Why Data Control Is Crucial for Marketers (With 3 Use Cases to Prove It)

Personalizing the customer experience requires marketing that evolves with customer preferences and needs. To achieve this, marketers need direct access to customer data and the flexibility to analyze, manipulate, and activate it - at all times.

The Big Picture:

Optimove's Data Studio gives brands complete control over customer data, allowing marketers to drive deeper personalization, increase campaign relevance, and unlock new marketing use cases with full independence.

Empowering Marketers with the Data Studio

Marketers can gain invaluable insights from customer data, whether it’s from analyzing purchase history, website activity, or engagement patterns. However, extracting meaningful insights requires more than basic segmentation. For example, what is a customer’s favorite product? When is the best time to communicate with each customer? Which customers are overusing promotions? Marketers need the ability to explore and experiment with their data to deeply understand their customers and find the answers to these questions.

Rather than waiting for IT support or complex workflows that stifle creativity and delay campaigns, the Data Studio empowers marketers to unlock these insights and activate their data in no time.

So, what can marketers do with the Data Studio? There’s a range of things, including:

• Create custom data points for segmentation by manipulating customer data to fit unique business needs.
• Ingest new data into Optimove with complete independence to unlock new marketing use cases.
• Control visibility of data within Optimove, ensuring that only the most relevant data is surfaced for marketing initiatives.

Optimizing Campaigns with the Data Studio

Let’s explore three use cases of how to use the Data Studio to level up campaigns:

Use Case #1 - Optimize Promotional Budget by Analyzing Discount Allocation

Incentivizing customers to place more orders with discounts is a go-to strategy for increasing engagement. To keep track of how often customers purchase discounted items and investigate the impact on the promotional budget, use the Data Studio to leverage data on how much customers are spending in relation to how much they spend on discounted items to analyze customers’ discount ratio. Then, use this insight to focus promotional budgets on customers with a higher discount ratio.

Use Case #2 - Personalize Marketing According to Loyalty Tiers

A tier-based VIP program can incentivize customers to spend more by offering more enticing rewards as they reach different levels. Using the Data Studio, marketers can set up their own criteria for each Loyalty tier using any data point in Optimove, such as categorizing customers based on their Lifetime Value (LTV), how many orders they make, or how often they have visited a brand’s website.

Once marketers have set up their tiers, they can send personalized campaigns accordingly, for example:

• Gold Tier Campaign: Here’s a 20% voucher for being a Gold Tier customer
• Silver Tier Campaign: Spend another $100 to become a Gold Tier customer
• Bronze Tier Campaign: You’ve just become a VIP customer! Here’s a free shipping code as your first reward

Use Case #3 - Identify a Customer's Favorite Product

A customer’s favorite product is a valuable insight to leverage for personalization. Whether a marketer considers a favorite product to be one a customer has spent the most on or the number of items they bought the most frequently, they have the flexibility to create either data point for segmentation.

This versatility in defining a customer's favorite product allows marketers to tailor their campaigns with precision, ensuring that messaging resonates on a personal level and drives higher engagement and loyalty.

In Summary: Data Control and Personalization with Optimove

Optimove’s Data Studio gives marketers complete control of their data, enabling agility and greater creative freedom. Simplifying data management and customization gives marketers the independence to explore new strategies and unlock deeper personalization without waiting on technical resources.

For more insights on Optimove’s Data Studio, contact us to request a demo.