Are you tired of talking about data?
Then let’s try talking about use cases — what data makes possible. Data is not the end result – it is simply a means to an end. Data is also a highly overwhelming concept because it’s intangible.
So let’s make it tangible. Consider this your summer primer on what data can do for you.
Data + Advertising = Targeting & Measurement
Data in an advertising context is the simplest and easiest use case. Data can be used to identify an audience, target them for delivery of a message and to report what the campaign did. Did it drive an engagement or not? Data in advertising is simple because it creates efficiency and measures effectiveness. This is where every marketer starts.
Data + Website = Personalized Engagement
Data in the context of your website creates a more personalized interaction between your customer and your brand. Data helps you identify who is on the site, what they’ve done in the past, and what message you should be delivering to them. Data means you don’t waste that opportunity to engage by talking about something that isn’t relevant to the consumer.
Data + Email/CRM = A More Personalized Walk Down The Customer
Data in an email or CRM context means you can more efficiently push consumers down the path to purchase or extract more value from them. If you have their email, they’ve likely expressed interest in your brand already. If you know who they are, speak with them in a personalized way, just as you would with any person you know. Leverage what you know to figure out what to do next. Offer them accessories or upsell complementary products to them. Teach them ways to products of yours they already have, and create more loyalty.
Data + Social = Retention, Advocacy & Reach
Data in a social environment means you can further engage your existing customers and turn them into advocates that help you reach new customers. Social creates ongoing engagement, and data can ensure you maximize each engagement and hopefully push the consumer down a designated path. The more you know, the more likely you are to engage properly.
Data is a tool — but just one tool in the arsenal. It complements the use cases mentioned above so they become stronger, more effective and more valuable.
Think of the analogy of each use case is an arrow in the quiver. Adding data is like adding accuracy and effectiveness to each arrow, ensuring each arrow flies true, strikes its mark and inflicts maximum damage. (Of course, we’re assuming you’re just target shooting here. Not inciting violence of any kind :)
Now it’s back to the summer season and spending time with friends and family. If this little recap was helpful, please let me know!