The latest perspectives on data, sales, and customer success
Black Friday and Cyber Monday represent the biggest sales days of the year – according to Oracle, consumers spent more than $2.9 billion online in the two days alone in 2013. In the UK, consumers are expected to spend a whopping £360,000 per minute for Black Friday this year, and Shop.org predicts an 8-11% increase in holiday spending across November and December.
If your business has been hard at work over the past few weeks promoting Black Friday and Cyber Monday discounts, the last thing you want to encounter is a website outage on the most important weekend of the year. Some of our customers generate nearly 50% of their annual revenue during the holiday period, so every moment lost due to web performance issues can have a major impact on the year’s revenue numbers. Worst of all, your competitors are likely benefiting from customers who were originally planning to purchase from your business.
This month, as part of UNTETHER.tv’s series on highlighting innovations in marketing and the mobile space, our CEO Wojciech Gryc joined Rob Woodbridge to discuss why personalization is key to driving revenue in today’s retail landscape.
As Gryc notes, many companies are actually closer to operationalizing their data than they might think: “It’s really amazing how many data sources a business has access to without always knowing. If you’re sending emails, you can track them, if you aren’t doing so already; likewise, your website visitors are generating browsing data as well. Most marketers don’t realize that they could use all of that for marketing and sales.”
Earlier this September, we wrote about the importance of fostering a company culture that embraces data to drive revenue and improve organizational practices. The article generated a great deal of discussion and feedback across our online communities, and we were fortunate to have many industry leaders weigh in with their own experiences. We reached out to a few of them to hear a bit more about their own stories and perspectives.
Today, we speak with Flora Lewin of B-Pro on how to use data to shape company strategy, as well as some common strategy mistakes and pitfalls that organizations can avoid.
Future marketing analytics tools should tell us what elements of a customer funnel experience are hurting conversions as soon as they start doing so, not after they affect your company’s top-line revenue numbers.
By now, nearly every forward-thinking retailer is using marketing automation, personalization technologies, and some form of business intelligence. Unfortunately, these approaches remain labour intensive and still make it difficult to understand what exactly your customers are experiencing day-to-day. Marketers may not be manually sending emails anymore, but something still feels missing in the larger marketing process.
Thanksgiving and Black Friday may be another three weeks away, but many retailers are starting this holiday season a month early. Indeed, Walmart and Amazon launched their first round of holiday sales on November 1, and many others are following suit.
To prepare retailers for the competitive holiday season, we are launching our free Black Friday + Cyber Monday checklist. This document helps you assess your team’s marketing and operational readiness for the holiday rush, and highlights many common holiday mistakes and oversights that your team can avoid.
This Thursday, October 30, we’re excited to participate alongside 100+ companies for Startup Open House Toronto. If you’re around the Queen and Spadina area, drop by our Toronto office between 4-7 PM at 130 Spadina Ave, Suite 405 (click here for a map) to learn more about our company – and meet our friendly team!
We are proud to work with great organizations such as the Canadian Opera Company (COC), Canada’s largest producer of opera performances. The COC is a great example of a team that has embraced predictive analytics to improve their guest experience and drive revenue growth for the organization.
If your inbox is anything like mine, then you have noticed a recent rush of marketing emails offering fall discounts, Halloween sales, or product announcements just in time for Thanksgiving. This is no surprise – the end of summer signals the start of retail’s most important quarter, and retailers are ramping up their email marketing in preparation for the Q4 rush.
With so many marketing messages arriving in our inboxes, what makes some emails stand out amidst all the noise? In today’s blog post, we’ve picked 5 great fall emails from major retailers that offer some insights on how your company can write more attractive and compelling email marketing messages.
Let’s consider this paradox: in a 2012 survey by Econsultancy and Google, only 14% of marketers believed that last-click attribution was a “very effective” process of revenue attribution – yet the same survey revealed that more than half of them continue to rely on it for their day-to-day reporting.
Today, customers are likely to make multiple touch-points with your business before making a purchase, from email newsletters to web searches to customer service requests. Basic models such as first- or last-click attribution can only tell you part of the customer journey, and ultimately contributes to an inefficient use of marketing spend. As the former U.S. Postmaster General John Wannamaker once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Clearly, there is a wealth of data from e-mail, web, and other sources that can provide a better picture of the digital customer than a simple last-click analysis reveals.
Today, we are launching a new white paper, Big Data for Marketing Attribution, that offers a new way for companies to track marketing conversions and revenue attribution. By using data analytics to generate a full picture of every customer, companies can analyze each individual’s buying journey over the span of weeks and months, from which e-mail newsletters they opened to how many times they browsed a product page. By adopting a data-driven attribution approach, companies can begin to discover important trends, patterns, and actions that will inform how sales conversions should be attributed, and ultimately drive their sales.
To learn more, get your copy of the whitepaper today!