What Big Data Means for Today’s Email Marketer
2. Segment for success. Use big data to segment your audience into specific subgroups. You can combine a number of data factors — e.g., job title, location, items/services purchased, pages viewed — to create an audience segment. You can then create highly targeted communications specific to each group. For example, you can deliver tips specific to chief marketing officers in a specific industry or create a bundled offer to buyers who have purchased a specific product or service in the past.
3. Up your game with integration. Integrate information from different systems to capture, analyze, report and then act upon the intelligence you've collected. Multichannel information can be used to gain visibility into user behavior and help you tailor smarter strategies for reaching and engaging your audience. For example, your website, CRM data and email campaigns all yield streams of information. By pooling these individual streams of information you gain greater insight into your customers’ behaviors, likes, dislikes and buying patterns. You can use this intelligence to not only customize more relevant content, but also tailor the delivery channel and timing to optimize results.
4. Use this … and then use that. Use big data to create automated triggers based on user behavior. You can take the insight from big data to develop specific follow-up actions prompted by customer behavior. For example, a visitor that reads a blog post on marketing may be prompted with a message that directs them to a marketing software demo. An opt-in form from female CEOs in Arizona may trigger an immediate follow-up call from a sales representative. An abandoned shopping cart might prompt a follow-up email with a special offer for completing the transaction.
5. Data strengthens data. The inflow of big data can help you to become more efficient about what's captured, stored and used. What questions do you need to answer? What data yields usable insights? You can identify the data that's most relevant for your business. This focus will allow you to deploy your resources more efficiently. You can save time in analysis by only storing only what's important to your business needs, thus saving on data storage costs.