When was the last time you went for a run without immediately checking your pace after? How about the last time you logged into Netflix or opened up Spotify without being recommended movies or songs based on your specific taste? Do you wear a smartwatch that constantly reminds you to stand up or take a few more steps? While the amount of data can seem overwhelming, if used correctly—and smartly—this information can bring about positive change and help us make more informed decisions.
Positive change? From being obsessed with my own data? Think about the above examples. When it comes to exercise, tracking our mileage on the treadmill, the number of calories we burn on the Peloton, or even just checking in to see how we’re trending toward the recommended goal of 10,000 steps each day, we’re probably not hoping to see these numbers go down week after week.
Staying tuned in and having this information recorded to look back on can be extremely motivating and make us better, faster, stronger. Toss in some friendly competition from platforms with leaderboards where you can connect with friends, like Strava (who boasts having six new cyclists sign up every 60 seconds1), and you have the perfect recipe for gamifying your exercise and pushing you to build healthier routines. All thanks to your personal data.
But it’s not just athletic and fitness spheres benefitting from all of this information. Thanks to advances in technology that can aggregate and leverage all of this data, we are surrounded by more data, across more industries, than ever before. We can track everything from our shopping habits to the amount of time we spend on our phones each week. But just because brands are able to access and store all this data doesn’t necessarily mean they all know how to use it effectively.
At ERGO, that’s the name of our game: we harness the power of consumer data to deliver personalized, 1:1 experiences across the entire email journey. And we have the results to back it up. A 2020 year-end wrap-up for one of our financial clients, which shows customers their spending habits over the last 12 months, saw a 45% increase in CTOR (11.90%) compared to benchmark and a 43% increase compared to the previous year’s wrap-up. This shows us that our constant push to advance our personalization and identify additional data points proves to be successful.
Year-end wrap-ups are great and obviously resonate with consumers, but what about the rest of the year? Outside of a well-thought-out and accessible visualization that looks back on habits, consumer data can help to drive future content as well. With our Personalization App, we’re able to use data to learn a little bit more about each of our recipients and can then tailor the next step in their journey to their individual interests and needs. With every touch and every data point, the content becomes that much more relevant and we’re able to serve up the next best message each time.
For our travel partners, this might look like working to reimagine broad, “one-size-fits-all” customer journeys as personalized trips with clearly defined benefits that consumers can individually select. And we’re doing just that. By tapping into user-level data for a travel agent client, we’re able to predict when their customers are going to travel, and their preferred type of trip or destination, so content can be tailored to their specific mindset. We can even determine how comfortable people are with traveling given the current atmosphere.
Before diving right into the data pool, though, two things must be remembered: 1) you need to make sure you’ve built a solid, trusting relationship with your consumers before demanding they hand over information; and 2) not all data is created equally and not every stat is useful.
Using data as content just for the sake of using it isn’t going to get you anywhere with your consumers. The ultimate goal should be to help make your consumers’ lives better. To do that, you have to identify what information is useful in either teaching them something about themselves or in helping them to reach a more informed purchasing decision.
Ready to get more out of your data? Get started by asking us how ERGO and our Personalization App can help your brand deliver engaging, data-driven content that’s proven to move the needle.