The right message at the right time thanks to a DMP
By Jelmer Pepping
How do you use all information from your customer to reach him with a relevant message in every phase of the customer journey? Label and labelprinter supplier Zolemba uses the available data with more efficiency. This resulted in a conversion increase of 28 percent.
As a marketer you prefer to offer relevant content, tailored to the phase of customer journey, to every customer. Being relevant increases conversion. In practice, however, data from (potential) customers are collected in different ways throughout a company. For example via e-mail, visitor behavior on the website, social media, and the e-commerce platform. The average organization uses approximately five or six marketing tools. For instance, WordPress, Google Adwords, Google Analytics, Copernica, and so on.
In order to gain good insights of customer needs and their phase in the customer journey, you should link all this data. Data Management Platforms (DMPs) are developed for this purpose. These software solutions integrate past and current data of each customer. A DMP links channels, adds external data and finds correlations between sources. That data is used to create a 360-degree customer profile per individu.
A DMP is brings data together, but you can go one step further. You can make predictions based on those profiles (predictive marketing). Machine learning gives a clearer view on who this individual customer is and helps you make better predictions. Accordingly, you can send the customer a specific message that will help them at that moment.
Internal and external data
Via algorithms, the behavior of potential customers is analyzed. “Did they visit the website before, which orders did they do in the past?” This data is combined with external data, such as demographic data or weather forecasts. Having this data, you can accurately determine the kind of customer and where they are in the customer journey. Next to this you can make predictions of the customers interests, and which content you can best offer at that moment.
Companies try to fill every part of the customer journey with appropriate content. For example, in the exploratory phase, you show inspiring information, whereas in the comparison phase, you use product recommendations. In the decision phase persuasion focused content is used, but in the evaluation phase involvement and reactivation is more important.
A nice example of a company that makes smart use of data is Zolemba, a label producer. The offer on the Zolemba website is huge – for production labels alone, there are 1,300 different types. This makes it a challenge for customers to pick the label that is most suitable for the printer type they have.
In order to help a customer in every phase of the customer journey Zolemba uses all customer data collected through various tools. They use tools such as Google Analytics, Adwords, their own e-commerce platform, email software Copernica, Facebook, and Trustpilot. This information is linked and stored in a DMP, where external data is added.
Then a 360-degree customer profile is created per unique user. “Customer X has liked your page on Facebook and bought a Dymo LabelWriter printer. He viewed an advertisement for label printers and subscribed to your newsletter. Next to this he always orderes more labels when weather predictions are good.” The longer Zolemba works with the DMP, the smarter it becomes. The platform gets more specific in determining the phase of the customer journey and which content needs to be shown that specific moment.
Message tuning = higher conversion
Zolemba uses the customer profile to predict behavior. They use it to let each coustomer go through their own customer journey. Marketing messages are sent automatically and it is even possible to use the persuasion principles (of Cialdini) in a message (scarcity, authority, social proof, etc.). All this to realize the best chance of conversion.
By also choosing the best contact moment – “This customer is best approached via email marketing on Monday evening after 7 pm.” – so the customer is approached at the right time via the right channel with the right content. Zolemba can now predict when the customer probably needs new labels. And they can send a reminder at the best time, via the right channel, for that customer to re-order.
With A / B testing Zolemba shows that the conversion has increased by 28 percent using a DMP. The average order value rised significantly as well. Ultimately, using a DMP led to a good increase in turnover.