5 Ways to Go Deeper With Customer-Level Data
To effectively target customers, marketers must gain in-depth customer knowledge and leverage it across channels. In its white paper, Five Guiding Principles for Developing In-Depth Profiles of Your Customers, San Mateo, Calif.-based marketing optimization provider Coremetrics lays out tactics to do just that.
1. See—and Capture—the Whole Picture
Gain a holistic view of visitor performance by tracking every touchpoint visitors use on your Web site—every click, conversion, abandonment, where they came from, where they went—the white paper suggests. This data builds over time and helps you understand customer action, turning a one-way marketing initiative into a two-way dialogue. Thus, you can create a customized experience for each customer to keep him coming back—relevant offers, personalized messages and a higher likelihood for conversion.
2. Get Deeper Insights With Time
Capture visitors’ behaviors—what they click, what videos they watch, what content they view—and analyze that behavior over time to continuously cross-sell effectively and deliver relevant content. Link current behavior to previous sessions to unearth how likely customers are to buy or engage with you, allowing you to invest appropriately.
3. Maintain a Cross-Channel View
Customers interact with brands online and offline. Incorporate offline data with online data to get a more accurate, well-rounded view of customers. This makes it easier to optimize the customer experience, according to the white paper, i.e., travel businesses can integrate online booking data with in-flight insights (movies played and beverages ordered), and retailers can augment e-commerce data with customer-identifiable information collected in the store.
4. Use Key Performance Indicators to Enhance Paid Search Initiatives
Develop keywords and ads that meet your objectives. Most visitors don’t convert with a single visit, so track how paid search campaigns perform on their own and how they help drive other marketing goals to continually optimize performance.
5. Make Every Message Compelling
Use customer data to place highly relevant product and service recommendations across your site and throughout e-mail campaigns to increase cross-sell opportunities and keep customers engaged.