With the increasing amount of customer data available to marketers these days, information gathering can be overwhelming. A classic direct marketing analysis that looks at demographics, transactions, behavior and customer modeling is a great way for marketers to make sense of this data and generate better returns.
Ideeli places the emphasis on the most current data to help make sure that its message is top of mind.
“From a recency perspective, weigh recent data higher than older data,” says Mark Uhrmacher, cofounder and CTO of ideeli. “For obvious reasons, something you bought three years ago is less interesting than what you bought last month.”
Marketers tackle data collection challenges
Brands take active steps to protect sensitive customer data, prevent data breaches, gain consumer trust and streamline their collection processes and email messaging.
American Red Cross uses past transaction data to target its constituents. The organization is currently running a campaign aimed at lapsed donors and is looking at the metrics to identify customers who convert, as well as trying to expand the channels they communicate in to send them a thank you and hopefully encourage more donations. “If they make a donation in mail, we follow up with a phone call to say thank you and then n email to hopefully get them to offer a separate gift,” says Jennifer Elwood, executive director of consumer marketing at the American Red Cross.
No matter how a marketer chooses to organize data internally, Lawrence Kimmel, CEO of the Direct Marketing Association, says that “marketers need to be additive to the customer experience and make their engagements faster and more helpful.”
Data is a way that customers communicate, and it helps marketers send targeted messaging. “Consumers will usually tell you explicitly what they want, or demonstrate it by the behaviors they exhibit,” Kimmel says.