The latest perspectives on data, sales, and customer success
The future of marketing automation, personalization, and other B2C marketing strategies is top of mind for many marketers today. Consumers are inundated with abandoned cart e-mails, product recommendations, personalized pricing based on their segments, and more. With so many diverse strategies, the “marketing technology stack” is also getting more complex and harder to manage. More and more marketing professionals are asking how personalization is set to change, and how it will affect their day-to-day work. Today, we’re sharing a few insights that help shed light on the future of marketing automation, personalization, and customer analytics.
One of the lesser-known features of the Canopy Labs platform is a RESTful API that enables you to query customer data aggregated from MailChimp, ExactTarget, Magento, Omniture, and whichever platforms we pull data from for your business.
This API enables you to run queries on any of the customer profiles we’ve built, or data sources that we’ve queried. Today, we’ll show you how to get a customer list using the Canopy Labs API and query a specific profile to get a customer’s activities.
One of the most common challenges we come across when talking to businesses is the need for a unified profile of each customer. A 360-degree view of your customers affords you the ability to respond to, and optimize for, each customer’s context and journey. Building this view can come with technical challenges, but the investment often leads to happier customers, more frequent purchases, and ultimately more revenue for your B2C business.
Over the past year, we’ve had the pleasure of working with companies to analyze and optimize over $15 billion in annual revenue. We’ve helped NHL teams sell season tickets, retailers with hundreds of stores personalize customer offers, and travel companies personalize product bundles for every traveller.
In the process, we’ve learned about the incredible importance of the customer journey. Every customer reaches a buying decision in a unique way, and understanding their stage in the buying cycle is critically important to converting them and earning their loyalty. Read more
Marketing automation has become an increasingly critical part of every organization’s digital strategy. From sending post-purchase surveys to abandoned cart emails, customers now expect helpful reminders with timing and content that’s personalized for them. Triggered emails based on certain actions or behaviors are the key to offering personalized and thoughtful customer service without putting more work on the marketer’s plate. What’s more, they represent easy opportunities to generate additional revenue and build brand loyalty in every one of your customer interactions.
Here are six reasons why every business should be sending triggered emails: Read more
Travel is one of the most logistically complex and data-heavy consumer-facing industries in the world. There’s nothing more difficult than optimizing for flight paths and times, finding a hotel, and ensuring you’ve considered a car rental… And this all happens after a consumer decides to make a purchase, which could take several weeks or months. Read more
A common request we hear from our users is, “How do I use 360-degree customer views to generate more accurate or detailed marketing attribution reports?”
Because Canopy Labs’ platform tracks a company’s website activity as well as purchases, subscriptions, or other transactions, we actually enable an extremely versatile way to generate such reports. Today, we’ll show you two examples of marketing attribution using our new platform: one shows how to create a basic attribution funnel, while the second demonstrates how to generate reports for multi-touch and omnichannel marketing strategies.
Basic Attribution Funnel
Over the past few months, we have been working on a completely revamped front-end for the Canopy Labs platform. This includes a fully flexible and customizable funnel analytics query engine. You can select a few actions you want to report on, and we’ll generate customer lists and reports based on everyone who has experienced such a customer journey. Here’s a short video:
Over the past several years, the Canopy Labs team has interacted with a number of financial services companies — in banking and in broader services, such as insurance and management consulting. Our experiences have given us a look into just how similar most analytics capabilities are within these companies, and to think of some opportunities to grow the effectiveness of their models and predictions. With that in mind, we’d like to share a few ideas that have yet to be in widespread use in financial services and represent opportunities for a bank or credit union to differentiate themselves. Here are three growing opportunities in analytics for financial services.
According to Econsultancy, 94% of businesses now recognize that personalization is “critical to their current and future success”. Here at Canopy, we’re excited to hear the idea of personalization being embraced by more and more businesses. But what exactly do most marketers mean when they talk about implementing personalization – and is it going far enough to achieve their business goals? Read more