(That you probably hadn’t thought of)
Every single use case marketers deploy with a customer data platform like BlueConic involves the unification and activation of data and you can measure all of them with efficiency and/or monetization metrics. But that’s a pretty broad brush to paint with. We’re coming at you with twelve ideas for how to use your CDP – right out of the gate or in addition to what you’re already doing.
- Content testing
How often have you heard the cry about marrying the “art and science” of marketing? Sounds great, you say, but how? Use your CDP! Have some new messaging you want to test out? Or imagery? Use the testing and optimization built into the platform to run some simple tests on your website or a landing page to see how that content performs – as measured by engagement, sentiment, or conversions.
- Segmenting acquisition messages
“Mass media” doesn’t have to mean that you send the same media to the masses. Not anymore, that is. Link up your CDP with your adtech, directly to Facebook or Google, to a DMP, or to other ad partners, so that you can send segments of your highest value customers (for example) to base look-alike modeling on and to match the right messages to those audiences. Spray-and-pray is so out of style.
Data collected in customer surveys a treasure trove of valuable insight but, in most companies, it typically represents another data silo that isn’t linked up with other repositories of customer data. You don’t have to be most companies: store survey responses as attributes in the individual’s profile and link it up with any and all other data in that profile. Suddenly, you’ll have a real time view of, for example, Net Promoters who live in the Northeast who have made a purchase in the last 7 days, or measure the impact certain ads have on brand awareness and sentiment.
Originally designed in partnership with our biggest publishing clients to improve their paywall experience and performance, the functionality behind metering can be applied well beyond simply capping access after reading a certain number of articles. What about gamifying a shopping experience and unlocking loyalty points or rewards? Or combining content recommendations with the meter to suggest a piece of just-for-you reading material? The possibilities are myriad!
- Bid optimization
Every year, as digital ad spend grows, we can expect to see two things: research about what percentage of budgets are dedicated to digital media, and what percentage of those budgets are wasted because of bad targeting (nevermind fraud and bots). Follow Franklin Sports’ lead: they optimize their bids on high value customer segments by sending them from BlueConic to AdWords, a real-time, dynamic bridge between web and ad platform, that’s allowed them to decrease customer acquisition costs by 14% and improve return-on-ad-spend (ROAS) by 34%. And that’s just so far.
- Web behavior to personalize email
Though the ways our customers use BlueConic vary, the vast majority take advantage of the ability to link the email and web channels more tightly. This ranges from lead gen programs that use personalization to improve email capture rates, to connecting an ESP to BlueConic and recognizing visitors on the site or mobile app. The Boston Globe Media Group was an early adopter of BlueConic and many of their use cases over the years have involved email. Most recently, BGM tripled email open rates sent based on site activity passed over the BlueConic connection with Salesforce Marketing Cloud.
Learn more: https://www.blueconic.com/blog/esp-integration/
- Recommendations algorithm optimization
Honest-to-goodness 1:1 content/product recommendations come out of the box around here. Which is awesome; they provide another way to activate the data and improve metrics like time spent on site, pages viewed, and cart-size. But unlike a lot of machine learning products that have black-boxed their algorithms, we expose ours in a marketer friendly UI so you can test and tweak as you see fit (or just let the math do its thing; your call).
- Social retargeting
Facebook raked in almost $27 billion in ad dollars last year. Twitter is far behind its social media kin, but between 2012 and 2016, still grew ad revenues more than 700%. Why? Particularly in Facebook’s case, eyeballs plus data to target said eyeballs. As valuable as the so-called social graph is, however, most marketers have an untapped resource in data about their own universe of prospects and customers that they could use to greater effect – particularly in social. Whether you send data about your 1st party audience via Pixel, client-side connection, or server-to-server Custom Audiences integration, your social ad spend just got so many likes.
- Audience discovery
Whenever we talk about segmentation and getting deeper familiarity with the people who engage with your brand, Julie Andrews singing “Getting to Know You” in The King and I starts playing in our heads. Anyway, BlueConic’s real-time segmentation is interesting for a lot of reasons, not least of which is the ability to create segments of any size, small or large. The micro-segments are often the most compelling, revealing high-value but untapped cohorts. Randall Reilly’s marketers are masters of segmentation, unearthing a profitable and totally unique group of professionals in their vast audience data that they created a unique newsletter for and saw a return on within months.
- Funnel interventions
Assuming you have any kind of conversion on your website or in your app (email submission, demo request, purchase, etc.), a funnel is a useful insight to set up to show how many total people, as well as the percentage of a group, move through one stage of that funnel to the next. Cool. But cooler – and more valuable – is the ability to click into a funnel step and create a segment of folks who didn’t abandon and/or an “intervention” right then and there: a marketing treatment to encourage someone, directly or indirectly, to return to the funnel. Interventions can include: prefilling forms to reduce effort if you see drop off at a form-related step; exit intent interactions to prevent abandonment; a redirect to any abandoners if they return to the site; or retargeting abandoners with Google or Facebook.
- GDPR compliance
Arguably the hottest topic in marketing right now is a security and privacy concern: the May 2018 arrival of the General Data Protection Regulation (GDPR) and its sweeping implications for data collection. This is a complex set of imperatives with high penalties for non-compliance. Marketers in particular need to have an answer to how you’ll address consent management, data portability, right to erasure, and right to rectification. Let your CDP help (especially one like ours with deep EU roots J)
- Recognition ratio
What is the value of known or identifiable person to your business? While to different marketers, that value may be measured in terms of how much an email address is worth, while to some others, it may be calculated relative to their lifetime value or by addressability. Plus, while estimates range, for most companies well over 90% of the audience engaging with them is doing so anonymously. BlueConic is introducing a new metric in 2018 called ‘recognition ratio,’ which is the percentage of your engaged audience that is known by one or more unique identifiers. We’re already calculating this for our overall customer base – also by industry and by company size – to provide benchmarks and trends over time. Keep an eye out on the blog for more on the recognition ratio!