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Winning Customer Loyalty, Pt. 4: Bringing Sexy Back to Data and Analytics

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So far in our collection about profitable buyer loyalty, we’ve coated taking the shopper expertise from good to nice, hyper-adoption and hyper-abandonment, and individualization. As we proceed to increase upon our webinar that includes Forrester’s Brendan Witcher, we’re going to draw a connection between profitable buyer loyalty and knowledge and analytics. Sure, knowledge and analytics aren’t at all times thought-about the sexiest a part of advertising and marketing, however they’re making a comeback.

Data and analytics are bringing horny again as a result of they’re the true differentiators between manufacturers. Like we’ve talked about within the earlier articles on this collection, prospects are not evaluating manufacturers primarily based on product, however as a substitute, on their expertise. People can discover a substitute product with the press of a button, however the expertise is what retains prospects coming again. The basis for constructing a finely-tuned expertise, nonetheless, is knowledge and analytics.

“Customers will say, well, I don’t think this company has better fashion than these guys over here, but this company seems to get me more. They’ll use that kind of term. They ‘get me,’ they understand me, and they’ll give their loyalties because of that. In many ways, this is an overlooked but critical part of marketing, of creating experiences, of delivering value.” – Brendan Witcher

Data and analytics assist crack the code for every particular person buyer, permitting advertising and marketing groups to join on a extra private degree. Truly understanding your viewers is a robust differentiator that helps manufacturers stand out in a world of infinite choices. Let’s check out why knowledge and analytics have gotten more and more essential and how they will help entrepreneurs create a extra personalized expertise.

The Evolution of Customer Data

“Data and analytics” is considerably obscure. We’ve stored the time period however the panorama of knowledge and analytics in advertising and marketing has modified through the years. To begin, at present, now we have entry to boatloads of buyer knowledge. In the previous, this wasn’t at all times the case. Before every little thing was digital, manufacturers perhaps had entry to the shopper’s identify, handle, telephone quantity, and bank card. Now, we all know the place prospects are as they transfer round, the place they’re seemingly to store, what merchandise they’ve bought previously, what advertising and marketing channels they like—the record goes on.

With this onslaught of knowledge comes the necessity to analyze it. Marketers want to discover methods to set up and categorize the information to take advantage of out of what’s accessible. As talked about in a latest Forbes article, “According to Gartner’s 2020 Marketing Data and Analytics Survey of more than 400 marketing leaders and analytics practitioners, 64% of analytics practitioners said that data management, data integration and data formatting are some of the top ways in which they spend their time.”

Not solely do manufacturers obtain implied data from buyer interactions, however in addition they get zero-party knowledge immediately from the shopper. As McKinsey factors out, “ [Customers] are much more seemingly to share private knowledge which are a mandatory a part of their interactions with organizations.“ But, simply having the information isn’t sufficient. Taking the information and creating an actionable result’s how manufacturers can win buyer loyalty.

Why It’s Important to Use Data and Analytics

Why are entrepreneurs spending a lot time analyzing and dissecting the accessible knowledge? Because what you, as entrepreneurs, do with that knowledge is what units your model aside. If your model has entry to distinctive knowledge, or knowledge factors that may be cross-referenced to attain distinctive conclusions about particular person prospects, that data wants to translate into actionable advertising and marketing messages.

“I have never been on a sales or an earnings call from any company ever, where somebody said, ‘We started saying ‘Happy birthday!” and gross sales went up 5%.’ That’s by no means occurred…It doesn’t actually make the shopper change their habits. ” – Brendan Witcher

Data provides manufacturers a peek into every buyer’s life. What would make their life simpler? What do they love? What do they hate? With nice energy, nonetheless, comes nice accountability. Having this knowledge means you’ve to truly use it. According to Merkle’s 2021 Customer Experience Sentiment Report, 76% of respondents mentioned “they are more comfortable giving out their behavioral data to allow brands to enhance their experiences.” This elevated from 71% in 2020. Having this knowledge however not utilizing it could possibly erode belief between the shopper and your model.

How to Use Data and Analytics

So we all know now we have entry to extra buyer knowledge than ever earlier than and having the information however not utilizing it could possibly trigger mistrust amongst prospects, however let’s discuss what “using” knowledge truly seems to be like.

Think in regards to the number of advertising and marketing channels your model makes use of. There’s SMS, email, in-app messaging, push notifications, and so forth. Each time a buyer interacts along with your model through a channel, there’s the chance to accumulate knowledge. Did they open the email? Did they use the coupon we despatched through SMS? What did they purchase with that coupon? Your martech stack seemingly has instruments for amassing this knowledge, however going a step additional and utilizing it, in real-time, creates a extremely customized and individualized expertise for each single buyer.

Say, for instance, your buyer has purchased a pair gadgets out of your on-line retailer however it’s been some time since they’ve revisited your web site. You’ve been sending them emails and they aren’t opening them. To re-engage this buyer, you create a workflow that claims “if this customer doesn’t open an email within 30 days, we send them an SMS.” If they open the SMS, perhaps you set the workflow to set off a followup SMS with a coupon for an merchandise that pairs properly with an merchandise they’ve bought previously.

Each interplay the shopper has along with your model is a chance to accumulate extra knowledge and change their expertise to make it as helpful for the shopper as potential—once more, in real-time.

Using Data and Analytics Wins Customer Loyalty

The manner manufacturers are utilizing knowledge is the differentiator. You’re a buyer too. You know that almost all manufacturers at present can acquire entry to a minimum of a few of your knowledge. It’s what the model does with that knowledge that units them aside. Taking, or asking for, buyer knowledge is sweet in your model and understanding your viewers, however the change of knowledge wants to be mutually helpful. Once you’ve proven your prospects that you simply not solely have their knowledge, however are crafting distinctive experiences for them with it, they’ll be extra seemingly to stick round.

To get extra information on why knowledge and analytics are making a comeback, watch the webinar.



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