When Facebook announced it was overcounting clicks and conversions on its video carousal ads, this wasn’t the first time this sort of issue had been announced. These sorts of errors and bugs occur across all advertising platforms. Worse still, data collection across advertising tools varies in quality and type of data, which leads to further reporting challenges.
Over the last few weeks, Canopy Labs has interviewed a number of attribution experts to understand how they deal with the challenges of incorrect data, bias in ad networks, and discrepancies in reporting. This is a big problem: many advertising budgets are higher than marketing budgets. Without knowing which channels actually drive acquisition, conversions, and customer growth, it’s impossible to drive the right marketing mix… You can’t make the right decisions with the wrong data.Read More
Canopy Labs has now worked with over 400 companies that are interested in optimizing their customer journeys. During our five years working in this space, we have seen numerous varieties of skill sets, data sets, and capabilities.
The Status Quo
In a business environment where the only constant is change, whether it be from consumers or providers, companies need to be able to pinpoint problems with their customer experience and position accordingly. Yes, there are a plethora of tools and resources out there that help businesses improve aspects of their customer experience; however, the tricky part is selecting these tools wisely. One common challenge is maintaining a narrow and focused scope of action that fits your company’s strategic needs. To overcome this challenge, you first need to assess and understand your company’s position on the CX spectrum, similar to a data-based SWOT analysis. You can then leverage your knowledge of your customer experience maturity to correctly approach improving the customer journey for current and prospective customers.Read More
Companies are investing heavily in customer data hubs and integration strategies to build a full, 360-degree view of every customer. At the same time, marketing clouds are becoming more connected, enabling marketers to orchestrate their customers’ experiences in one place, across all channels.
However, as marketers work to map more complex and in-depth customer journeys, they tend to discover a scaling issue with these approaches: the more experiences, sub-segments, and models you optimize for, the more complex the entire orchestration process becomes. Ironically, this can lead to more manual work, where marketers need to create new content and copy, and manually run more campaigns. What marketers need is a solution that can automate the thousands of decisions around a customer’s journey, the experience they should be exposed to, and the content that enables this experience.Read More
We’re excited to announce that Canopy Labs now offers direct integration with the PrestaShop platform – allowing PrestaShop merchants in over 200 countries to start delivering 1:1 marketing experiences to its customers, and drive increased revenue through predictive email marketing, website personalization, and more.
More than 250,000 merchants use PrestaShop to power their eCommerce stores – and as customers of many of these businesses ourselves, we’ve been eagerly waiting to offer compelling products to this diverse community of merchants.Read More
At Canopy Labs, our aim is to help businesses better understand the complex journeys that their customers go through before making a purchase decision. The Canopy platform offers several tools that help you understand and optimize your customer journey – but two of the most powerful ones are the Funnels and Reports Builders.
Today, we’re thrilled to share our Introductory Guides to Canopy Labs Funnels and Reports. These step-by-step guides give you a taste for what is possible using these two tools with Canopy Labs and assist you as you explore your data in the customer journey platform.Read More
Canopy Labs is delighted to announce a public case-study detailing our work with leading travel company Kensington Tours. By using data to automatically respond to traveler intent, Canopy Labs helped Kensington earn a 49X return on their investment.
“Working directly with Canopy Labs has enabled us to aggregate customer data, link our marketing channels and connect our agents to travellers who are ready to buy,” says Kathleen Dohey, VP Marketing at Kensington Tours. “We’re driving new sales and serving our customers better as a result.”Read More
Many businesses across a number of industries are attempting to use the data that customers leave behind when they interact with the company, be it online, in-store or both. Even though harnessing this data can provide several organizational benefits, many companies still have not gone beyond collecting and storing their data. It isn’t easy to deal with unstructured data but the benefits are rewarding if you do.
Predictive analytics, a method of applying a predictive model to data, learning from the experience of your organization to start predicting future events, like customer actions, is powerful. Aside from optimizing marketing campaigns, predictive analytics can also help to improve your organizational effectiveness and drive successful business outcomes. Here are five ways you’ll benefit from predictive analytics.Read More
Picture the last time you visited a museum, whether in your city or on a recent vacation. You probably went online to check opening hours, exhibitions, and ticket prices. You arrive at the museum, wait in line to purchase your tickets, spend a few hours viewing the collection, and stop by the museum store on your way out. You might find there’s so much left to see, you join as a member so you can come back again soon.Read More
Canopy Labs is excited to share our latest case study with Well.ca, Canada’s largest online destination for health, wellness, beauty and baby essentials. Canopy is proud to work with Well.ca, which has grown revenue per email by 129% through personalizing its emails with 1:1 product recommendations.
“Partnering with Canopy on 1:1 product recommendations was a natural fit,” says Rebecca McKillen, CEO of Well.ca. “The revenue growth has been impressive, but most importantly, it gives our customers a more personalized and engaging shopping experience.”Read More
At Dermalogica New Zealand, reminding subscribers of individualized promotions increased campaign revenue by 61% and spurred 3 times more revenue per email. Specifically, Dermalogica New Zealand sent subscribers a reminder to use their promotional code from an earlier birthday email – a simple follow-up email based on engagement, which saw surprisingly powerful lift. Consumers are more likely to purchase, and less likely to unsubscribe, when emails are tailored to them. This is why triggered email campaigns like abandoned carts and embedded product recommenders have become such vital drivers of revenue from an email subscriber base. Dermalogica New Zealand offers their subscribers a “$15 off” coupon during their month of birth. These sorts of promotions are increasingly common with B2C retailers, and for good reason: they are low-risk campaigns, easy to automate, and can be created with a relatively low level of investment. Using Canopy Labs, Dermalogica New Zealand was able to generate birthday email reminders campaigns to segments of customers who did not respond to the initial coupon offer. Since the offer expires in two days, a sense of urgency is injected into the subscriber’s purchase decision. The impact on Dermalogica’s promotional campaign is significant. Follow-up campaigns generate 3 times more revenue per email compared to the first email blast, and 4 times that of their other triggered emails! Overall, this has increased Dermalogica’s campaign revenue per email by 33%, with total revenue of their birthday promotion growing by 61%. Promotional offers supplement, rather than replace, existing triggered emails such as abandoned carts, winbacks or replenishment emails, and at Canopy Labs we’d be excited to work with you to build and execute these campaigns. If you’re thinking of implementing a 1:1 promotional campaign, feel free to reach out!Read More