Category: Martech

Obtaining good results from marketing campaigns is becoming increasingly difficult due to the hyper-saturation of advertising and messages that customers receive. Therefore, your company must be able to differenciate and offer unique experiences, both to your current and your potential customers.

FLYDE offers you the possibility of improving your campaigns in a very simple way with its hyper-segmentation and personalisation tools, with which you can give each customer what they want and when they want.

Unify all your data to get a 360° view of your customers

Obtaining a 360-degree view of your customer is vital nowadays in order to be able to draw up an effective strategy. To know your customer completely, it is essential to be able to unify all the data to which you have access and join it to the socio-demographic data of the market in question.

In this way, you will obtain an extremely detailed profile of each one of your customers on the same platform.

Hyper-segmentation is the key

Once you have a detailed picture of your customers, you can start to hyper-segment according to the characteristics you want. Thus, you can segment by the type of contact your customers have with your brand, by their preferences when it comes to buying your products or by the vital characteristics of those customers (income level, number of people they live with, etc.), among many other options.

This form of segmentation will allow your company to understand hyper-specific details, what each customer wants and how each marketing campaign you carry out affects them.

Define specific audiences

Once you have done this hyper segmentation, you can generate audiences of those characteristics or segmentations that you find most interesting or combine several. With them, you will be able to create highly targeted email marketing or telemarketing campaigns, as well as refining your social media segmentation or your offers through your sales channels.

All this process, moreover, will be accompanied by the constant support of Artificial Intelligence, which will offer you details that the human eye cannot perceive. Thanks to its data processing capabilities, it will help you, among other things, to predict behaviour based on the habits of your customers so that you can act in advance of possible changes in the market.

Create campaigns based on the preferences and lifestyles of your customers.

These campaigns must be personalised because that is what customers demand in 2022. To achieve a real personalisation of your campaigns you must cover three fundamental aspects, which you must unify in a platform such as FLYDE:

360 Knowledge of your customers (What they want, how often they want it and how they want it).
Knowledge on how your previous campaigns have affected customers and potential customers.
Generate different types of content, respecting your brand, but targeting each type of customer.

Max and John do not want the same thing and, therefore, it does not make sense to offer them the same product. If John is a regular customer (he buys every month in your physical shop) and, having the data from all your channels unified, you realise that before buying in shop he visits your website to see what’s new, the product you offer him on the Home page of your website must match his likes and shopping habits.

How do I make my campaigns stand out to my customers and not bore them?

Email marketing continues to be one of the most widely used actions today. As much as an 87% of marketing teams use this type of strategy to promote products and content. These campaigns can be based on sending newsletters or reminders to recover abandoned carts, as well as many other examples depending on the sector or the company’s preferences.

Even so, the average email open rate is quite low, at around 20.80%. In other words, 79 out of 100 emails are never read. Why does this happen? The problem that many companies face is the lack of adequate tools that allow them to know the customer fully. Therefore, as we have seen throughout this post, personalising and segmenting properly becomes a very complicated task that is also essential if we are looking to stand out from our competitors and reach our customers by offering them quality content that interests them.

However, with FLYDE this process becomes quick and easy. In just a few clicks, you can segment your customers on our platform and get a very detailed view of each one of them to find out what type of content they prefer and, above all, how often they want it.

With FLYDE, by applying the Dynamic Scoring, you will be able (taking into account multiple factors) to segment your customers by the likelihood of their interest on your newsletter. This way, if a customer does not want to receive your newsletter, he will not receive it, so he will not get tired of your brand, and you will not lose him definitively. On the other hand, if a customer is loyal and passionate about your brand, you can send them a greater number of emails, thus increasing their chances of buying and their engagement with your brand.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximise 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.

Retail has always been accompanied by the difficulty for companies to manage stock efficiently. In order to do this, optimal sales control and forecasting is necessary, but… How can we rely on the latest advances in technology to do this?

How do I solve my stock management problem?

Stock management has become a complicated task for companies. The rise of omni-channel distribution and sales has meant that a greater involvement is required to keep all these channels up to date and coordinated in real time. For this reason, many companies are opting to apply new technological solutions that improve these processes, reduce costs and ensure an optimal management.

One of the most recurrent solutions to tackle these problems is to implement Warehouse Management Software (WMS). The problem with this type of tool is that, despite its efficiency in the warehouse, it is not a total solution to the problem as it helps to know your stock in real time but does not go beyond that. Not knowing how your stock can evolve or not coordinating this valuable information with other teams such as marketing, sales or finance, are some of the handicaps they present.

If what we are looking for is a more efficient management, which allows us to plan in time to avoid problems such as stock breakages, the solution is to coordinate different tools that give us a broader view of our environment, unify the data from all departments of our company and can provide added value. And one of them, without a doubt, should be the inclusion of an Intelligent CDP.

What solutions can I apply with an Intelligent CDP?

An Intelligent CDP, or Intelligent Customer Data Platform, is a software that will allow your company to unify all the available data of your company, so that all your departments can work in coordination. However, the fundamental value of an Intelligent CDP, as its name suggests, is the application of Artificial Intelligence, to process these data in the most efficient way possible, finding details imperceptible to the human eye, and saving huge amounts of time for employees.

Unify data: a Smart CDP will allow you to unify data from your WMS, sales, marketing campaigns, and any data you can imagine, and to which your company has access; to later be able to access this platform and get answers about your customers or any movement done by your company.
Control in real time: access to all the information in a single platform will allow you to see in real time how each movement that the company carries out affects your stock. Thus, for example, the marketing department will be able to observe not only an increase in sales, but in real time they will be able to see the effect of each campaign or action carried out on the warehouse, and vice versa, thus being able to anticipate problems with the lack or excess of stock.
Predict sales: as we have seen above, the Intelligent CDP is not only a CDP, but applies Artificial Intelligence to take your business to the next level. In this way, an Intelligent CDP allows you to predict sales in real time, and therefore, you will be able to anticipate any stock management problem, with an accuracy that could reach heights of over 95%, depending on the amount of data provided. And not only that, you will also be able to: establish relationships about peak and off-peak sales periods, and of which products. Which specific customers are buying each product, in what quantity and when or at what times the company is most likely to run out of stock, etc. All this is now possible with FLYDE.

WHY FLYDE?

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.

Mother’s day is a crucial day in any B2C company’s calendar, as it is one of those important days in the year for your customers. A date in which you as a company could create strong engagement with them, as well as boosting your sales. In the US in the last 3 years sales in this day have grown over $5 billion.

Many companies are not yet using their full potential to create proper bondings with their clients, although it is a MUST in our world. In this article we will explain the possibilities that the current technology available could give to your company to boost your sales, through a complete customer 360 view, on a special date.

Segmentation is no longer enough

In order to generate sales on the first Sunday of May, every company send emails, announce in their webpages, offer discounts or run online advertising campaigns, among other things, depending on the basic and traditional segmentation. Do you want to stand out? Your segmentation could go a huge step further with the use of the right tools. An Intelligent CDP, will help your company segment your customers in a different way.

Usually companies segment their customers according to their age, gender, or maybe even by their affinity with the company. This way of segmenting had been enough for companies until today. With the last advances in technology this way of segmentation is just not enough. Taking into account that today’s companies have omnichannel retail and marketing strategies, there are huge data sources from where to learn from your customers.

What is Hyper-Segmentation?

All of this data available in the different channels used by your company can give you an extremely detailed definition of every single client. Imagine unifying the information you have from social media, your website, your offline selling and promotions, your call center’s data, etc.

The possibilities your company would start having in customers relationships with this data unification are huge. But an intelligent CDP does not do stay here. As well as storing, unifying, and securing this Big Data, with FLYDE your company would also be able to analyze this information with a series of easy to use applications, thus making the customer’s vision accessible to all departments of the company, technical or not.

Possibilities driven by hyper-segmentation

Going back to Mother’s day, you can start to hyper segment your customers on these special dates.

Not just in email marketing or in call centers, where having a hypersegmented view on your customer would help you targeting, choosing who to call/email, and the type of message you will send to each customer this day. Also, with this level of detail of your customer, you could even detect the role played by each customer in the whole sales proccess of a product.

For example, you could know to a huge precision if your customer is a daughter or a mother, and trace a customer journey where you could see if she is a late buyer, or someone who likes to buy gifts with time, knowing when to approach each client and maybe offering a discount for an early buyer a day before the day where she tends to buy the gift.

AI combined with hyper-segmentation

FLYDE’s possibilities with customer segmentation are not yet done. There is a fundamental part left which makes this CDP an Intelligent CDP which is the application of Artificial Intelligence through the whole process, giving the ability to the FLYDE Brain, our Intelligent Assistant, to help your company view the deepest insights of your customers.

Continuing with the examples, if your company sells flowers and FLYDE Brain detects that in a neighborhood where, for example, single-family homes predominate and you generate a large amount of sales, our assistant, after comparing with the rest of the areas, will recommend other neighborhoods with similar characteristics and a large number of potential customers so that you can improve your sales this day.

Why FLYDE?

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.

CDP or Customer Data Platform market is growing exponentially. Once you have understood the utility of a CDP you may start to think on implementing a CDP in your company. However, how would you be able to know which CDP best suits your company? To solve this question we have developed a list with the main aspects that will help you make this important decision.

1. Do I need a CDP in my company?

Modern companies, no matter their size or sector, generate a massive quantity of data, both from its online and offline customers and channels. The problem of the majority of the companies is that they don’t use this data properly and, therefore, a complete or partial lack of knowledge of their customers and their behaviours.

A CDP helps companies unlock the full value of their customers in a very simple way: by unifying, collating and analysing all of their data from a single platform, enabling a complete understanding of their customers.

It is therefore an essential tool for any company that generates a large volume of data, is not getting the most out of it and needs to have a solid and complete customer database.

2. Is my data safe in a CDP?

The majority of the CDP offer a large list of guarantees, in terms of data-protection. However, they tend to limit their data protection to the legislation of the region where it is settled, so it is always better to choose a CDP that comes from a territory with strong legislation in this area.

The United States, and especially Europe, have the most advanced legislation in terms of data protection, so it is always preferable to opt for a CDP from a company that comes from these territories bearing in mind that, in addition, if the CDP is European, it will guarantee compliance with the most advanced and secure data protection regulation on the market.

Not only that, at FLYDE we also offer you full internal control over data governance so that you can define which users have permission to which data, among other features.

3. Which functionalities should I look at in a CDP?

Every CDP should have the minimum requirement covered. However there are many functionalities that may vary in between the different CDPs.

Firstly, it is essential that the CDP fits with the expectations of your business. That is, thanks to the platform and its functionalities, meeting the objectives of the different areas is simple and can be done in a coordinated way between departments. For this, there are two fundamental points: analyse the tools available (more info about FLYDE Apps) and the ease of use of the platform. To make sure that the platform is what you are looking for, we recommend you to make a DEMO, this way you will ensure that anyone in your team can use it and you will see the platform in operation with real data.

Other functionalities that would make a big change in between the different CDPs is the use of Artificial Intelligence in the platform. The AI is the future when crossed over with huge quantities of Data and it would suppose a radical change to your customer comprehension.

Finally, other important features to look for in a CDP are those that are aligned to your business and objectives.

For example, if you have a loyalty programme, you will probably be interested in having a Dynamic Scoring. If you have an eCommerce with online and offline customers, a Single Customer View with a 360-degree view of the customer, or if you work taking into account KPIs by geographic area, a Geomarketing tool.

4. Could I integrate the different apps my company uses in the CDP?

As we have mentioned previously, a key feature of CDP’s is the ability to unify your company’s data in a single platform. A Customer Data Platform enables your company to integrate every single app used in order to unify all of your data. From Social Media to CSV files, through Shopify or the CRM your company is using, a CDP allows you to integrate all of these data sources to look at and analyse all of that data on a single platform.

Is it fundamental when choosing a CDP to look at the number of integrations available? Definitely not as long as the CDP provider offers to integrate your existing applications even if they are not in their current portfolio of integrations.

5. How much does a CDP cost?

We know that price when choosing a CDP, as well as in any other platform, is crucial. There is a huge range of prices in the CDP market depending on different characteristics that define each company.

One of the most important is the need for the support of a technical team or Data Scientist. This will make the CDP more expensive, as the more complex the CDP is to use, the higher the costs of its implementation and subsequent use will be.

The price is also influenced by whether you have technical services, the amount of functionalities you hire or the use of data, among other factors. Due to all these variable factors there is no fixed price range. Our recommendation is that you contact us and discover all the possibilities through a demo or a free trial.