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BizReport : Advertising archives : March 18, 2016


Top 3 tips for a better data strategy

Data continues to be a crucial part of retailer strategy, both online and offline, and yet many brands still struggle with how to best create and implement a data strategy. One expert offers his top 3 tips for a strong data strategy.

by Kristina Knight

First, no more guest check-outs

"While it may come at the expense of a lower conversion rate for first-time buyers, forcing users to create an account and opt-in for future communication puts brands and retailers in the best position to track customer data and drive repeat purchases," said Eldar Sadikov, Jetlore.

Second, maximize the percentage of logged-in traffic

"Draw the customer in with fresh, relevant content via your offsite marketing campaigns. Once they are on your site, encourage them to log in immediately, then use adaptive product-ranking and recommendation technology to keep them engaged with a continuous stream of content that will peak their specific and changing interests. Collect active and passive behavioral data along the way so the customer's experience can be adapted for each new experience," said Sadikov.

Third, have users invest in their profiles by contributing data

"Have users contribute data and invest in their profiles via reviews, favorites, likes, etc. The more invested users are in their profiles and the more social the whole experience is, the bigger the barrier is for them to leave and the more reasons they have to come back frequently," said Sadikov.






Image via Shutterstock

Tags: advertising, advertising data, data strategy, Jetlore








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