Make the most of your marketing data

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marketing. It will soon no longer be possible to use third-party cookies from Facebook and Google to “retarget ads”, i.e. serve ultra-targeted ads to the user based on their browsing history. Deprived of a practice many have described as “intrusive,” companies will have to redouble their efforts to develop and enhance their customer databases.

“The starting point is having our own email database,” says Emily Poirier, president of digital marketing agency MixoWeb. At the same time, it lists a variety of strategies to make it happen: launch a newsletter, reinvest social media with “engaging organic content”, create a contest on Facebook, launch a loyalty program or affiliate program…Technology, it’s now very easy To create a loyalty or partnership program, she notes. All you have to do is activate a feature in an e-commerce platform like Shopify or Wix.”

Digital marketing tools are getting easier to use, admits Mary Broddick, vice president of strategy at relationship marketing agency Varibase. The challenge is elsewhere: to convince potential customers to share their personal information in exchange for content, a discount, a contest, or a mandate to track their activities on a website. “Consumers today understand the value of their data,” she warns. They are not against sharing it, but they want to know why. And they should get something in return: good service or personal discounts.”

Before embarking on a comprehensive collection, it is important to have a data strategy – what types of data we want to get and what we want to do with it – and then a content strategy. You have to ask yourself what type of content (newsletter, white paper, blog posts, podcasts, etc.) Mary Broddick explains: “The goal is to develop a database that is not just transactions. We want to be able to connect the customer with their interests.”

For example, the LinkedIn page and website for Polycontrols Technologies, a Broussard small and medium-sized company that specializes in calibration, were built in this spirit. On LinkedIn, subscribers must identify their interest in the company by choosing one of the three subsections corresponding to their sector of activity. On the website, the cookie tracks the visitors, who then view advertisements corresponding to the visited section. “We get 15 to 20 quotes each month that end with up to five sales,” says Joey Genest, the company’s director of sales.

Since the beginning of the pandemic, Mr. Genest has also been more present on social networks: he is involved in a Facebook group on metrology – the science of calibration. Cautions that there are no ads in these groups. We will be banned. We ask questions, we share information. These exchanges enable the enrichment of customer files for Salesforce, their CRM platform.

Information Systems

When a company hits a critical mass of customer data, it must find a way to standardize it across departments.

Marie Broddick quotes her customer Médicus, the Montreal-based manufacturer and distributor of mobility equipment. “Five years ago, Médicus started building a data warehouse for a 360-degree view of the client,” she says. Over time, the company has successfully deconstructed data collection silos by integrating in-store transaction data, behavioral data, and now data from the web.”

The Montreal plant can now segment its customers and launch “customized” marketing operations. The data was thus collected online “by creating a technical and content document on the points of interest of its customers, in order to position itself as an expert in these areas”. Another is made in-store, using a “digital billing system”.

Thus, Médicus now knows its audience much better than if it had “blindly delegated” the task of finding new customers to Google and Facebook, says Mary Brodick. With this “intimate” knowledge of the people you want to serve, the company will be able to continue to effectively personalize its offering.

It will soon no longer be possible to use third-party cookies from Facebook and Google to “retarget ads”, i.e. serve ultra-targeted ads to the user based on their browsing history. Deprived of a practice many have described as “intrusive,” companies will have to redouble their efforts to develop and enhance their customer databases.

“The starting point is having our own email database,” says Emily Poirier, president of digital marketing agency MixoWeb. At the same time, it lists a variety of strategies to make it happen: launch a newsletter, reinvest social media with “engaging organic content”, create a contest on Facebook, launch a loyalty program or affiliate program…Technology, it’s now very easy To create a loyalty or partnership program, she notes. All you have to do is activate a feature in an e-commerce platform like Shopify or Wix. »

Digital marketing tools are getting easier to use, admits Mary Broddick, vice president of strategy at relationship marketing agency Varibase. The challenge is elsewhere: to convince potential customers to share their personal information in exchange for content, a discount, a contest, or a mandate to track their activities on a website. She warns that “consumers today understand the value of their data.” They are not against sharing it, but they want to know why. And they should get something in return: good service or personal discounts. »

Before embarking on a comprehensive collection, it is important to have a data strategy – what types of data we want to get and what we want to do with it – and then a content strategy. You have to ask yourself what type of content (newsletter, white paper, blog posts, podcasts, etc.) Marie Brodick explains: “The goal is to develop a database that is not just transactions. We want to be able to connect the customer with his interests.”

For example, the LinkedIn page and website for Polycontrols Technologies, a Broussard small and medium-sized company that specializes in calibration, were built in this spirit. On LinkedIn, subscribers must identify their interest in the company by choosing one of the three subsections corresponding to their sector of activity. On the website, the cookie tracks the visitors, who then view advertisements corresponding to the visited section. “We get 15 to 20 quotes each month, which leads to 2 to 5 sales,” says Joey Genest, the company’s director of sales.

Since the beginning of the pandemic, Mr. Genest has also been more present on social networks: he is involved in a Facebook group on metrology – the science of calibration. He warns, “There is no room for advertising in these groups. We will be banned. We ask questions, we share information. These exchanges allow the enrichment of customer files for Salesforce, their customer relationship management (CRM) platform.”

Information Systems

When a company hits a critical mass of customer data, it must find a way to standardize it across departments.

Marie Broddick quotes her customer Médicus, the Montreal-based manufacturer and distributor of mobility equipment. “Five years ago, Médicus started building a data warehouse for a 360-degree view of the client,” she says. Over time, the company has successfully broken down data collection silos by integrating in-store transaction data, behavioral data, and now data from the web. »

The Montreal plant can now segment its customers and launch “customized” marketing operations. The data was thus collected online “by creating a technical and content document on the points of interest of its customers, in order to position itself as an expert in these areas”. Another is made in-store, using a “digital billing system”.

Thus, Médicus now knows its audience much better than if it had “blindly delegated” the task of finding new customers to Google and Facebook, says Mary Brodick. With this “intimate” knowledge of the people you want to serve, the company will be able to continue to effectively personalize its offering.

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