Month: June 2019

Life Events Can Drive Marketing

Personalization is the key to marketing today. The more personal your campaign is the more likely it is to reach the emotions of your consumer. And emotions drive sales.

One of the best ways to personalize a campaign is to use life events. So how do you go beyond birthday when marketing to your customer base?

The key to life events is a good profile of your customer base. You need to make sure your data is clean and has been through Identity Resolution before appending consumer data. Clean data brings back the importance of Identity Resolution. If you have clean and unified data, you will be able to append consumer data with much more accuracy.

Once a customer database has been through Identity Resolution, a good profile will include important dates for each customer. For example you will find wedding anniversary, children’s birthdates, retired date, home purchase date, and more. This kind of data can personalize a campaign on a whole new level.

How can these dates help your marketing strategy? You can use life events to trigger campaigns. So if you are a jewelry store, why not send campaigns based on wedding anniversary? Or if you are a home and garden shop, what better time to send something than the home purchase data anniversary?

Being creative in your campaigns will only boost sales. Don’t discount data that might seem small and inconsequential. It might just be your next best campaign.

An In-Depth View into Pinning

Identity resolution, also known as Pinning, is a data management process through which an identity is searched and analyzed between disparate data sets and databases to find a match and/or resolve identities. Identity resolution enables an organization to analyze a particular individual’s or entity’s identity based on its available data records and attributes.

When an individual or company is searched through an identity resolution solution, a series of algorithms, probability, and scoring is applied to find and determine any associated records. For example, an enterprise might have more than one person named John Smith. However, through identity resolution, this individual’s other data attributes such as telephone number, address and email can help differentiate all of these individuals or detect matches.

Each entity run through our system is assigned a unique company ID, unique person ID, and a unique address ID for consistency, segmentation, and reportability of the marketing database.

Why is this important? The obvious reason is to remove duplicates. This is particularly important when you are sending out a print campaign. The cost of a print campaign can be drastically reduced if a large portion of duplicates have been removed. Pinning can be done at an individual level and a household level ensuring that only one copy of your print ends up in a household.

Another reason Identity Resolution is important is to better understand your customers. Check out this article written for our blog for a more in-depth view of that.

But is it really that important to remove duplicates when sending out an email campaign? Yes it is. The opportunity cost of lost emails through spam reports and unsubscribes is definitely to be considered here.

As you consider all of these things, there is one important thing to remember. Bad data leads to bad results. Increase your effectiveness and your ROI with proper Pinning.

Millennial Target Market

Proper market segmentation can lead to more effective ROI. Determining which particular segments to market towards is always the trick. The current trend is to target the millennial generation.

The millennial generation is the current largest segment of the United States population. Therefore it must be the best target market. But is it really?

This particular article is fascinating as to why it might not be the most effective marketing strategy.

Take a look.

https://www.adweek.com/brand-marketing/why-targeting-millennial-consumers-might-not-be-such-a-hot-idea-after-all/