Data Driven: Finding Data and Design Opportunities to Create Holistic Marketing Campaigns
In Data Driven this year, we have explored opportunities unfolding in real time within the world of data-driven marketing. Data and design are not often part of the same conversation—but in a truly holistic campaign, they should be. Data can inform design in significant ways.
One common theme this year is that analysts should be invited to the table more often during marketing conversations, from planning to execution to setting reporting objectives. One area where they are rarely involved is the development of creative and design elements.
Let's look at four actionable examples of how to create value by allowing data to point design toward objectives:
1. Data Driving Cover Design
A good starting point to inform cover designs is product sales data. In the most basic analysis, the two key performance indicators (KPIs) are 1) total sales dollars and 2) number of units sold.
Sales are mostly driven by existing customers and serve as an excellent data point for choosing cover products for versions targeted to the buyer file. Products that have proven sales volume offer opportunities to drive a higher average order value. If we know that a product sells very well within the buyer file and has a high price, it is a great candidate to occupy the valuable selling space of a cover or the outside of a direct mail piece.
When choosing prospect design and covers, it's usually beneficial to offer products that sell a lot of units. These items have proven broad appeal and are more likely to sell to new consumers who come to the offer from many different sources.
2. Data-Driven Lists and Design
The data that drives list selection for mail campaigns—either direct mail pieces or catalogs—also can inform design strategies. Compiled records for list rental are usually built around product category interest and SIC codes, and these records are often enhanced with other demographic data. Once these lists and segments are tested, the results can offer a lot of value for the next round of testing and then subsequent rollouts.