When it comes to business data driving your campaign targeting, we think there is no “one size fits all” approach. Because your business is different, your goals different, we look at data not as a means to an end, but a way to support the goals of each of your campaigns and their targets individually.
With every data point you analyze, however, there comes an equally important insight into the way humans behave and engage with a campaign that no computer model or algorithm can understand – insights that only a human being with business experience and knowhow can pick up on when it happens. That’s where the Adworthy team comes in: to distill mounds of data, and the output of in-depth client interviews, into actionable insights about specific customer and prospect types that can accelerate and optimize the way you engage each audience segment.
While there are countless metrics and data points that marketers use to build customer profiles for both “lookalikes” and targeted messages, Adivore™ focuses on three key metrics to customize your campaigns.
SKU-Level Inventory Analysis:
Adivore™ integrates directly with inventory accounting systems to optimize which SKUs are being advertised in real time. Identified merchandise levels and margin analyses by SKU which combine your pricing models and discounting strategy to tailor messages to each specific audience you target. And we will build your campaigns to start/stop or reallocate funds based on your rules.
Customer Transaction Analysis:
When looking for new customers, the first place to look is at your current customer base and the transaction behaviors of those customers. Understanding what your current customers buy and building customer profiles around those purchase behaviors allows Adivore™ to refine the targeting and messaging for each prospect.
Social Quotient Analysis:
Understanding which customers are more likely to share or engage at a social level is a key attribute of lateral engagement – give someone a reason to share and then give them something to share! Adivore™ integrates data from multiple social networks and your customer sharing data to determine if a user type is likely to share deals or engage with content. The message sequences are then tailored to that user’s behaviors.
Performance data is collected during each campaign phase to refine both targeting and campaign messages. If the task at hand is to drive the highest levels of engagement, Adivore™ knows its job!