Making your data actionable without being overwhelming — Tom Treanor // Treasure Data

Quotes

• “While it does sound like it would overwhelm people but if you think about it, you’re going to get a lot of value and return on investment from just purely doing the unification and making your campaigns much more cost-efficient.” -Tom “What we recommend is also doing 1 or 2 key use cases to get started. So don’t get overwhelmed, trying to do everything differently but start to pick up very important use cases for your company.” -Tom “The first thing that you are going to do after the unification process once you clean your data, you are going to keep what you’re doing but you are just going to be doing it with better data.” -Ben “A lot of the things you do will stay the same for the short term. Once you have the unification in place, you can start to use the customer data from the CDPs as opposed to the data from various tools, so that will be the efficiency savings.” -Tom “Another thing you can do is start to use cases like improving your programmatic advertising by looking for lookalikes to expand your audience. You can look at cross-selling programs, you can look at things like cart abandonment, so you pick things you know are problemsand then you start to use the data to improve those. That serves to get some quick wins.” -Tom “In e-commerce, one of the ways to drive high ROI with unified data is being able to understand about you and your activities as well as what you purchased in the past and be able to throw out the best recommendations possible to increase sales.” -Tom “A hot topic right now is retail. A lot of retailers will have to switch more and more online. One of the customers had an issue of getting a lot of traffic and visitors and a lot of people putting things in their cart but they have a higher rate of cart abandonment than they would’ve liked to see.” -Tom“In the car-buying experience, one of our large customers is Subaru. They use us and a CDP to do a couple of things. One is, by understanding their buyers and past purchasing behaviors, they can do more personalized campaigns for them. The second thing they have done is to understand who are the most likely buyers and to put emphasis on them online as well as on the sales floor.” -Tom“When you think about using CDPs without becoming overwhelmed, to me the takeaway here is, first off when you unify your data you are going to get an instant value because you are just cleaning up your re-targeting list.” -Ben“Then, as you think about other ways to use this data you are really looking bottom of the funnel up. We used a couple of e-commerce examples here where you are doing a better job of merchandising because you have a better picture of who your customers really are. In cart abandonment, you’re understanding the actual current user state of the customer or you’re thinking about increased personalization. The more and the clearer picture you have of who your customers are and what their activities are, the more that you are going to be able to do more of those bottom of the funnel, revenue-driving activities.” -Ben