But when not implemented properly, data-centric strategies can do more damage than good.
Not Discussing with growers
Technological improvements in behavioral targeting and analytics let you collect data and action without direct communication with shoppers. Nowadays, it is possible to determine whether shoppers enjoy a product without speaking to them or asking them to complete a survey.
And while being passive with your data collection efforts is fast and convenient, doing it a lot may alienate shoppers.
That is why it’s important to collaborate together. Gather insights by actually communicating with your shoppers. Let them share their information via surveys or quizzes. Direct your customer service agents ask questions. Assist shoppers while on your own website.
You do not always have to rely on calculations to gather information. Sometimes it can help to connect with shoppers straight.
Letting shoppers in on your data-gathering efforts reinforces your relationship together. It makes shoppers feel that you care about them. And from a data standpoint, real conversations or poll results can supplement the data you already have, enabling a more complete perspective.
I have addressed system integration previously, in “How to Integrate Cloud-based Platforms.” Not incorporating your apps properly can result in wasted time, data reduction, and incorrect reporting.
Avoid that by having an”integration first” mindset. Your shopping cart, email marketing software, website analytics, and the other applications should seamlessly integrate with one another to ease the flow of information.
Proper integration allows you to quickly collect the information you require, to analyze and do it.
There are a number of ways to integrate apps. Some businesses hire programmers to work with software APIs. If you are a small company and do not have the funds to hire a programmer, start looking into app integration services like Zapier or IFTTT to join your own software.
IFTTT –“If This Afterward That” — can help merchants integrate disparate systems.
Being Too Aggressive
If you are using any sort of analytics or large data solution on your website, you probably know a good deal about your traffic. You know what they like, where they are from, and how they behave. And while it can be tempting to immediately use that information to deliver customized marketing messages, being overly aggressive with your personalization approaches can alienate visitors.
By way of instance, I once visited an apparel site, signed up for an account, and looked around without purchasing anything. Later that day, I started seeing remarketing ads with the products I seen all around the net, and in addition to thatI received reminder emails with the very same products.
It was too much information for me, and it ended up turning off me rather than converting me into a client.
To prevent this, specify a frequency cap in your remarketing ads so that they do not appear everywhere. Also be certain you’ve gathered enough information about your customers to ascertain the perfect messages and channels to advertise on. Do not highlight every platform or station. Instead, ask what is the very best way to reach a customer. Are Facebook advertising the best thing to do, by way of instance, or in the event you send an email? In case you serve up mobile ads? Be sure that you have enough information to answer these questions prior to launching your own campaigns.
Not Assessing Information to Other Data Points
Not comparing information to other data flows may cause incorrect or incomplete insights. You may assume that you know what your customers are thinking based on social networking data, but your live chat logs, email open rates, and site traffic could be offering another perspective.
It’s imperative that you analyze and correlate information across multiple resources so that you can produce the best campaigns and determine the very best courses of action.
In the case of the apparel website, if it had examined my email behaviour with my website activities, it may have derived advice on when and how to send me email promotions. It might have ended up converting me rather than turning me away.