Why Real World Data Enrichment Is Crucial In E-Commerce Audience
You know that the era of hyper-personalization is well and truly here when 80% of consumers say they are more likely to make a purchase from a brand that offers personalized experiences. E-commerce has remarkable potential as well as the technology to customize and personalize everything for each customer – from store experience to promotions and from advertising to recommendation engines. But to achieve such a deep level of personalization, e-commerce brands need to be cognizant of each consumer far beyond the realms of his or her interaction with the e-commerce marketplace. Which is where Real-world data helps in developing rich user profiles that enable hyper-personalization at every level.
Bridging the data gap with real-world insights
Despite the urgent need for audience insights that cover both physical and online realms, most e-commerce brands still heavily rely on consumers’ online behaviour or offline primary research that has a minuscule sample size. What is worse is that these insights are often considered in silos, thus revealing only part of the consumers’ story. When e-commerce companies base their marketing and business strategy on consumers’ online behaviour or real-world insights from a small sample size, their strategies are not as data-driven as the age of hyper-personalization demands.
Mobile-based audiences enrich the consumer profiles that e-commerce brands already possess, with insights about the online and offline personas. These insights include lifestyle needs, behaviours, frequent locations, brand affinities, frequently used apps, frequently read content and more. Such rich audience profiling allows e-commerce brands to tailor marketing & communication, measure user engagement and marketing campaigns, and enhance web store experiences.
The true impact of real-world audience data enrichment
Real-world audience data enrichment promises a three-fold impact on e-commerce businesses –
- A deeper understanding of current and potential consumers – using real-world behaviour and locations in combination with online behavioural insights that e-commerce brands already own
- Hyper-personalized UX – by placing the right product categories at the right place at the right time, in web and mobile stores
- Hyper-personalized marketing – by drilling down to individual consumers and their preferences and affinities
Real-world audience data enrichment in action
A high-end e-commerce brand wanted to understand and enrich their buyer persona with deeper audience insights; as well as hyper-personalise their campaigns to boost their online sales.
With real-world data at their fingertips, the brand got a holistic view of their audience and discovered more than what meets the eye. With deep audience insights on behaviours, affinities, interests and intent, the brand identified and activated their potential buyers, which, in turn, resulted in better ad campaigns targeting. Ultimately, the brand saw an increase in online sales by 19% during the 30 day campaign period. Thus showing the power of real-world intelligence in audience profiling.
Are you ready for the revolution?
In a world of hyper-personalization, real-world intelligence is clearly ready to revolutionize e-commerce with 360-degree audience insights. A world of possibilities awaits e-commerce companies that are ready to take the plunge. If you happen to be one of them, why not get started with a free trial?