Customer Journey, Marketing

Customer activity maps: predicting and preempting customer activity

by Wojciech Gryc on November 19, 2013

Picture this: Julie, a website visitor, decides to send a customer service e-mail. Given her browsing history, tone in her e-mail, and mailing list subscriptions, you know she is 70% likely to make a big purchase before the holidays. Her e-mail is routed to your best support agent – to provide support, and ultimately make a sale.

It might sound too good to be true, but if your company is collecting data about your customers, it’s not far from reality. Every day, your customers are making decisions on which emails to read, products to buy, and pages to visit. If you’ve centralized this data, you can predict which of those actions matter, and just how likely they are to make other decisions.

Read More

Customer Journey, Marketing

Building Customer Profiles Through Purchases, Emails, and Web Activity – A Fashion Store Case Study

by Wojciech Gryc on October 7, 2013

Building Customer Profiles Through Purchases, Emails, and Web Activity – A Fashion Store Case Study

If you run an online store, you likely know about the importance of analytics and tracking your web visitors. Unfortunately, most tools today provide a high level, aggregated view of your visitors. These tools tell you how many individuals visited each page, but it is often impossible to tell what each individual did and how this relates to their purchases. Getting a complete 360-degree view of each customer will help you optimize your marketing campaigns and drive better results. You can view your customers’ purchases and email activities alongside website visits in the Canopy Labs customer profiles. – here’s how.

Customer Profiles for a Men’s Fashion Retailer

To illustrate the power of such customer profiling, we show you an example from am online men’s fashion retailer.

Read More

Customer Journey, Marketing

Elements of a 360 Degree Customer View

by Wojciech Gryc on May 16, 2013

Elements of a 360 Degree Customer View

Marketers, sales teams, and IT professionals often talk about the importance of having a unified 360-degree customer view. This is important because it provides your entire company with full customer profiles all in one place — imagine being able to log in and see a Facebook-like timeline of how individuals interact with and buy from your company.

From a customer data perspective, you can only make accurate decisions about customer offers, market segmentation, and other campaigns when you have access to such a view. These views are often the responsibility of IT teams, as they centralize data to make such a view possible. However, they are ultimately used by sales and marketing teams without much technical knowledge. With that in mind, a 360 customer view needs to be tailored to the needs of your sales team – in other words, the view needs to be visual, easy to use, and focused on actually generating sales or improving customer service.

Read More

Stay Informed!

Get free resources, sales advice and news delivered right to your inbox.