CDP series: Data Collection & Profile Unification

Data Collection #2

If the heart of the Marketing Cloud is a Customer Data Platform (CDP), the heart of a CDP is the data. And when it comes to customer engagement projects, the data in question is customer data, in all its forms:

  • Simple or elaborate.
  • Narrative or predictive.
  • Demographic or behavioral.
  • Contextual.

Data enables knowledge. Getting to know customers more deeply – by linking information with the context in which it is given – allows brands to implement personalized and effective marketing strategies, both in terms of customer relations and business… and much, much more.

Data collection & profile unification

Here is the second article in the series dedicated to CDP, in which we take a look at the first aspect that characterizes a customer data platform solution: The creation of a single profile for each contact… one which integrates all the information about individual customers in a single point, and then makes it available in real-time to all the company systems that require it.

Data collection & profile unification can be summarized in three fundamental features:

  1. Simple and quick data collection from multiple independent sources.
  2. The organization of data in the optimum way, and according to the needs of marketeers.
  3. The management of anonymous – navigation – events for a limited period.

Once the unique profile is created – a 360° customer profile – we must then add two other essential factors: Updates and enrichment, and the availability to activate as part of planned automations. We will see them in action in the following sections.

The integration of data sources

The way in which data is collected, organized and integrated has changed, for reasons of efficiency, time and cost.

We are moving:

  • From an ad hoc integration of each data source and application, with profiles and events spread throughout the ecosystem, to:
  • A real-time integration through APIs and plug-ins into a single profile.

 

Integration

Let’s try, for example, to put ourselves in the shoes of a company that needs to build automated journeys, where the path that each contact will take depends on their characteristics, behavior and actions, or lack of them… or on the activities that the brand will undertake.

Let’s imagine this brand has more than one system that manages customer data, and everyone involved works by caring only for their own areas of interest. Invoicing, dispatch and shipment, e-commerce, transactions in-store… not to mention, for example, personal data and consents, call center activities, newsletters and various forms, marketing communication campaigns and so on.

We can immediately see that each of these systems uses and stores valuable customer information. Details that are essential to the success of journeys. Only constant and continuous sharing with other systems allows a complete knowledge of all data.

And sometimes, even sharing is not enough. Technology is needed that is capable of managing:

  • The sharing of data distributed in separate, apparently independent silos.
  • This huge amount of data, organizing it to result in a single identity for each customer.

Once a key for matching individual customers has been identified, the multiple profiles of a single contact that are present in various systems – as if they were different people – are brought together in a single point, then enriched and reused in real-time, by the systems themselves.

Let’s follow the steps by going back to the three features of Data Collection & Profile Unification.

 

Organize the data

Decide the data format, its structure and aggregation.

  • We identify the properties that make up a customer’s profile.
  • We draw up the list of enabled events to assign to the customer.
  • We customize the rules and priorities with which to aggregate multiple profiles, to bring them back to a single integrated one.
  • We define the logical containers with which to organize the data.
  • We enable data sources to write and/or read data.

Collect the data

Decide the most appropriate way to collect data, depending on the systems that have to interface with each other. We can leverage:

  • A rich set of APIs to collect demographic data and events, from every type of application and/or technology.
  • Client ad hoc developments, thanks to a range of SDKs covering the most common programming languages for servers, mobile environments and the web.
  • JavaScript to use directly in a website.
  • Third party focused plug-ins to facilitate integration and reduce costs.

Reconcile the data

In addition to managing data associated with recognized customers, we also save anonymous events while waiting the customer to be recognized. We then associate them with the correct profile through a process called automatic reconciliation, when the customer identifies themselves through, for example, registering or signing in.

 

The benefits of automatic integration

Any action performed by a contact generates data. Every interaction they have with brands, translates into a growing and distributed mosaic of information. The Marketing Cloud allows you to transform all that data into knowledge, thanks to:

  • A single customer view with profiles updated in real-time.
  • Data available in one place that is immediately actionable.
  • Reduced data processing time and increased speed in retrieving information.
  • Reduced integration and management costs.
  • Reconciliation of anonymous events at a later stage.
  • Compliance with legislation such as GDPR.

Resulting in personalized customer engagement activities with a significant and very positive business impact.

And now?

Contact us to discover the combination of a Customer Data Platform and Professional Services that are capable of supporting you throughout the adoption process. Offer your company the opportunity to have something extra and very special!

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Contactlab for Eataly: an all-Italian love

Eataly

A single, individual customer view, RFM and Marketing Automation: The customer engagement project in the Marketing Cloud

 

 

“Thanks to Contactlab, we have built a customer engagement project so that no matter how people come into contact with the Eataly world, they are pampered, engaged and encouraged to return to our point of sale, and even feel like co-producers of our store offerings. Through preparatory work, cleaning, knowledge and in-depth analysis of the contacts and data at our disposal, we have laid the firm foundations of a long-term project, based on increasingly refined marketing engagement actions, which are capable at the same time, of generating a significant return on investment.”

Francesca Romani
Marketing & Communications Manager, Eataly

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When the UX determines the success of a platform

Recently, Forrester research showed that 4 out of 5 people were dissatisfied with the user experience that brands offer them.

UX

We at Contactlab, however, have always had the aim of giving our customers the best interaction experience possible while using the Marketing Cloud.
With this in mind, our commitment to the design and re-design of the platform was born… and continues today.

 

Why ‘Design‘?

Because it is the first thing the user interacts with, when accessing the platform.
Design plays a predominant role in creating a perfect user experience. It must blend in seamlessly both with the information architecture and the overall UX appearance. In fact, it is now considered by many to be fundamental in determining the success of an application or site.

As a result, our experts have been devoting their efforts and energy to creating a new UI for some time now – the first version of which is already available to all Marketing Cloud users. Now, we have decided to share some articles with you, to explore the background of the Contactlab UI, how we worked and are continuing to work in this direction.

Let’s start with the Empty State

This is one of the most exciting features of the new UI. We thought about a user-friendly and simplified journey through the platform. Navigation supported by images, themed illustrations and dedicated messages, to let users know what is happening and manage their adventure within the Marketing Cloud. The empty states help us do this.

Some visual forms can fascinate while not always being fully comprehensible, but the navigation interfaces cannot afford this luxury. When we talk about a beautiful digital platform, we must mean that it is immediately understandable, and not just some animated icon.

So, first of all we focused our attention on the use of the empty state – literally an empty state – those screens that, for one reason or another, do not return results to the user.

 

CDP series #1

General principles

Empty states play an important role in the use of digital products and are extremely versatile. They enable the user to receive accurate and specific suggestions, in the context in which they are shown. This always makes them feel guided and never abandoned to navigate alone.

Some of the goals we agreed when deciding to use them, are:

  • Educate people how to use the application. The easiest way to do this, is to always treat empty states as if someone is seeing them for the first time.
  • Arouse the curiosity of users. You need to create a strong first impression to make people curious. A fresh, personal message that makes someone smile, while dampening any potential negative impact of missing data.
  • Convey – that is, the ability to encourage users, and drive them to perform specific actions, or guide them.

 

The anatomy of an empty state

To be effective, an empty state must include a title, a supporting text and an action. If there is also an illustration to surprise the user, perhaps by focusing on humor or satire, then it would be a strong accompaniment to the text elements. So that’s what we did.

Below is a set of rules for each component, which ensure their correct use:

 

The illustration

UI#2The illustration is the first visible element of the empty state. As a result, we use it to support the rest of the content.

We think it is useful to perform an action and we prefer humor to reduce the negative impact of the lack of content, which the user expects to find.

However, we discourage an illustration in the empty state, if there are others in the same section.

The title

UI#3The title and the illustration are the elements that we usually place in the header of the empty state.

The general rules for correct use are:

  • Clarity and conciseness.
  • Any punctuation mark but a period at the end of the sentence should be avoided.
  • The first letter of the sentence must be capitalized, the rest should be lowercase.

The supporting text

UI#4The supporting text is the body of the empty state and we prefer:

  • To use it to extend what has been conveyed by the title, using a simple and brief description.
  • To use an informal and conversational tone, without being technical.

The action

UI#5The action that we usually prefer, enables a user to activate a new feature, or to be guided through a given flow, when necessary.

It must be clear and predictable. Our user must always be able to infer the consequences of the action, and the result of the action must meet expectations.

 

Now…

It is clear that the empty states are one of the first things to consider in the re-design of the Marketing Cloud. In addition to their natural role as navigation facilitators, they help to reinforce something every platform should have, and that we too aim to achieve: A unique and clear identity, shared by every element. When anyone sees a screen, they must recognize it immediately, and know how to interact.

But the empty states are just the beginning. In the coming articles, there are other insights into why the new UI was designed and implemented as you see it today. Interesting ideas for creating a successful user interface. And a successful UI means better user experiences and, as a result, satisfied customers… with the inevitable and very positive implications for your business.

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A Customer Data Platform you can rely on…

CDP series #1

A new series, just for you

Today, we’ll start with a series of articles that will reveal the heart ❤ of the Marketing Cloud: The Customer Data Platform by Contactlab. A comprehensive set of features that provides all the tools you need to get to know your customers, discover their behavior and communicate with them through tailor-made activities – all while guaranteeing compliance with GDPR legislation.

A platform that results in Contactlab being among the main vendors in Gartner‘s first CDP market guide, and to be the only Italian company recognized by the CDP Institute.

 

Why a CDP?

A single, 360° view of every customer is the dream of all brands. A single point of unique, individual and integrated profiles, where you can find the whole story – the past, the present and why not? the future – ready to apply immediately.

 

  • Demographic data.
  • Transactional data related to online and in-store purchases.
  • Website browsing history.
  • Event data such as clicks, downloads, abandoned carts and similar.
  • Data on support requests.
  • Predictive behavioral data.

 

We hear a lot about it… Data and data management – the basis of customer datais the foundation of successful marketing activities.

By knowing your client in depth, you can build and implement marketing strategies that are personalized, automated and differentiated for each individual customer.

That is why we need a Customer Data Platform… A solution that can:

 

Ecosystem1. COLLECT DATA and UNIFY PROFILES… Collect data that is distributed on different systems and contact channels, then integrate them in unique, individual profiles, updated in real-time and readily accessible.

 

2. ENRICH DATA… Enrich profiles with new information that results from elaborating upon actions and habits, predicting future behavior, thanks to algorithms and Machine Learning techniques.

 

segmentation3. Provide ADVANCED SEGMENTATION… Query all data quickly, without technical skills, to identify dynamic targets and create segments, including historical behavioral data and future forecasts.

 

activation4. Be ACTIVE… Always make the data available to all the company systems that require it, to optimize the customer journey and make unforgettable experiences live.

 

 

 

 

Immediate benefits from using a CDP

The benefits derived from the adoption of a CDP are many, different and varied. Not only to those who deal with marketing, but also those who have to make decisions based on data, deploy such technologies, or work with a brand’s IT. But above all, it is your customers who can make the most of the opportunities, and live the experiences that are purpose-built for them.

  • Personalization of the relationships between brands and customers: The most appropriate content, at the most opportune moment, on the preferred channels.
  • Automatic Customer Journeys: Flows that take shape according to the actions taken, following individual paths.
  • Consistency on all channels: A widespread presence, which always meets the expectations of increasingly demanding customers who are used to moving between a variety of contact channels, both online and offline, during the same purchasing process.
  • Data quality: Unique integration keys to avoid unnecessary duplication, activating new marketing initiatives and making strategic decisions at all company levels, in an ever more conscious way.
  • Resources optimization: Availability of information in real-time, reduction of data collection and management costs, simplicity of integration.
  • Data uniformity: Integrated in unique, individual data profiles that are distributed and managed by different company systems as if they were information silos – remote from each other both physically and for the roles that they perform.

And now?

Call us now and discover just what the platform can do for your company.

 

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Integrate your systems with the Contactlab Marketing Cloud

87% of customers say that when they have personalized online experiences, they are indirectly encouraged to buy more (Forrester, 2019), even if there is no subsequent action by the brands. However, it is the brand’s role to put in all the required energy to indirectly influence and optimize this activity.

 

As a result, it is important to make sure that your e-commerce dialogs are in real-time, and ensure that the system that you have chosen to collect your customer data and manage your marketing campaigns, consistently enhances your customer relations.

 

It is time to evolve from the simple management of data, to a thorough knowledge of the information and its meaning – something that really sets your strategy in action. Continuously get to know your contacts increasingly well. Not only their socio-demographic data, but also their habits, preferences and behavior. Collect and store data to make information alive and immediately usable, to best satisfy the customer’s wishes and anticipate their needs. Propose what they are really looking for, even before they realize it or need it.

Ecosystem

Your e-commerce site is a valuable source of information about who the customer is and what they do, want, would like or need.
On the other hand, the Contactlab Marketing Cloud is ideal for managing this data, as well as its analysis and use. Because at its heart is a customer data platform, you can integrate everything related to the customer in a single point – making it individual and available in the Marketing Cloud, or any other system that has need to access the information, to better carry out your business.

Having different systems, perhaps even in remote environments – those that were once called silos and apparently not communicating – does not mean that they cannot be made to talk to each other. All that’s needed is to create the required connections, then expand and enhance their functionality to go further than their original purpose, to enhance the results they can achieve.

Connecting or plugging in your e-commerce site to the Marketing Cloud, allows you to extend the functionality of both technologies, resulting in more than the simple addition might imply.
Certainly much, much more than 1 + 1 = 2.

You can offer unique experiences if you truly know your customer. And you can do this by following them on all the contact channels they use, in an integrated way. The customer remains the same, it is just up to you to recognize them – always and everywhere – and capture everything about them, while staying, of course, in compliance with the law.

If you respond to their behavior with activities that have been designed for them in a personalized and timely way – through dynamic journeys in which they are the protagonist, their chosen actions guiding them on the journey they are making with you – the value of your relationship will be enhanced exponentially.

And this applies not only to the relevant e-commerce sites, but to all the systems that in some way have something to do with your customers and are in use in your company.

 

Always keep the valuable data from your e-commerce site in your customer profiles

 

e-commerce plug-in

  • Discover your customers in the online world.
  • Offer a tailor-made e-commerce site.
  • Offer customer service that is always up to expectations.
  • Respond in the best possible way to support requests.
  • Personalize the conversations’ messages.
  • Reach your customers at the right moment.
  • Use their preferred communication channels.
  • Address the right people.
  • Make more informed strategic decisions.
  • Increase retention.
  • Reduce the cost of managing relationships with your customers.
  • Invest resources better.
  • Improve the quality of customer experiences.
  • Make your business fly to unexpected levels.
  • Make your customer happy.

 

Integrate the platform with your systems, automate processes and accelerate your business

Because we and our partners firmly believe in integration, together with the many companies that have already adopted the Marketing Cloud, a wide range of APIs, SDKs, JavaScript and plug-ins are available – allowing you to connect systems in a few simple steps, share and update data, transfer information automatically and commit yourself to your customers. Don’t wait, find out more now.

 

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Flow Series: And what if it’s an abandoned cart? (3/3)

Flow #3

Turn your shoppers into multi-channel customers

Do you know that brands in the consumer world, which have implemented marketing automation solutions, and rely on automated flows for the management of their communication activities, report significant and constantly increasing conversion rates for abandoned carts?

Abandoned CartIn previous articles (p.1; p.2), we have seen how to convert customers from in-store to online purchases as well, starting a new relationship as a result, then guide them to register your new app and complete a short survey. Now is the time to look towards people who have not fully completed an online purchase. Indeed, according to Statista, 69.53% of customers leave their cart abandoned.

And increasingly, research shows that time is the key factor in converting the undecided. Multiple studies have shown that if emails are sent within 20 minutes of abandoning a cart, average conversion rates are around 5%, whereas a delay of a day reduces this figure to about half.

As result, it’s easy to guess the role that can be played by automation: Automated emails can help you be in time.

And if on one hand, you can rely on Email Designer to create personalized, attractive and effective emails, you can trust Flow to generate automated journeys to deliver your message easily and just at the right time, on the other.

From abandoned cart to a new customer: Let’s retrieve Angela

Abandone cart conversionThe new season is going very well but, as sometimes happens, a few customers abandon their cart before completing an online order. Perhaps they were disturbed by something more urgent? Or maybe they were looking for more information before buying? Whatever the case, you should try to convert them into sales fast, while your e-commerce store is still fresh in their memory.

And, in addition to increasing sales, there may also be other reasons for you to follow up abandoned carts and act promptly:

  • You demonstrate a high level of customer service, for example, by asking them what you can do to help them.
  • It allows you to stay in touch with more customers and reassure them that you are interested in them.
  • It can give you information on why customers do not buy and suggest initiatives to reduce abandoned carts in future.

Rest assured, Flow can be at your side in this case as well. When customers like Angela spend time browsing your online store, adding products or services to their cart along the way, before failing to complete the purchase, they must immediately be inserted in a journey that will guide them through retrieving it and completing their purchase, perhaps adding new items as well… Always with the assurance that if a customer completes the order in the meantime, they will be automatically be removed from the journey.

The first thing to do about an abandoned cart is send an e-mail, with personalized content that is tailored exactly to the customer’s needs. You could, for example, insert a link to a short questionnaire, if you want to discover the reason for the abandoned cart. But if you believe the customer would be more receptive to continuing to buy by showing associated accessories or services, then there is no reason not to do so. And, of course, you could always encourage the customer to continue by reminding them of an unrepeatable special offer, or low stock levels of the items.

 

Option a: Has Angela completed the purchase?

After receiving your reminder, Angela completed the purchase, perhaps even adding other items along the way? Perfect, the goal is achieved, and an in-store customer has just entered the online world.  Now, her journey with you can continue by following experiences such as those already seen in the previous articles (p.1; p.2), starting from a thank you and an email to confirm the order.

Option b: Has Angela left an abandoned chart?

If nothing happens following your reminder, you can always send Angela a new message, for example, to remind her of the cart’s expiry date. One last attempt, before leaving Angela until she becomes part of her next journey.

 

And just how does Flow help you with Angela?

Here they are, Angela’s potential journeys, thanks to the Marketing Cloud platform.

 

Flow#3

And now?

Everything could just end here, but there are so many other happy experiences your contacts can have, thanks especially, to cutting-edge technological support. You are only at the beginning of the relationships with your multichannel customers, so don’t waste any more time… immediately create a new journey and options to keep them even more ENGAGED!

 

Flow Series: Coupon

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Flow series: Survey

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Flow series: Abandoned Cart

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Flow Series: Receive multiple benefits from the App channel (2/3)

Flow series #2

Turn your shoppers into multi-channel customers

In the first article of the series, we saw how to guide an in-store shopper towards multi-channel experiences, thanks to Flow. In recent years there has been significant growth in the use of the mobile channel, which today has penetration rates of up to 90% (Deloitte 2019). And what’s more, recent Comscore research shows that 46% of customers are already cross-platform users and connect through desktops, smartphones and/or tablets daily.

But the most interesting data came from Comscore, in a study at the end of 2018, in which it emerged that 90% of those who prefer the mobile channel, consistently use apps. It also forecasts that by 2020, expected revenue deriving from using consumer apps will be around $189 billion.

Mobile app So, in this second article, we’ll cover customers who have already started a relationship with you online, by understanding just how the marketing automation functionality of the platform can once again support you to make the most of the opportunity that the market provides.

But we must be careful… The number of apps downloaded last year is huge, but the churn risk in the first 90 days is around 70% (Statistics 2019). The app is therefore positioned as a valid communication channel, but it is up to you to convey messages and content that are always up to expectations – personalized and timely, and that demonstrate the value of using your app.

Okay, let’s go step by step once more…

The new collection went particularly well in your e-commerce store, thanks in part to the incentive that you offered to those who subscribed to your newsletter on your site. It is now time to learn about the customer’s overall purchasing experience through a short survey and, at the same time, continue with your initial goal of having more multi-channel clients. You also now want to encourage more people to try the new app too.

From the buying something on the e-commerce site to the to discovering the app: Angela becomes more and more multi-channel

But why encourage downloading the app, when customers are already active in-store and online? Well, besides the reasons mentioned above, because, for example:

  • It opens a new relationship channel with your customers, which reaches them everywhere.
  • It provides more opportunities to vary the customers’ experiences with your brand.
  • It enables you to collect better data about your customers’ habits and behavior.

Always trust in Flow

Online purchaseAngela has bought something online and, whether she has used the discount or not, it is a good idea to thank her for her order and the choice she made, by email. Your customers need to know that after they click to pay for goods or services, the order arrives without any problems. Afterwards, send Angela a short message to begin a new journey, which will lead to her downloading and registering the app.

Always remember that thanks to the Email Designer HTML editor, you can quickly design eye-catching communications. You can, for example, create templates that not only thanks the customer for a purchase, but also recommends the new app as a valuable means of keeping in touch to always be up-to-date about the news, events, promotions, offers and special discounts reserved just for them. Personalization is increasingly the key to success: The messages, the timing, and the appropriate channel… in short, the very personal relationship with your customers.

Option a: Angela receives the invitation and downloads the app.

Wow, first goal’s been achieved: A new multi-channel customer is on board! Now you can go on with the next step of your project, and send a push notification with a link to the post-purchase survey, explaining the importance of their opinion for you. Pamper Angela a little and let her know how interested you are in her suggestions.

Leave her a few days to fill in the survey, but If Angela still ignores your request, you can make one more attempt, by sending her a new push notification as reminder.

If, on the other hand, you discover that she has filled in the questionnaire, do not fail to thank her for her feedback.

By creating consistency between the messages on the different channels, you show that you are really paying attention to her. You’re not using multiple channels in an uncoordinated way, but are creating a lasting and valuable relationship for both of you. Maybe you can reward her again with a coupon off the next purchase – this time in-store – or perhaps with payback points. Whatever you choose, the focus should be Angela.

Option b: Angela doesn’t download your app after your email.

If she doesn’t download the app, even after a few days, try once more with an email to remind Angela of the app availability, and the benefits it can provide. Perhaps she’s just busy and can’t find time. But after your second message, maybe Angela registers the app and completes the survey. Bingo: A new multi-channel customer is on board! Start using the push channel immediately, and thank Angela for her trust by rewarding her with, for example, discount coupons or invitations to special events … here, the only difficulty is choice.

If instead, Angela is keen to let you know her opinion by filling out the survey, but does not wish to download the app, you still need to show her that you appreciate her contribution. A thank you e-mail or SMS, including a reward, will show the importance of her feedback to you.

And if, despite everything, Angela doesn’t download the app or fill out the survey, don’t lose heart. Bide your time and respect Angela’s space. She could decide to download the app at a later time. In which case, you have everything in place to send a push notification and remind her of the survey again. But if she decides not to register the app, her journey ends for now. There is certain to be future opportunities, perhaps on other communication channels, to try and encourage Angela to download your app again.

And just how does Flow help you with Angela?

Here they are, Angela’s potential journeys, thanks to the Marketing Cloud platform.

Flow#2

And now?

Everything could just end here, but you haven’t really dealt with a very important target among your customers. In the first article, a new digital relationship was born with your retail shoppers. But it is not everyone, even after registering on your e-commerce site, who will buy something. They could, for example, have browsed online and chosen something, but not actually completed the purchase. But don’t neglect those who have an abandoned cart, they too have started on the path to become multi-channel customers, so let’s follow them! In the next article, we’ll see how an automation in Flow can continue to keep them even more ENGAGED!

 

Flow Series: Coupon

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Flow series: Survey

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Flow series: Abandoned Cart

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Flow Series: From in-store to online purchases (1/3)

Flow#1

Turn your shoppers into multi-channel customers

The new season’s begun, and it couldn’t get off to a better start! The in-store staff have collected the phone numbers and email addresses from almost everyone that has bought something, while every online customer has been encouraged to download the new app. Why?

Business ManBecause now it’s time to move up a gear and take advantage of the enormous potential that a multi-channel communications strategy offers you. A study by Contactlab experts in collaboration with Exane BNP Paribas, highlighted the importance of digital customers to a company’s total profits. Customers that can be reached digitally, spend a lot, even in-store… producing 27% of the store revenue and 73% when it comes to e-commerce.

The study further highlights the importance of harmonizing the activities of various sales and contact channels, in order to integrate offers and deliver successful marketing campaigns.

This is the first in a series of three articles, which explore the subject in further detail. In particular, we’ll show how easy it is to use Flow to create automated, precisely targeted, yet still individually tailored communication activities, which are intended to increase customer enthusiasm for the brand, generate contact opportunities and support sales.

Ready? Then let’s get started…

From buying in-store to the first online purchase: Let’s follow Angela…

Sales AssociateWhen she bought something from the latest range in-store, Angela registered her phone number and email details for marketing purposes. As a reward, she can now receive a 5% discount off her next online purchase, if she subscribes to your e-commerce newsletter. By attracting in-store customers to subscribe in this way, you can, for example:

  • Create integrated profiles of your previously offline clients, follow them and know them better.
  • Improve the quality of your customer base and monitor the behavior of more customers.
  • Give them access to an easy way to become cross-channel clients, with enormous advantages for you both!

But where do you start? Let’s do it with Flow – the marketing automation module of the Contactlab Marketing Cloud.
When Angela concludes a purchase in-store, she joins the automaton in Flow and begins the journey that you have designed and built for her.

Let’s go through the steps…

Angela completes the purchase in-store and because of this, she was automatically added to the journey. Now the first thing to do, is to wait and see if she follows your sales associate’s request and completes the online subscription. You decide to wait half a day, then check if Angela has actually subscribed.

 

Option a: Angela hasn’t subscribed?

Send an SMS to remind her of the chance to receive the discount. Thanks to the Marketing Cloud, you can easily overcome SMS length limitations by using concatenated SMS.

If she continues to ignore your reminders, end the activity for now. Maybe she prefers to remain a ‘retail’ client and has no interest in the offers on your e-commerce site. Maybe you can try again later.

If, on the other hand, she subscribes to your newsletter following your SMS, you can welcome her by sending an email with a discount coupon off her next online purchase. Thanks to the new Email Designer HTML editor, it is easier than ever to create the right template and design the content just for her.

 

Option b: Angela subscribed to your newsletter after buying something in-store?

Don’t wait any longer. Send her the welcome email with the discount code immediately.

 

But the Angela’s journey with your brand does not end here.
If she has received the coupon, let’s watch her next actions.

  1. It could be that everything goes according to plan and Angela uses the discount for her first online purchase. If so, the goal is achieved. You can say hello for now and close your journey.
  2. Or perhaps you discover that Angela actually bought on your site without using the coupon. If that’s the case, you could send an additional email to remind her that the coupon is still there, and the expiry date.
  3. But you also have to consider another option. Angela doesn’t buy, and consequently, she doesn’t take advantage of the coupon. In this case, you could decide to make one last attempt, and send her a new email reminding her of the 5% discount off the first online purchase. Afterwards, close this first flow.

 

And just how does Flow help you with Angela?

Here they are, Angela’s potential journeys, thanks to the Marketing Cloud platform.

Flow#1 EN

And now?

Everything could just end here, but a new digital relationship has just been born, and you can’t ignore it. Perhaps not all your in-store shoppers have started the journey yet, but those who have made their first online purchase, are well on the way to becoming multi-channel customers!

And in the next article, we’ll see how the newly built automation can continue with Flow to keep Angela and all the others even more ENGAGED!

 

 

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The Contactlab Marketing Cloud in the Microsoft AppSource

AppSource Microsoft

 

A few months ago, we announced the news that One was among the clienteling applications available for Azure on the Microsoft portal.

Now, it is time to let you know that the Contactlab Marketing Cloud is also available in the Microsoft AppSource.

By selecting the Marketing, Sales and Customer Service categories, you will find the Contactlab platform among the available apps… The customer engagement solution that helps you to convert contacts into valuable customers, and build, maintain and increase interactions, while reducing churn rate consistently over time.

Because of the ability to create individual communication plans that are personally tailored in terms of content, messages, timing and contact channels, you can establish solid and lasting relationships with your customers, based on an in-depth knowledge of their preferences, habits, and behavioral forecasts in the future.

Contact an expert at Microsoft or Contactlab today, and immediately find out all the details. You’ll see for yourself why the result of combining the two technologies is much, much more than just the sum!

 

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Do you want to realize the full value of what you already know from your contacts’ profiles? Create Aggregate nodes

What exactly does this mean? Let’s look at an example…

Aggregated nodeYou have a new children’s range, which you want to promote through both retail and e-commerce channels. However, you have different teams autonomously managing each one, with all the data collected in separate nodes. But you really need this information aggregated in one place, to have a comprehensive overview that facilitates successful, unified and coordinated promotional activities.

Of course, you could create separate campaigns for the contacts in each node. But it would be far better to use the strengths of an aggregate node, to bring together all the available data in one place and unite the separate customer profiles.

 

Then you could use the new node with all the Marketing Cloud features to create an individually tailored, precisely timed and effectively targeted campaign that:

  • Reacts to every individual contact’s preferences, actions and responses.
  • Minimizes message duplication.
    By combining otherwise separate campaigns, and concurrently managing and communicating with both channels.
  • Makes information contained in one node available to everyone, increasing targeting effectiveness across the channels.
    For example, imagine the details you have in the retail node show that someone doesn’t have children, but this small detail is missing from your e-commerce data.

 

The Aggregate node

!!! Does your company have information stored in silos,  due to its organizational structure?

!!! Do you have difficulty integrating different databases and uniquely identifying who is who?

!!! Can’t you determine one key for all channels, to identify each individual contact?

We’ve thought about all of this with aggregate nodes, … let’s explore them together.

If you have already adopted the platform, you know and appreciate the many benefits that you can realize with Hub and the other modules in the Contactlab Marketing Cloud family. Now imagine elevating the success of your communication activities to an even higher level.

You may already have all your contact data from diverse sources well organized in a Hub workspace, according to how you do business – with, for example, retail and e-commerce nodes. And each node in turn contains the individual customer profiles – the available demographic and event data for each contact that has bought from you, shown an interest in your products, or even just subscribed to your newsletter.

But perhaps you have different teams managing the individual channels and nodes independently, in effect, as if each one is the only customer base you have. Maybe technical limitations prevent you from creating totally unified contact records.

Or it could be that the information required to successfully combine contact profiles has not always been available. For example, while the e-commerce node may include an email address for each contact, the retail node only has a few – a situation that has made it almost impossible so far, to have a single node with integrated customer data for multiple channels.

That is where the power, capabilities and flexibility of Hub aggregate nodes comes in. They provide:

  • A complete and comprehensive view of each customer in one place.
    Still individual profiles, but ones that bring together the data from two or more entry nodes, into readily accessible and understandable summaries.
  • Combined profiles that are constantly updated in real-time, with the latest customer data, events, purchases, subscriptions and consents.
  • The ability to combine apparently separate profiles using multiple field values.

And if, for whatever reason, it is not possible to completely unify all the data for certain individual customers right away, it will still be available in one place, ready to use now, and to be merged as the opportunity arises in the future.

The new Hub aggregate nodes – putting all the power and possibilities right at your fingertips.

 

Aggregated Node

 

Mix and match…

A simple matching policy is all that is needed to combine two or more entry nodes into one aggregate node. Your contacts’ individual properties – such as their email address and first name, or perhaps the first and last names, date of birth and postal code – which together determine if people in the different nodes are actually the same person… And if so, enable the separate profiles to be merged into an aggregated one.

But that is just the beginning…

Now think about how you could apply all that combined information – promote your retail stores to those who have exclusively bought online? Entice your subscriber-only contacts with a discount coupon to use on their first in-store purchase? Reward the loyalty of your best cross-channel customers with an invitation to a private preview?

Whatever your idea, Hub aggregate nodes enable more accurate deliveries in Send, even better segmentation in Plan, and enhanced personalization of automatic campaigns in Flow.

Now comes the best news of all… You just tell us your requirements, and we’ll configure the new aggregate nodes for you! Need some changes? We’ll do that too, leaving you free to focus on your strategies, plans and above all, results.

All we need to know is which of your entry nodes you want to aggregate, and the matching properties you want to use. That’s it.

To summarize…

With an aggregate node, not only can you avoid potential problems, you can also tailor your communications more precisely by using the combined information from two or more nodes, rather than relying on just one. And even if the profiles of some contacts cannot be merged at the moment because of missing data, they will still be included in the campaign, as appropriate.

Why not talk to our customer care about aggregate nodes today, and start to reap the full benefits of all your data combined in one place?

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