3 Data Trends for Q3

Personalization of Data

It has been reported that personalized emails improve click through rates by 14% and conversion rates by 10%.  Are you personalizing your emails?  Including the recipient’s first name, geographically relevant references and/or other personal information will transform your email marketing campaign from generic to unique.  Personalization doesn’t stop with email – personalizing web content is also valuable. PURLs are an example of integrating personalized email with personalized web content.  Statistics show that nearly 75% of online shoppers “get frustrated with websites when content appears that has nothing to do with their interests.” Being able to engage everyone may not be realistic, but being able to engage your target customers more effectively can produce a greater return on your marketing investments.  We can help you track your market penetration to determine if your efforts are working!

Microtargeting

Microtargeting is the process of identifying your behavioral tendencies amongst your target market to take personalization to a new level.  By leveraging this data to create ultra-personal marketing campaigns you end up targeting only those who are most relevant.  The relevance engages the customer, resulting in the people you reach being far more likely to accept the call to action.

Microtargeting requires a few key steps – first determine who your target customers are.  This will dictate their needs and motivations.  Data append services are an excellent way to gather information about your target customers.  This will provide insights into how you can help the customer with your service or product. Customers who recognize their need perceive greater value and a valuable transaction converts customers into clients. Targeted campaigns tend to be at least twice as effective as other ad campaigns so why wouldn’t you choose to maximize the return on your marketing investment?

The Role of Data

A recent study indicated that 78% of all marketing professionals acknowledge the importance of data-driven campaigns and the need for high quality relevant data. So what does this mean for your organization? It means that data must be at the forefront of both your marketing strategy as well as customer acquisition and retention.  So how do you foster this in your own company?  The first step is acquiring the data – the second is analyzing it.  We can help you with both!

Contact us today to find out how we can help you become a data driven organization.