Programs that create passionate customers. Built by marketers, for marketers.
Do much more with your data. Find, win, and retain the customers you want.
Fine-tune your strategy, streamline execution, and get more engagement.
Warehousing and shipping that’s smarter and more secure.
More personal than you thought possible. Printed and delivered with precision.
On-brand sign production and fulfillment, at the speed of retail.
Customize, order, print, and ship. From anywhere, any time.
Turn shoppers into buyers. And buyers into champions.
Tantalize fans and new diners alike with marketing and menus that sizzle.
Complete services for direct to consumer selling: marketing, packaging, and shipping.
Personalized marketing and kitting in a highly secure environment. MICR too!
Streamline your direct-marketing programs – for every franchisee.
Personalized member communications, secure and HIPAA compliant.
It’s all about relationships – and donations. We’ll help you grow both.
Deliver the right message to voters at the right time. End-to-end DM services.
See how we’ve helped clients in healthcare, fashion, franchise and more.
Smarter loyalty helped this icon engage customers and exceed goals.
Our digital storefront supplied POS signs and more for this pharma giant.
Scalable, better quality marketing at lower costs? See how we did it.
Data analysis drives higher customer acquisition for this fashion icon.
Our SOS system provided cheaper, faster, better POS fulfillment.
We helped them launch a direct to consumer operation — and drive sales.
See how we helped RL achieve a 60% jump in flagship opening-week sales.
Our refreshed loyalty program helped them double members — annually.
Metric analysis and a cleaner list drove huge campaign lifts.
It’s simple: We get personal. Here’s what that means.
We love people who bring energy and curiosity to work. Sound like you?
Back

Unlocking Actionable Insights through Customer Data

by
Baesman
tags CRM & Analytics

Data initiatives are finally finding the platform they deserve—and with good reason. Data is the foundation of every great marketing strategy and loyalty program. Yet there’s another element that’s just as critical: the insights and analysis developed from data. Data only gets brands so far if they don’t have the insights and analysis to determine what all that data is really saying.

An experienced team can unlock meaningful insights and intelligence that can make all the difference in planning and executing profitable campaigns. Brands need trusted partners that understand industry standards, employ broad CRM methodology, and have an acute understanding of brand goals to tailor analysis to unique programs.

Bring Order to Chaos

Data is naturally messy, unorganized and fragmented. Brands often don’t realize the chaos that comes with data and the disparate sources, structures and silos. One of the biggest mistakes that marketers make is that they’re producing insights and strategies from faulty data. No matter how well derived those insights might be, if they’re produced from messy, data, they simply won’t show positive growth when they’re executed. That issue gets lost in the labyrinth of cross-functional teams and strategies, which makes trusted data even more imperative.

A common misconception about data is that it’s raw and pure. That’s not accurate—data is crafted, and it needs to be constructed with an experienced, unbiased and meticulous hand. It requires constant hygiene and organization to make it actionable. More importantly, data needs validation, so you can prove its quality and trust the foundation for all of your future insights, marketing strategies and measurements.

Customer Profile

Every brand thinks it knows its customer. It has an idealized version of the customer that usually is quite different from reality and the story that data tells.

Insights aren’t relevant if they don’t have context and a foundation of customer knowledge to build on. Everything is connected, and brands need a comprehensive understanding of customer behaviors, customer types, and trends that are affecting their customer relationships.

If brand data is organized, clean and validated for accuracy, a customer profile should be the next step towards generating insights. Customer profiles help brands gain an in-depth, contextual understanding of customer health, which is crucial to know before embarking on an investment in customer marketing initiatives or loyalty. Loyalty programs are unique to each brand based on strengths, weaknesses, brand position, financial modeling and—of course—customer health. Customer profiles are an important cog in that wheel; they can identify where investment needs to be allocated to support brand challenges while boosting brand strengths.

Basic profiles should include at least the following analyses:

Channel Health and Performance
Channel analysis should be a deep-dive into each channel’s attribution to numerous KPI’s, not just sales. By breaking down channels on an in-depth level, there are usually important revelations about the differences in customer journey, how and what products are sold, and also how best customers utilize each channel.

Purchase Behavior
Purchase analysis is an overview of which customers are buying, what products they are buying, and how often they are purchasing. It gives brands a breakdown of reliability and visualizes how often customers are returning to purchase, which can have a major impact on the customer lifecycle and communication strategy.

Best Customer
There’s a commonly known rule in customer marketing that 80 percent of sales come from just 20 percent of customers. This analysis will show marketers how important their best customers truly are to a brand. It’s also paramount to understand a best customer analysis if a brand is considering loyalty.

Segmentation
This should be a breakdown of the customer file from top-to-bottom, showing the distribution of lapsed customers, the performance of deciles in existing customers, and the migration levels from each segment.

Retention and Acquisition
Retention and acquisition analysis is really measuring the number of customers coming in versus the number of customer lapsing. How well does a brand retain customers and can it support those levels with its current acquisition efforts? This analysis guides brands on how to distribute investment for acquiring and keeping customers.

Loyalty Readiness or Performance
Loyalty isn’t right for everyone. Trusted partners performing brand analytics need to be open and honest on the loyalty front. Analyzing the customer file, producing a financial model, and understanding the needs and requirements from customers, technology and brand investments can help to identify if loyalty is a good fit—whether the brand has an existing program or is considering investing in a new one.

Discovering Insights

One of the biggest fears for marketers is guessing and creating strategies from intuition. Whether that stems from a lack of humility and a biased approach, or from a marketer simply not having the data and analysis to make educated decisions, relying on intuition can be the catalyst for failed initiatives.

The good news is that insights are essentially intertwined with customer analysis; the insights come naturally if the analysis is comprehensive and done with expertise. With a solid foundation in trusted data and an exploration of the customer, well-established agencies produce insights with a clear path forward. Data is the foundation, but insights are the fuel for great strategies.

by
Baesman
tags
View all articles