Which Commerce Metrics to Use and How to Gather Them
When it comes to building a company, your customers are your biggest asset and should be treated like so. A lot of data can be collected for businesses who want to better engage customers and increase profit. This information can teach businesses a lot about their customers and be used to better serve them. In this article, you’ll get ideas on ways you can collect this information and act on it for the better of the customers and the busiensses, building a win-win relationship.
Automated marketing is the principle of using customer information and behavior data to engage the customers with the best content at a time when they’re ready consume it. Many large corporations in retail, casinos, hotels, and other industries already employ some of this technology to entice us to consume more of their products and services. It’s also the reason why you will have a completely different experience compared to say, your grocery store or pharmacy down the street.
For online businesses, customer and behavior information is either readily available for use or with some simple steps one can start collecting such information. For businesses that can identify a customer logging in, one can track every interaction the customer have. Retailers, apps, banks, insurance are some industries that usually encourage customers to login into an online portal.
The information that can be collected includes: the last time someone logged in, what pages have been visited, and what actions have been taken (and which ones have not). For organizations with products, using recency, products and categories purchased, time to sale, and re-order frequency are a few commerce metrics worth using in your content strategy. This information can be crucial in determining the right messaging and timing to encourage customers to follow a sequence of steps ideal for the business.
For businesses without an online portal, there are other ways to collect crucial information. A simple way is to encourage customers and visitors to give more information about them once they hit a certain page or ask for specific content. Email of course is necessary to communicate, but the information one ask should not end there. To provide a better experience, businesses should ask for their preferences: products, information, frequency of emails, buying time frame and other relevant information. One can find 3rd party data integrators based on emails or based on shipping zip code. One must create an interactive balance to obtain information that can be used to better serve the customer.