09 Aug Making the most of data
How to make the most of data with Adobe Campaign…
In order to deliver the most relevant messages to your customers, it is important to first understand them. Insights about your customers could include purchase cycles, product or service preferences, web browsing history, or calculated attributes such as propensity or model scores. Harnessing this information correctly can allow you to send the best offer, or the product of most interest, to the customer; ultimately improving marketing effectiveness.
Getting your Data Right
Data can be a daunting prospect, with it often coming from multiple source systems with various degrees of data quality, so it is important to approach it in a structured way. That said, using Adobe Campaign and making the right data available does not have to be a huge project, as a phased approach can deliver incremental gains and improve campaign success.
There are different ways to present data to Adobe Campaign, including:
- Overnight batch loads (perhaps the best approach for larger datasets)
- Real-time connections (this can pull small amounts of data to augment a triggered campaign, or be pushed by an external system)
Where multiple systems connect to Adobe Campaign, it’s important to manage the potential duplication of customer data. Luckily, processes can be easily defined to make sure you always have the full view of customer touch points. Further, as it’s not best practice to store data relating to clicks, opens, URLs, campaign and delivery meta-data, Adobe Campaign can allow for the export of this data to a marketing DataMart; meaning it can be used for broader reporting, and analytical purposes, with your choice of Analytics tool.
Connecting Adobe Campaign to other systems allows information to flow between systems in both directions. Examples of this might include something simple, like configuring the SMS connector, or alternatively a more complicated custom integration with a CMS. Adobe Campaign is a very flexible platform with various “out-of-the-box” integrations. It simply requires configuration, with the framework, allowing for further custom API integrations if desired.
Integrations can also enable omni-channel communications to be managed from a single workflow, including email, direct mail, call centre and SMS. Managing communication through the Adobe Campaign platform ensures the consistency of the message, based on the latest information available about the client.
Automating Campaign activity
Automating campaign activity could take the form of either scheduled campaigns, where campaigns are set up to run on a set date for a period of time, or automated workflows.
Automated campaigns are usually driven by the mapping of customer ‘life-stages’ and the creation of a journey to better engage with them. Two common examples of these sorts of campaigns might be a ‘Welcome Journey’ or a ‘Lapsed Customer Journey’. With the relevant data available in Adobe Campaign, it is reasonably straightforward to setup these campaigns and better engage your customers. A customer would only usually be selected for a welcome campaign once; however, it is important to convert a customer from a one-off purchaser to a regular buyer. Using information about the customer’s first purchase, the customer can be automatically selected within a campaign and progressed until the campaign goal is achieved.
There are various considerations when implementing automated campaigns. It is important to manage contact pressure; when a customer receives too many communications in a short period of time. This could cause disengagement with the brand and ultimately un-subscription. Another important element is to ensure the validity of content you are using in your communications. If you have an offer code that lasts a month, you will need checks in place to update it once it has expired.
Other automated campaigns are triggered via an external event; this might be an abandoned basket in a web based sales process that triggers a follow up email to re-engage the purchaser. With the use of a mobile application, location based information can be used to trigger relevant messages when a user is near or in a store.
In order to best leverage these sorts of campaigns, you must first have in place the correct underlying data in order to understand and engage with the customer.
With the correct data and channels integrated, you can now create highly personalised, relevant communications to better engage with your customers. Using information you have about a customer, you can dynamically alter the imagery, offers or copy within a customer communication. This might be as simple as an email hero image change for each segment in your ‘Welcome Campaign’, or alternatively, it could be a specific product promotion in a weekly newsletter based on previous purchase habits. Dynamic content can be abstracted into reusable blocks, which can be selected in multiple campaigns and deliveries.
Written by Rich Perkins