Converting a one-time buyer into a repeat customer is the single most effective way for many businesses to grow, and one of the best ways to do this is by offering a personalized customer experience. With the virtually limitless shopping options consumers have in the palms of their hands, retailers can differentiate themselves from competitors by tailoring their marketing to the individual customer. Targeted email and web marketing are highly effective retention tools provided the underlying data is available.
The further you want to get, the deeper you need to delve into the data. Many marketers are aware of the data available, but can’t take advantage of it as they don’t have the tools to connect up their silos of data. The good news is there are ways to easily connect up your data pools, even if you don’t have a big budget for a data integration project.
So let’s look at which types of data you can use to personalize your marketing and where to find it.