What is data first
The data first methodology is based on collecting and using data provided by users to boost a business. This lets us get ahead of the competition by using exclusive information the company holds. It helps create and apply marketing strategies specific to our business.
In our web ecosystem, we uncover a wealth of information about users and their behavior. We know their interactions with content, purchase frequency, most viewed products, visit source and many other elements that we have a duty to collect and put to use.
The data first strategy
Based on this philosophy, we define the data first strategy our company will follow. There are different approaches we can apply to make the most of this information, which is exclusive to our customers. Here are some options.
Personalization
Consumers seek and demand personal treatment; they want brands to notice them as individuals. Once we know them through the information we have collected, we can create exclusive campaigns that make them feel unique.
Taking the shopping experience a step further boosts not only sales but also the brand image we project. According to an Adobe survey, 66% of consumers consider non-personalized content a reason to abandon a purchase.
Patterns
Knowing purchasing patterns helps build a more efficient strategy. The best-selling product, the most frequently combined items or the entry point into the online store are relevant factors.
Used properly, they can help build funnels that increase sales. For example, products that sell at a specific time of year can appear in pop-ups or newsletters during that particular season.
Loyalty and reactivation
Having customer information lets us know which customers have become inactive (they haven’t purchased for a certain time) and which are loyal to the brand. Knowing where each one stands helps us create a specific purchase journey that increases conversion. In one of our posts we explained how to apply a data first strategy on Black Friday using Connectif.
These specific strategies can be complemented by many others, such as boosting the preferred interaction channel, the best times to communicate or the starting point of the purchase journey.
Embracing data first in eCommerce is essential to make the most of our customers’ exclusive data. With tools like Connectif, we can design strategies perfectly tailored to the users of our online store.
