Advertising archives : January 05, 2016

Top 3 tips to improve data use

Heading into 2016 many experts are calling for record setting years not only in ecommerce, but in digital and mobile advertising as well. That means brands need to have a handle on online data. Here are our top 3 tips to improve online data usage.

by Kristina Knight

1. Understand your audience.

"In order for retailers to reach their target audience, they must first analyze customer data to determine who their best buyers are. Look at their purchase history, demographics, lifetime value and fundamental recency and frequency purchase behaviors i.e., repeat, new, reactivated, or lapsed customers. Take these data-derived attributes to fine tune marketing outreach and maximize spend," said Mike Iaccarino, CEO and Chairman of Infogroup.

2. Map the customer journey.

"The customer buying journey can vary greatly from brand to brand. Some sell products that require very little research, so the conversion process is short," said Iaccarino. "For others, particularly in B2B, sales cycles can be lengthy processes that require multiple touch points with the brand. A clear definition of the customers' typical path to purchase will help brands develop and personalize content, which will inform channel strategies moving forward."

3. Personalize your content.

"Every customer is different, meaning they should receive content across channels that is unique to their specific needs. This varies greatly depending on where they are in the buying cycle or their history with the brand. Use customer data to understand how they respond to messaging at each stage of the buying cycle and alter content development and execution accordingly. This strategy enables brands to get the right message to the right audience through the right channel at the right time," said Iaccarino.

Image via Shutterstock

Tags: advertising, advertising data, data trends, data use, ecommerce data, InfoGroup

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