Privacy is an illusion. That is as long as you use a smartphone for much more than taking notes and making calls. Consumer data is collected when products are purchased or used, either at the point of sale, on a website or natively inside a smartphone application. Retailers use this information to plan where to open new stores, which products to sell and at what price point.
As communication professionals, you should be using this data to optimize conversion of marketing campaigns and target people most likely to purchase products or services at the exact right time based on those users’ online behaviors. If you aren’t collecting data about your customer or prospect base, you’re missing out on valuable insights.
Check out how these three brands use consumer data in their campaigns.
Waze is a mapping and directions application that provides real-traffic information to its users as well as insights on accidents or police activity.
The app collects this information through gamification, allowing users to level up their Waze avatar (which starts as a ghost and can grow into a ninja or zombie) when they notify other users about heavy traffic, accidents or detours. Waze`s tagline “Outsmarting Traffic, Together” encompasses the brand’s philosophy and reliance collection and reimagining of consumer data.
The company now has more than 50 million users monthly, of which 350,000 are Waze Map Editors who volunteer their time to update the app’s maps.
The value proposition for the application is, that it can save you time on your commute and thereby improve your quality of life. It works because its users are engaged and that it has the capacity to use the data they collect in real-time.
2. Canada Post
Long before instant messaging and WiFi, Canada Post has been collecting consumer data since it began delivering mail in 1867. The humble beginnings: a database of Canadians. Today the national mail carrier’s database has 15.5 million home addresses. What makes Canada Post’s data special is that its tied back to demographics such as age, sex, education and household income. This lets potential advertisers choose to send content to the right people, within the right demographic, and in the right region for the message to truly resonate. Plus, Canada Post has an online tool to help make it happen.
Direct mail may be a century old technique, but with this type of targeted segmentation, it should still be included in a marketer’s toolkit. By blending census and other consume data, the national carrier is able to engage through direct mail the way many marketers engage through social advertising.
3. Amazon Product Recommendations
Amazon has monitored every purchase made by every user since 1994.
Then in 2002, the online marketplace started providing recommendations for consumers based on insights like past search activity, previous purchases, and what other customers who made a particular purchase bought in conjunction, and how well these products are reviewed.
With more than 14 years of data, the product recommendations are nearly perfect. Fortune Magazine called this Amazon’s secret in 2012. Today we just call it big data analytics.
As of January, Amazon reported that it has more than 244 million active users and its sales have grown by at least 20 per cent for every year in the past decade.
Another feature of its product recommendations is the deal-of-the-day emails. Amazon users receive push notifications of sales for products the website decides are relevant to that specific user.
Learn how to track customers on social media with our Guide to Social Media Monitoring.