Sweat the Small Stuff: Making Little Data Work for You
"Don't sweat the small stuff." Surely, you've heard that classic cliché of reassurance, and gone about your daily life feeling just a little bit better about something or other. But, when it comes to your marketing campaigns, maybe it's high time to start sweating the small stuff—or rather making the small stuff sweat as it works for you.
On Sept. 30, Carolyn Goodman and Rachel Rosin teamed up to present the Direct Marketing IQ Brunch & Learn webinar, "Big Things You Can Do With Little Data" (still available on demand). Even in today's digital age where data seems to be the very lifeblood of our business, Big Data remains a challenge for many marketers. But what about the little bits of data that marketers either already have for their customers, or can acquire?
Carolyn Goodman, president and creative director of San Rafael, Cali.-based Goodman Markerting Partners, got the webinar started by revealing some startling facts: forty percent of marketers who responded to a survey on utilization of data indicated that they were struggling. Less than 5 percent were comfortable enough to say that they had "nailed it," while even more said that "they haven't started."
Goodman went on to work through several case studies on how she has optimized small data to make big gains for her clients. The most remarkable result was for AAA motor club of some Western states. During a campaign to increase new member renewal rates, Goodman put the focus on making AAA's customers feel individualized. A quick survey of five questions helped to divide the user base into four key groups, which were then treated to four completely separate user experiences. Goodman says that the email campaign garnered "superior open and response rates, significantly higher over previous years."
After Carolyn shared a number of other successful campaign examples, Rachel Rosin—marketing specialist, demand generation at Beaverton, Ore.-based Act-On Software—took over to talk about one of her personal favorite experiences with little data. Workout training software provider PumpOne needed a way to speak to its four distinct user types. Rosin and her team came up with the ideas of unique "personas" for each segment, and then implemented that into responsive design for both email and apps that clients used. The key, Rosin says, is to "have a plan, map it out, and create different nurture paths."
Whether you're working with family-friendly oriented clients like AAA or high-octane fitness fanatics, the same principle applies: let the small data sweat it out to earn big results for you.