Is Your Big Data Dated? The Importance of Truly Real-Time Email Marketing

For contemporary email marketers, big data management is a critical tool for segmenting email lists and delivering relevant content offers. However, a recent survey of 1,300 email professionals indicated a serious ineffectiveness in how marketers apply big data assets to decision-making. VentureBeat’s analyst Jon Cifuentes described the issue as an “education problem,” citing issues with both major vendors and the data management skills of email marketers.

According to the subject matter experts at TowerData, the most commonly-reported data management issues among email marketers include:

  • Centralizing multiple sources of big data
  • Managing storage, application, and access processes
  • Applying real-time data for best results

 

For organizations who already have storage, application, and access managed via a data management platform (DMP), the cause of poor email marketing metrics is most often connected to data quality. Tower’s research indicates that brands too often rely exclusively on first-party insights, or outsource their data assets entirely to a third-party vendor. While the addition of the vendor’s third-party data can enhance understanding of contacts, these organizations are often sacrificing data recency for the sake of perceived simplicity.

 

Email isn’t Getting Simpler

 

Marketing experts have acknowledged that yielding positive returns on email marketing campaigns is growing more difficult, and the average open rate is just 16.5% across industries. Data is a “common denominator” for email marketers, but the companies who see positive returns are those who are bold enough to look beyond first-party insights and seek out solutions beyond the dated offerings of many major vendors.

 

Delivering email marketing messages that earn opens, click-throughs and sales requires an up-to-date understanding of prospective buyer’s needs that is typically only possible through a real-time Data Exchange Platform (DXP).

 

How Real-Time Big Data Impacts Email Marketing Metrics

 

For modern marketers, applying real-time data to email marketing efforts is among the top five ROI-driven priorities discovered in The Relevancy Group’s research. Additional studies indicates that the majority of marketers believe real-time data will have a bigger impact on email metrics than any other channel. By participating in a real-time Data Exchange Platform such as BDEX with a variety of vendors in an open marketplace agreement, brands can significantly improve their segmentation and targeting efforts without needlessly complex data management processes.

 

According to Adobe’s Mickael Bentz, real-time data is just as critical as technology when it comes to effective email marketing. For execution of high-return email marketing, you must look beyond internal understanding of customers to create “context-aware” communications. Important sources of real-time data, in addition to your own CRM insights, should include:

  • Surrounding context insights, such as weather or stock status
    User web analytics from desktop and mobile devices
  • Behavioral and event-triggered data, including career searches, loan applications, and transactional insights.

 

For organizations who utilize a marketplace such as BDEX to purchase insights directly from vendors, improving your email marketing campaigns requires a simple, two-part process:

 

  • Obtain: By integrating BDEX’s marketplace directly with your database of emails, you can select from a variety of real-time data insights driven by your contact’s web behavior, transactions, behavioral-triggers, and other factors. You’re able to purchase as much — or as little — as you wish, ultimately depending on your budget for the email campaign.

 

  • Match: Matching data insights with your contacts can be managed within your data management platform, allowing you to refine your segments and develop targeted offers in real-time.

 

Instead of relying on a third-party vendor to develop segments based on months-old search habits or other factors, marketers gain the ability to create real-time segments for truly targeted offers.

 

If your data insights are limited or aging, there’s a good chance that typical data management technologies aren’t enough to yield best-of-class email marketing practices. By shifting towards a real-time segmentation and offer delivery model, you can ensure you’re sending the right messaging to the right contacts, at precisely the right time.

 

For more information on how BDEX can integrate directly with your existing DMP or DSP technology, click here!

 

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Cross-Channel Behaviors for Mobile Targeting: Big Data Insights for Effective Conversions

For consumers, mobile isn’t an isolated channel. 73% of adults who own three or more devices switch between platforms to perform a single task. Simultaneous or progressive use of a smartphone, tablet, and computer is a natural way for contemporary consumers to research products, make decisions, and complete purchases.

 

Despite the fact that mobile is part of a continuum, marketers all too often view a mobile strategy as a “silo” or a “singular tactic.” According to Adtech expert Chris Hansen, the disconnect between how marketing agencies and teams perceive mobile and how consumers use it is the single biggest source of pain and poor results in this industry.

 

Simply creating advertisements that will display on a smartphone or iPad isn’t enough to convert. Driving return on investment via mobile strategy requires marketers to recognize this technology’s role within the mixture of channels that consumers use on a daily basis. Effective mobile execution requires marketers to look beyond mobile-only data to understand their target audience’s behavior online and offline; across computers, tablets, and phones. Join us as we uncover why a cross-channel approach to mobile marketing is necessary to win — and the data points marketers need.

 

Why Non-Mobile Insights Matter

 

Consumers behave quite differently depending on the device they’re using. Convenience and ease-of-use may prompt a prospective customer to switch from their desktop computer to a tablet, but mobile experts are uncovering some fascinating patterns in content consumption across channels.

 

Research by Millennial Media indicates that consumers typically opt for smartphones to engage with streaming audio, games, and social media platforms. B2B educational assets and news media are more often accessed via desktops. It’s no secret that connected consumers are more likely to perform local searches on-the-go, often to discover local deals and brick-and-mortar purchase opportunities.

 

Few consumers are contained to just one or two devices on a daily basis. Accessing behavioral big data insights from each of the devices your target segments use on a daily basis is the only way to uncover true knowledge of their preferences, pain points, and proclivity to purchase. While mobile marketing is a standalone channel, marketers must access consumer data from a variety of devices to adequately develop an understanding of their buyers.

 

Real-Time Mobile Targeting

 

Local, social, and promotional activities are among the top actions performed by smartphone owners, which has inspired the coining of the phrase “SoLoMo” for social, local, and mobile among marketing specialists. The inherent portability of mobile devices means that owners are more likely to act quickly upon searches, requiring marketers to really refine their targeting to yield accurate conversions.

 

In order to profit from your ideal customer’s mobile searches, marketers must target based on comprehensive, cross-channel insights that are truly up-to-date. Mobile-only insights on customer segments that are months old simply won’t reflect the needs of your prospects today. By accessing a wide array of big data insights on your customers from multiple channels that’s just seconds old, mobile marketers can optimize their advertising and campaigns to the real-time needs of today’s connected consumers.

 

The BDEX Data Exchange Platform offers the first real-time data exchange, allowing mobile marketers to connect with objectively quality-scored data sets from vendors. By participating in the exchange, mobile buyers can gain insights into their segments behavior across multiple channels to perform the most accurate mobile targeting possible.

 

For more information on how BDEX can benefit contemporary marketing teams, check out Real-Time Segmentation: BDEX for the Email Marketer.

 

 

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