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Get ready – Black Friday is almost here. Are you sure you’ve checked off every holiday preparation on your list?
If you’re a retailer, the holidays will bring a surge of traffic to your site. Loyal customers who you see regularly throughout the year will be joined by infrequent visitors and new customers who are looking for gift inspiration. Promotional offers, pre-shopping trip planning and holiday gift guides lure many regular store customers to check out your desktop and mobile sites. It’s no surprise then that retailers see significant surges in customer data – one study estimates the jump at over 70% – during the holidays.
Driving sales conversion and measuring the impact of this traffic on your overall business is undoubtedly your first concern. But peak traffic times also set the stage for peak log-in and registration rates, enabling you the opportunity to grow your customer database. Activating your customer data enables you to refine your audience targeting and deliver more personalized brand experiences which in turn can improve your sales ROI and brand loyalty.
Marketers who take a campaign-based approach to customer data, by utilizing a DSP or retargeter for behavioral-based data, face limitations in the life expectancy of their data. Whether they mean to or not, they are trapping that data with one vendor instead of enabling a holistic view of the customer across partners. And in a matter of days or weeks, cookie-based date will expire or be deleted.
Utilizing a DMP or onboarder to activate your existing CRM or customer database limits your ability to be reactive to customers “in-real time” as they join your pool of active customers. In addition, renting these vendors’ identity graphs constrains your ability to transparently grow your brand’s own customer recognition asset.
A smarter approach is to leverage your peak, holiday traffic periods to capture customer data for enriching your identity graph and customer addressability. With the right technology in place, you can harness and use all that valuable data to scale identity resolution and create persistent customer profiles that are robust and long-lasting. Here are four tips for success:
During the holidays, think about the influx of customer data via your digital properties as the best gift a marketer can receive. And even better, it’s a gift that keeps on giving.
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