[Editor’s note: Dani Cushion, CMO of Cardlytics, was a speaker at RampUp 2017. We invited her to share her thoughts on data and seasonal marketing trends.]
We’ve officially left the winter holiday shopping season, but there are plenty of key consumer-spending seasons coming up, including moms/dads/grads and back-to-school. These high-spend periods can have a big impact on a company’s financial performance, making it critical for marketers to reach real, high-intent consumers, and, good data is the key to elevating your marketing efforts. Below are four key seasonal marketing tips for data-driven marketing campaign success this year.
Put your customer at the center of your approach
Your business strategies should not be developed until you have gone through all of your first-party data to understand your customers. How do they shop with you? When do they shop with you? How much do they spend? Your seasonal marketing campaigns should always start with what you know about what your customers are doing. Then you can augment that knowledge with additional insights to help paint the full picture.
Know how they shop with everyone else
As marketers, we all aim to truly understand our customers, and our CRM systems help us know the ins and outs of how consumers spend with us. Even with all of that knowledge, we still have a blind spot when it comes to seeing how our customers spend when they walk out of our doors or click away to another site. A customer who you think is loyal could very well be just a heavy category spender. To truly understand your customer, it’s imperative to know how they shop when they aren’t shopping with your brand, so you can truly identify headroom.
Reach consumers most likely to shop with you
One of the best ways marketers can tell what consumers will spend their money on in the future is to see what they’ve spent their money on in the past. We call these insights Purchasegraphics, and they’re a powerful tool for creating successful seasonal marketing campaigns because they ensure you are segmenting and reaching the right people at the right time. After all, two 30-year-old women, each with two kids, can have completely different purchase behaviors. Woman A orders takeout for her family three times a week while woman B mostly cooks at home and only orders takeout once a month. They may have the same demographics, but to be effective, marketers need to talk to them differently.
Measure the bottom-line impact
There is no correlation between someone clicking on an ad and actual in-store or online spend. It’s imperative to leverage actual purchase insights to demonstrate how your campaigns really moved the needle.
By properly using these four data driven marketing campaign tips you will make your seasonal marketing efforts more relevant and measurable, you can optimize your performance and decrease media waste for a very fruitful year.
Dani Cushion was a speaker at RampUp 2017. Watch her in the panel, Relying on Good Data to Make Smart Decisions, below.