Big ideas start from small data. When beginning a new marketing initiative, it’s easy to get overwhelmed by the sheer amount of options available, and can lead to analysis paralysis. This can lead to an inability to get started or, even worse, a costly integration with some 3rd party data enrichment company that will take too long, cost too much, and get you data you didn’t really need in the first place.
Rather than hoarding data like stacks of old newspapers, think about 3 or 4 basic pieces of information that you can use as building blocks to curate relevant and useful marketing strategies.
In order to build a solid foundation of strategies, we believe in a crawl, walk, run style of implementation. Take the easy parts first, do them well and get it started. From there, you can begin customizing and before you know it, a beautiful tapestry of marketing personalization is engaging your customers, running like a well oiled machine.
BEGIN AT THE BEGINNING
There are data points that every system is capable of producing without the need for expensive, complicated integrations.
These basic data points can be leveraged to get you a veritable mountain of variations within a marketing campaign.
THREE DATA POINTS CAN BUILD THE FOUNDATION
Using just those 3 data points, you could start by creating a basic waterfall based on order sequence.
- Order Total (the dollar amount of the order)
- Order Sequence (is this the customer’s first, second, third order?)
- Discount Amount (the total dollar amount of any discounts)
Customers who place their first order with you get campaign A, their second order get campaign B, and so on. Depending on your particular business model and ordering trends, you can take that as far as makes sense. For this exercise, we will use orders 1 through 3.
Using just one single, common data point there are already 3 completely different unboxing experiences that your customer could have.
Now that you have a foundation set up, it’s time to move onto the fun stuff.
VARIETY IS THE SPICE OF LIFE
It’s really simple to add variations to each using another simple data point: Order Total. The amount of money a customer spends per order is a good indicator of their spending habits and what kind of orders you can expect from them in the future.
For this exercise, let’s say that your average order value is $50, and your current FIRST ORDER foundation campaign is promotion based, in an effort to get that first time customer to convert to a second order within 90 days. Does it make sense to give the same promotional discount to everyone who orders, whether they spent $25 or $150? Of course not. So you can easily split the group up using Order Total.
GO EVEN DEEPER
So at this point, we’ve taken 2 simple data points and been able to create 9 different customized messages to your customers. Thanks to the ever powerful language of mathematics, if we add one more data point, we can turn that 9 into 18.
If you bring Discount Amount into the mix, you can make an assumption on ordering behavior. If a customer orders only when there is a discount, then that’s what they need to convert. If they order without a discount, you can assume that they don’t need another one for their next order. Why give away money to someone who was going to order anyway?
LIMITS ARE FOR CHUMPS
Do you have a rewards program? If you add that in and make a variant, you turn those 18 variations into 36. Do you have different portals for people to place orders (app vs website)? That 36 becomes 64.
Over time, you can measure the individual results of each experience, and fine tune them as you enter into a cycle of continuous improvement. And it all started with 3 data points that are available to you right now.