We partnered with our teammates at Segment, the leading customer data platform, to create our latest guide: 15 Ways to Engage Your Customers Using Data. While we all want more data, data is only as good as your strategy to apply it. And figuring out how to collect, organize, and put your data to action can be a daunting process.
To help demystify any questions around data and how to use it, this guide walks through:
- What data you should be tracking
- How you can engage new visitors
- How to encourage ongoing purchases
- What you can do to re-engage customers
- The tools you can use to put these strategies to action
You’ll find best practice tips and examples of successful messaging and resources to help you learn more about any strategies that you are interested in pursuing.
Ready to dig into the data? Download the guide.
Data & customer engagement best practices
Here is a sneak peek of a few best practices to give you a better idea of what you’ll find in the guide.
1) Getting started with data collection
When you’re starting out with data collection, don’t look at the data. This may sound counterintuitive, but it’s much more valuable to begin with your business objectives. Knowing your goals will help you understand what data points are most important to have insight into.
2) Learning about new site visitors
You can start building a visitor’s profile as soon as they visit your site, even if they don’t create an account. Every time a new visitor comes to your site, they provide information on their interests and purchase behaviors. Each visitor is assigned an Anonymous ID that helps build a picture of who they are as a user. You can then use this information for the retargeting of lookalike customer profiles.
3) Reaching customers on their preferred channels
There’s the temptation to engage with your customers as often as you can across all channels. The more promotions you send, the more likely they’ll purchase, right? Nope! Customers can quickly become frustrated from over-communication. A better tactic is to use data to understand which channels your customers prefer and use those preferences as the main channels of communication.
4) Letting go of contacts
Contact information is incredibly useful, but only if the contact is engaging with your brand. Sending promotions to unengaged contacts can be detrimental to your marketing program, not to mention expensive to store a lot of unused information! Keep track of your contacts’ engagement across channels to help you understand when someone has dropped off and recognize when it’s time to say goodbye.
For more best practice tips, resources, and examples, download our guide, 15 Ways to Use Data to Engage Your Customers.