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The latest in marketing strategy, technology, and innovation.

Use Commerce Data to Inform Top-of-Funnel Acquisition

Steve Olenski
Master Principal Sales Architect

Today’s online customers have all the information they need about your company at their fingertips. They can easily research your products and brand throughout the course of their day, wherever they are, and on multiple devices.

How can you capitalize on the product research your customers perform to encourage purchases? 

To start, you need a plan for capturing commerce data to inform your acquisition strategy. Data management and tracking capabilities can help your company obtain customer browsing data on your website and share it with your marketing platform. Using those insights, you can launch product education campaigns to help customers find the information they need based on the products they’re researching. As customers see your offerings and learn more about them, you can guide them to the point of purchase as they understand how the product solves their problem.

Key Tactics for Getting There: What types of data must you collect?

To engage with your customers on a 1:1 level you first need to know what kind of data to use. A good rule of thumb is to start with these five main categories:

  1. Product Preferences
  2. Past Purchases
  3. Activities
  4. Behaviors
  5. Communication Preferences

As marketers, it’s important to know what your customers like and want to see about your products (Product Preferences), which products they have already purchased (Past Purchases), how your customers are currently interacting with your brand (Activities), when and how your customers are engaging with your brand (Behaviors), and how your customers want you to engage with them (Communication Preferences). When we are able to tie in at least one customer attribute from each of these categories, the right message is being delivered at the right time, resulting in a highly informed and satisfied customer. 

The above is the first of the five ways we identified in our new eBook, Five Ways Marketing Can Drive Higher Online Commerce RevenueDownload it today to learn the other four plus see what best-in-class companies are doing to deliver more consistent experiences that drive commerce revenue and more consistent customer experiences across marketing channels and identify the five ways they are making a difference.

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