We’ve been hearing a lot about big data lately, but what is it really all about? If you’re not sure how to manage your personal data, here are a few tips on how to make the most of it.
Collecting personal data is not enough
Anyone can collect personal data. Today, it’s much simpler than it was a few years ago, even if the leaders have been doing it for a long time. Let’s not be naive: loyalty cards aren’t just there to give you a present now and then, they’re there to analyze our behavior as consumers, and also to take advantage of the opportunity to ask us to say a little more for ourselves. But that was before, when only the biggest brands could do it. Today, all e-tailers have access to this data. The problem is that you don’t necessarily have a whole team of people to spend months and months relentlessly data mining. So you have to cut to the chase, and just target the personal data that really counts.
How do you classify personal data?
You probably know that your target demographic is extremely important. If you have your customers’ demographic data, you can more or less determine their profile and therefore assess the chances of them coming back to you. It also increases your chances of successful retargeting campaigns, if you choose the right moments (birthday, etc…) and associate the right actions with them. For example, a special promotion on your birthday or when you’ve reached a new milestone in your life is always a pleasure! And above all, it makes you want to trust the brand, which will be there at the right time, as all the big brands know so well when they target young parents-to-be just before the arrival of a happy event in their lives.
Ever feel like you’re getting the right offers at the right time? It’s no coincidence.
Interests: useful or not?
Have you just “Liked” your favorite TV series or brand on Facebook? Congratulations, you’ve just given the means to numerous marketing teams to work out how to get you to consume more from the brands that employ them. And if you’re convinced that you’re not going to fall for it, tell that to all the brands that use blockbuster films and series in their communications strategy. And don’t tell me you (or those around you) haven’t fallen for a product accompanied by a goodie related to your passion! And that’s just the tip of the iceberg: you can go much further by drawing direct inspiration from the marketing techniques of your favorite artists…
And what about behavioral data?
If I’ve saved the best for last, it’s because they tell you the most about your visitors’ habits. They themselves don’t necessarily know their precise needs, but their actions can’t be mistaken. Unfortunately, they’re often the most difficult to collect, because in order to analyze behavior, you need to provoke various actions. To encourage clicks, shares and comments, don’t forget to position various links and call-to-action buttons in your e-mails, web pages, social network publications, etc.! How do you collect and classify the personal data you obtain over the months?
