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?

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