By now everyone knows how vital information is to profitable advertising—we all know that you just already know this. What you won’t know, nonetheless, is find out how to really make use of the exabytes of knowledge which are created each day.
Today, we’ll take a more in-depth take a look at the completely different information varieties that development advertising platforms like Iterable classify, retailer and activate as a part of a standout buyer messaging expertise.
Without venturing too deep into the weeds, we’ll give attention to three major information varieties that stream by means of our platform earlier than remodeling into customized cross-channel messaging:
- User attributes
- Event information
(*We acknowledge that metadata’s descriptive nature applies to all information varieties, however for the sake of in the present day’s put up we’ll be analyzing it by means of a product-specific lens.)
The Basics: Attributes, Events and Metadata
User information as an idea is pretty easy. On a each day foundation, customers specific precisely who they’re, what they like and extra throughout the digital universe. This richly detailed, private information—shopping, shopping for, clicking, tapping, and interacting—is encapsulated as consumer information that may reside inside Iterable consumer profiles.
Within Iterable, we usually classify this information as two completely different information varieties: consumer attributes and occasion information.
What it’s: User attributes are normally insights like private traits, geographic location and common profile-building properties. These are the information factors that talk to your customers’ individualities—their contact particulars, how and once they discovered you, the lists they’re (un)subscribed to, and the units they use.
Where it comes from: In common, all details about your customers is handed to Iterable by means of API, CSV import, companion integrations, or cellular SDK. User attributes are not any exception. Iterable receives and shops new consumer profile fundamentals as soon as they’ve be part of your web site or app. As their engagement grows, we append new particulars about them and their experiences to their profiles.
Why it’s vital: User attributes construct a much bigger image of who your clients are. Iterable makes use of these attribute values for segmentation, workflow filtering and dynamically personalizing content material.
What it’s: Event information captures important particulars about what your customers “do” together with your model—from macro occasions like purchases or subscription ranges to micro occasions like web site and app clicks, web page views, email or push opens, and extra.
Importantly, engagement encompasses far more than merely opening a message—Iterable’s customized occasion capabilities layers in wealthy particulars about buyer experiences. Because occasions are broad in scope and usually brand-specific, it’s straightforward to customise which distinctive occasions are tracked and saved to your customers’ profiles.
Where it comes from: Message engagement exercise like channel-specific sends, opens and clicks are natively tracked by Iterable to indicate how your clients are interacting together with your model. External actions, like cart additions or purchases happening in your web site or app, can all be introduced into the platform the identical methods consumer attributes are.
Why it’s vital: Compiled occasion information presents a holistic and evolving look into your clients’ altering pursuits and wants. Use these occasions and their layers of related information inside Iterable as conditional logic parameters that improve segmentation, workflow filtering, and dynamic templating.
Metadata is all of the descriptive information concerning the core merchandise and providers differentiating your model out of your opponents. Think of a guide, for instance: although there are thousands and thousands of them, no two are the identical due to key distinctions: writer, style, characters, plot, and so on.
Moving from analogy to your online business, it’s the main points (the metadata) about your model’s choices that makes you worthwhile to your clients—and we will seize all of those important specificities inside Iterable.
What it’s: Metadata accounts for your online business’s most interesting of particulars; it’s the model equal of consumer attributes. On its personal, it characterizes who your model is, what it does and presents. But metadata paints far more vivid picture of what your clients like particularly about your model as soon as affiliated with consumer information.
For instance, if a buyer makes a retail buy, that buy metadata—measurement, coloration, model, class, worth, or no matter else—may be saved to their profile to be used inside plenty of future advertising initiatives.
Where it comes from: Metadata sometimes resides within the varied information administration and e-commerce platforms our clients use. When advertising campaigns are despatched, Iterable’s APIs and integrations insert the desired metadata from these platforms into your message templates within the types of customized content material.
In addition, clients utilizing our Catalog function can import their merchandise’ particulars into an Iterable-hosted atmosphere and use our Collection builder to energy product suggestions.
Why it’s vital: The distinction between a very good and nice marketing campaign ties on to your capacity to wield metadata. Applying the customer-specific insights that reside inside metadata is the idea of a 1:1 expertise—it informs which of your specific content material, merchandise and providers they care about most and may help you infer what they’ll care about subsequent. If message personalization is the vacation spot, metadata is the highway that will get you there.
It’s vital to notice that Iterable organizes and shops the information we’ve described above as objects and arrays. Storing information this fashion supplies superior grouping and element assortment capabilities (and with out the effort of relational desk constructing).
Even as your clients’ profiles develop, our platform makes it potential to show even the best of particulars into completely different marketing campaign elements. And this the place all the pieces comes collectively! The full spectrum of knowledge encompassing your clients’ experiences all boil down into collections of metadata-rich objects and arrays.
This construction makes it extremely straightforward (and quick) to determine commonalities between in any other case unrelated components of an expertise. We’ve centralized the entire key information wanted to comprehensively accomplish the 2 largest challenges entrepreneurs face:
- Identifying WHO ought to obtain messages
- Determining WHAT that viewers ought to obtain
With Iterable’s segmentation software, you’ll be able to rapidly assemble focused buyer lists by merely filtering by means of consumer attributes and occasions. In seconds you’ll be able to generate a listing of consumers with standards like this:
- Customer for 1+ 12 months
- Made at 3+ purchases throughout the final 90 days
- LTV exceeds $100.
Since Iterable appends product-specific metadata to attribute and occasion information, dynamically constructing content material that corresponds with a buyer’s earlier engagements is straightforward.
Let’s fake you wished to construct loyalty program consciousness and notify this viewers section of their latest level earnings totals.
All you want is message template that pulls in information like:
- First title
- Point totals
- Number of factors till subsequent reward
- Recent purchases
Next, set a ship time or set off—that’s it! All templates are populated on the time of message ship, making certain content material is all the time updated.
The consequence? A focused, individualized, lifecycle-specific, automated, and hassle-free message constructed from readily accessible information.
Lastly, you can even pair this information with Iterable Catalog to generate individualized suggestions—very like The Dyrt does.
Digging The Dyrt
The Dyrt, the #1 ranked tenting app in each the Apple App Store and Google Play Store, makes use of Iterable Catalog to suggest the perfect campgrounds for every particular person camper utilizing their app. The Dyrt curates suggestions from over 40,0000 completely different campground varieties primarily based on a consumer’s tenting preferences, geo-location and worth.
Campers can toggle by means of The Dyrt’s 25+ campground filters to seek out their good campground. For handy searchability, The Dyrt customers’ profiles save their specific website preferences:
- Site varieties: tents, RVs, cabins, and extra
- Access: walk-in, drive-in, hike-in, boat-in
- Features: canine, fires, showers, WiFi, and extra
- and extra!
In the email beneath, we’ve highlighted how completely different information manifests right into a extremely customized messaging expertise.
In the instance above, they’ve woven the attribute, occasion and metadata collectively right into a dynamic messaging expertise. The finish consequence speaks on to the tastes of every recipient.
It not solely appears to be like nice, it carried out nice, too. Using Catalog as a personalization driver, The Dyrt elevated open charges by 57% and click-through charges by 466%!
This is a marquee instance that demonstrates how information can rework your clients’ experiences.
If you’ve dreamed about utilizing your hard-earned buyer information varieties for good, now could be the time to do it. Sign up for a personalized demo of Iterable in the present day and be taught the place the highway forward can take you.