After my first blog post about the tremendous impact that Web and mobile analytics have on campaign performance management, I wanted to continue this analysis by digging into the benefits of combining Web analytics and campaign management for consumer knowledge enrichment.
The question often comes up for marketers: “Beyond performance measurement, how do those insights allow marketers to better target their customers?” The answer can be simple.
By plugging their Web analytics into their campaign management solution, brands are now able to trigger personalized messages based on each and every data point coming from analytics and CRM. It’s possible to create a campaign using several pieces of information:
- Analytics information: This can be something such as frequent visitors, identified as “females” that connect mostly from London from an iPad and have not bought anything on the brand’s website for more than 30 days as part of the “VIP visitors” Web analytics segment.
- CRM information: An example can be a member of the loyalty program, who spent more than $1,000 in the brand’s shops last year, is between 25 and 45 years old, does not have kids, and is fan of the brand on Facebook.
It’s a new high-value targeting dimension for marketers and a tremendous source of customer knowledge. This also allows marketers to handle highly personalized cart or browser abandonment remarketing campaign in real time. Check out how F+W Media implemented these types of workflows and received amazing results of 50 to 60 percent click-through rate.
Some of those re-marketing or trigger-based campaigns have to be done in real time. In fact, studies show that the window of opportunity to obtain maximum efficiency for a cart abandonment campaign is to send a follow up 30 minutes after the cart is abandoned. Thus, a real-time connection between the Web analytics and the campaign manager is mandatory.
Beyond reactive, trigger-based communications using CRM and Web analytics, data allows marketers to get closer to customer expectations. Here are three interesting business illustrations:
- It may be counterproductive to remarket to people who are loyal and frequent “in store” buyers. They might get annoyed and feel that the brand isn’t treating them with respect.
- It might be also problematic to remarket to low margin customer who often complain and send back ordered items.
- It might be interesting to target people that have visited your “I want to unsubscribe to your services” more than three times with retention offers in the next newsletter or to trigger a “premium” direct mail to thank them for their loyalty with a great offer.
Thanks to Big Data technologies like Hadoop, marketers can go a step further. Indeed, they can predict the next best action for their consumers and automatically trigger the right message on the right channel.
By blending the right CRM with analytics segmentation strategy and adding data compiled from a large number of consumers, brands are able to determine that a segment is more willing to convert from different type of solicitation. For example, a member of a “fast buyers” segment may prefer flash offers, whereas members of the “50+ years old buyers” segment are more inclined to respond to rewards that they can choose when to use.
We have now entered into the world of predictive marketing, an interesting topic that can only be tackled with a 360 degree view of consumer behavior and cross -channel campaign management solutions able to address them in real time. But what are your thoughts? What do you see as the benefits of blending campaign management and analytics?