Christmas can be the toughest or happiest time of the year for marketeers. The time when sales boost or not showing your marketing’s strengths or weaknesess.
In this blog we are not going to tell you how to become a millionaire nor are we going to explain how to easily become a Christmas hero, our sole purpose is to explain how using data you can drive a proper Christmas marketing strategy.
Base your strategy on data and not intuition. Make sure your KPIs are SMART, can be mapped correctly with the tools you have, and make sure you are not missing key customer data.
At Christmas in particular knowing your customers would be fundamental to drive one-to-one marketing strategies, basic data is fine, but if you have a lot more available use it:
You can track your customer across all your online channels. This will help you to map their Customer Journey. If you already have a tagging tool such as FLYDE’s, then you may be interested to know that you can unify this data with offline data (from physical shops or offline marketing campaigns), and in turn with socio-demographic data, thus obtaining a 360-degree view of your customer.
First-Party Data Strategy
This data is known as first-party data, and you should start using it, firstly, because of the loss of third-party cookies, and secondly, because of the amount of data and possibilities you are missing out on.
Of those data sources we discussed, the spectrum is even greater. Not only is it essential to collect data from all sources, but going one step further in the data you collect can make a fundamental change to your strategy.
By collecting attitudinal and behavioural data, such as the number of times a customer looks at a product before buying it, or their interest in the themes of your offline and online campaigns, or whether they buy for themselves or as a gift (depending on the variability of sizes they are looking for). You will be able to enrich this customer database in order to generate campaigns and strategies that are not based on intuition but on data, thus avoiding failures or recriminations to the marketing team.
Platform to obtain Actionable Insights from first-party data
All this data must come together to bring value to your company, without this unification the data lacks the real value it can achieve. To do this, there is a type of platform that surpasses CRM because it not only allows you to store basic data but also allows you to store large volumes of data or Big Data, and to act on them within the platform itself with Artificial Intelligence processes. This Platform is a Customer Data Platform.
All this will allow your company to have all this structured data, to segment, personalise and predict with countless variables. As we have previously explained, 360º customer profiles open up these new possibilities.
Customer data platform for Christmas
And back to the initial question, how can I save my Christmas campaign with this CDP stuff? You can’t, a CDP doesn’t do magic, nor does Big Data or Artificial Intelligence despite what it seems lately with the boom of this technology.
A CDP or Customer Data Platform is not going to do marketing for you, what it will do is become the fundamental support for your company. Because as we have been seeing for a few years now, the customer must be at the centre of every company, and without a CDP this is not really possible.
So a marketing team that has all the data at its fingertips will be a marketing team that will no longer ask itself why this campaign didn’t work and the previous one did? With data you will get certainty.
You will be able to make predictions about the type of campaign that will work at any given time of the year based on how each campaign has affected your customers. So if I want to launch a campaign at Christmas, I will be able to compare by type of campaign and by date, with those previously carried out, to see the expected performance based on the data; a calculation that increases exponentially its accuracy and simplicity if you have a predictive model like the ones FLYDE has available.
Later, once you have launched the campaign in your CDP, you will be able to track your KPIs and compare them to see where the success or failure has been, where there has been a change with respect to the previous one, what to improve and what to maintain. As we have said throughout the article, a CDP is not going to do marketing for you, but it can help you stop making mistakes and start relying on data.
Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.
Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.
Start taking control of your data today.
Schedule a meeting with one of our experts and discover how FLYDE can help your company achieve its goals.