TRANSFORMING DATA MANAGEMENT TO TRANSFORM SALES
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Data is key. Let Shout show you how.
Michael Jenkins
Digital Strategist
By understanding the data you need to measure, the customers you need to get that data from, and the way to use the data to increase sales and drive profits, you set yourself up for success.
In every corner of the retail world, we’re seeing an increasing gap emerging between the people who are successfully using data and the people lagging behind. We help understand your 1st party data position
In some instances, data is not required.
But for commercial businesses, retail businesses, and businesses that rely on sales consistency and sales growth, good data management is becoming a price of entry.
The fundamentals of retail haven’t changed.
With more and more people shopping online, on their mobiles, from their workstations, the fight for retail sales is increasingly being won by businesses who are prepared to invest in better online sales strategies. And the heart of any good online sales strategy is data management.
The more customers you get, the more sales you’re likely to make.
Retail is detail. And detail is data.
The more you understand your customer, the easier it is to sell to them.
And people like them.
Shout understands how to help you set up your data management to get the best possible use from them – establishing the right systems and platforms to give you the best chance for success.Â
Shout’s data experts understand how to gather the data, measure the data, glean insights from the data, and leverage those findings to make your campaigns more and more effective.Â
A simple data management approach would simply look at existing customer data taken from sales and look at ways to convert even more customers. This is a traditional approach made easier through the capability of online tools.
Shout’s data management team goes deeper.
We can set up your data measurement to look at multiple channels and multiple touchpoints to gain the clearest possible view of the optimum buyer journey. And then use first, second and third party data to inform what sorts of other customers and customer types you can target to spread your campaign to a wider audience and new segments in the most cost-effective way.
Our data experts and eCommerce sales consultants help you better understand the triggers that are most likely to be most effective at each stage of the buyer journey, helping you create a two-way engagement with customers at every touch point.Â
At each point, further embedding the customer into your funnel. Encouraging first sales and repeat business.We can help you find the right tech partner for your needs. Matching your specific business challenges and requirements against the strengths and capabilities of different platforms. So you don’t just get the data management capabilities you need now, you get a platform which evolves as your data needs evolve.
Personalisation works. The more a customer feels like you're talking directly to them, the more they're likely to respond, and respond faster.
New technologies like marketing automation software and AI-powered Customer Relationship engines are making it more and more possible to create more personalised, highly targeted communications, at scale. To make mass personalisation work for you, you need to invest in the technologies that can make that happen, and you need to align different parts of the business that deliver your promise to your customers, but the rewards are measurable and significant.
By integrating data across channels, you ensure coherent messaging, rather than keeping individual pieces of information separate in different parts of the business - this helps you create a more seamless sales journey.
This means greater collaboration between the marketing and tech functions of your business. It means finding a tech partner who can work with you to match the tech to the customer challenge and working out if buying off the shelf is more effective than building a bespoke system, or vice versa. It means having your commercial and management functions understand how the costs of setting up will be offset through long-term success.
Personalisation means being able to provide personal messages to individual customer types at different stages of their buyer journey. And not being satisfied with just one piece of content. It means creating a lot of different messages and a lot of different versions of those messages - created in a highly modular way - then trying each one, mixing and matching, and fine-tuning them, until you find the most effective promise and the most effective communications mix. This allows you to create personalised messages almost instantly.
Then choose the channel.
How you deliver your message, your content and your offer will differ at each stage of the buyer journey. A customer data platform lets you combine all your channels, and the systems which power those channels (from CRM systems to adtech, site optimisation and point of sale activations). And, while technology can handle most of this - with advances being made in marketing technology and AI-based systems gives anyone who can leverage those things a huge competitive advantage - the bigger challenge for businesses is aligning the internal functions who control the channels (and are judged on the performance of those channels) and having each function combine and share data to drive greater reach, deeper engagement and more personalised brand, sales and retention messages.
The increasing importance of Data Privacy
With more and more customers and web users understanding the need to protect personal data – to protect against identity theft and avoid the frustration of spamming – Shout uses and recommends the use of First-Party data.
Rather than buying second and third-party data from data aggregators, and hoping it gives you current insights into customers and access to genuine buyers, we collect data direct from customers to inform any digital and retail strategy.
This means collecting data from customer shopping behaviours, in-store purchases, surveys, feedback, websites, and social media accounts (where relevant and permitted).Â
We do this for three main reasons.
It’s usually less expensive – it may take a little longer, but the effort far outweighs the costs of buying data from external sources.
It’s more reliable – because we collect it ourselves, we are more able to verify the authenticity of the data.
It feeds directly into the strategy – using current customers to fine tune your retail and digital strategy makes the strategy stronger, makes it easier to identify genuine trends in the market, with more reliable insights, helping create more individualised experiences.
In every corner of the retail world, we’re seeing an increasing gap emerging between the people who are successfully using data and the people lagging behind. In some instances, data is not required. But for commercial businesses, retail businesses, businesses that rely on sales consistency and sales growth, good data management is becoming a price of entry.
Retail is detail, and detail is data. The more you understand your customer, the easier it is to sell to them. And people like them.
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Shout understands how to help you set up your data management to get the best possible outcome – establishing the right systems and platforms to give you the best chance for success.
Shout’s data experts understand how to gather the data, measure the data, glean insights from the data, and leverage those findings to make your campaigns more and more effective.
A multi-channel SEO strategy which leveraged Google search, social media strategy, content and programmatic advertising.
Shout Search Engine Optimisation Strategy and Social Campaign boosted awareness, drove traffic and increased time spent on the Repco site for their online launch..
We increased Haileybury’s brand awareness among Melbourne parents with localised SEO, SEM and geo-targeted campaigns.
Our SEO consultants had Moula laughing all the way to the bank, with SEO optimisation, SEM and a Social strategy that had Moula outranking the big four banks on SEO.
By slashing the average cost per acquisition and boosting conversions in search, our SEO Strategy and Social Campaign was the only flex necessary.
We’ve compiled a list of the most commonly asked questions about marketing automation agency to help make your decision easier. Of course, if there are questions not included here, feel free to contact us and we will answer any questions you might have.
Data transformation is the process of changing the format, structure and values of data measured. It also considers the systems that are measuring and capturing data. This is then transformed to change a business operation or culture.
Data transformation is important when you are not getting value out of your current data and not making impactful decisions based on your data. It is also important for businesses that are yet to measure and use data significantly.
Shout’s experts will work with you and your team to understand where you are now, and where you need your business to be. Using tried and tested methods, we’ll create a buyer journey which helps you get a clear picture of what is needed at every stage of the journey (from discovery and awareness to brand recognition and brand preference to engagement and conversion to purchase and repeat business).Â
This gives you a clear picture of what data you need to measure. Which then gives a clear understanding of what data structure you need to gather that data. This helps define the best customer relationship management system for you.
And helps determine whether or not your business can benefit from data automation.
The more you know about your customer, the easier it is to attract them, engage them and convert them. An effective CRM system – as part of an effective data management system – will create a single view of your best customer to help you manage all your company’s efforts and develop genuine customer-centric delivery from every part of the business from sales to distribution to product development to finance.
It helps you deliver better customer service.
It helps each person deliver more personal customer experiences.
It helps your salespeople understand when to deliver what kind of sales message – to close or to deepen engagement.
It helps you deliver more personalised communications across all digital channels, and measure responses, and monitor conversations about your business that are happening online.
It helps you measure the results of all interactions with each customer type, to help you evolve future campaigns.
A good CRM system, made possible through high quality data management, makes your relationship with your customer feel more personal – and reaps greater value for you.
A good CRM system not only personalises each sale, it can also help you harness the real power of marketing automation.
By identifying the customer type, understanding the path to purchase, understand and overcome the barriers your customers face, and be able to track your customer’s interactions with your brand across all relevant channels, Shout’s automation experts can help you leverage and manage your sales and customer data to create an automated sales journey that makes you money while you sleep.
Shout’s experienced account managers will make it easy for you to set up the right data management system. To understand your brand, sales and long-term business goals – and help you understand how the data system will help you achieve those goals.
To help you get the most out of each campaign.
To use the data to ensure the next campaign is more effective than the last.
The easier it is to see the data, to understand the data, the easier it is to use the data to make your sales funnel more effective. Our data management team will work with you to develop a unique dashboard, highlighting the relevant data you need to ensure your campaigns are on track to meet defined KPIs.
And helping you understand the best way to tweak each campaign to make each customer interaction more effective.
For more information on effective data management, and to help you transform your marketing efforts using the power of data, get in touch with a Shout expert, today.
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