How marketers can use data technology creatively

“Follow your own lamp”. This famous quotation from Buddha is as pertinent in today’s marketing world as it was in India in the 5th Century BCE.

We marketers get so much advice about how to go about our marketing from companies like the distinguished McKinsey down to blogs on LinkedIn that we need at times to take a step sideways and consider what our own lamp is telling us.

My personal experience from being at the receiving end of marketing communications is that thousands of them often merge into a uniform blur, with very little to take away at the end.

This has been caused by so many marketers not following their own lamps, but rather slavishly following the paths that have been specified for them by the great marketing consensus.

So how can marketers follow their own lamp and use data technology creatively?

One of our clients called Muck Munchers sells bacteria that you can put down your loo if you want to keep a clean flowing septic tank. They have never failed to ‘follow their own lamp’, and their business is growing at an admirable rate.

creative marketing by muck munchers

Read their whole quirky blog here: Muck Munchers Blog

A large part of a marketer’s individuality must certainly be expressed by the creativity they put into their advertising content. However we should not forget that there is also room for considerable creativity in the way we use our technology.

Let me provide a few examples:

– Customers like to be recognised for what they really are, rather than what they have done in the last five seconds on your website; so a dormant customer who after a long absence suddenly appears would be delighted by a ‘welcome back Mr Smith, and we have been saving something special for you’.

– A small amount of customer analysis can tell us who is and who is not a bargain hunter, so why not restrict your sales catalogues to those who are, and leave the rest to carry on happily paying the full price?

– Customers can be frustrated by going right through your website to find the one item they want, only to be told that it’s out of stock; so browsers who leave your website soon after finding this out will be delighted by an email telling them that if it’s not too late the item is now available.

– And there are triggers when it comes to automating communications. Think garden center; the original purchase of a plant could be followed up by plants that go well with the original purchase with weeding tools, with pest control and even with appropriate winter plant protection.

So please do keep your own lamp lit, and don’t feel the need to follow the herd!

And do come and talk to us if you want to discuss how to use marketing technology creatively.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Are you losing customers to your competitors?

Are you leaving the competition an open door through which they can capture your best customers? Most organisations will protest that they are not losing customers to competitors, but a sizeable proportion of these will be wrong!

The reason is the gap that often exists between how customers expect that they should be treated, and the reality of what actually happens.

5 examples why we think some organisations are losing customers to their competition

  1. We know of one company that sends its entire customer file an identical email a hundred times a year
  2. A second company takes at least a month between recruiting a new customer and sending them a welcome catalogue
  3. Whilst a third company gives up on customers who have not been active in the last two years
  4. And a fourth can’t distinguish between a currently dormant but previously valuable customer who is browsing on their website, and an unknown punter
  5. Finally, a fifth company doesn’t understand the longer-term value provided by customers from different recruitment channels

To start to put things right we usually find that all areas of the organisation that have responsibility for some aspect or another of looking after customers need to put their hands up, and agree that things are not going as well as they might.

At this point, with luck, a consensus will start to emerge that something needs to be done to fix the problem; this will usually involve introducing some kind of technology that takes a holistic view of customers and how they are interacting with you.

 

Discover UniFida for Free

If you feel the need to mobilise your organisation in this direction and make it properly customer-centric, then we are here to help. For a start we can offer you a choice of three complimentary services to help you better understand your requirements and explore the benefits of using CDP technology.

  1. Data duplication testing: Identify how many duplicate customer records you have. Understand the impact of wasted spend on marketing.
  2. Suppressions run report: Identify and suppress individuals who have moved away or deceased.
  3. Business casing exercise: Identify and develop use cases and financial evaluation. See the opportunities and map out the ROI prior to any commitment.

Contact us to find out more about our free services and how UniFida’s Customer Data Platform could add value to your business.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


What is the biggest reason firms want to comply with GDPR?

The results from a 2018 survey by TrustArc to over 600 UK and US companies revealed that firms want to comply with GDPR to meet customer expectations, and not, as many thought, the fear of legal action. See the full July 2018 survey here.

Focussing on customer expectations, what we suspect customers actually want is a simple way to access the data that companies hold on them. Check and adjust their consents, and if necessary exercise the right to be forgotten.

If you can give customers this option by using a simple click through from your website, you will be taking the lead in this important aspect of the customer experience.

And it is with this in mind that we have built this capability into UniFida, our cloud-based customer data platform technology. So when we are connected to your website and customers have authenticated themselves, they can self-serve all the necessary GDPR functionality.

It’s not magic, it’s just technology!


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.