Marketers seeking the “nirvana” of mass personalisation can use data to effectively target and retain customers using a “fish, catch, keep” model, according to a senior Australian planner.
According to Richard Taylor, Senior Digital Strategist at Melbourne-based agency Spinach, marketers should be working towards delivering unique or highly personalised content at scale.
“The benefit of this is both for the business and the consumer,” he said at the recent Advertising Week APAC event in Sydney. “The value consumers get from the way their data is being used to provide them personal information, and from a business point of view, the insights that you get from your consumers.”
Taylor described his three-stage approach to this task as fish, catch and keep. (Click here to read more on these three steps to achieving mass personalisation.)
Fishing involves using data from existing customers to build a profile that informs the targeting of new customers. The most common example of this is look-alike audiences, often targeted through social media.
Catching involves attracting potential customers to a place where you can tag them – be it a landing page, entering a competition or signing up for a newsletter. This step is vital to identifying the customer, Taylor stressed.
“For a lot of our clients, especially retail ones, a competition is great. Everyone wants to win something. By gathering that email address, drop in a pixel, you’ve got that data, you can marry it up,” he explained.
“Scanning a device or loyalty card is another great way of doing it. We’ll put a barcode on the bottom of an email. We’ve got your device, we’ve got your email address, and we know when you’re shopping.”
Finally, the onus is on the marketer to keep the person – best achieved by providing personalised, relevant and targeted communications delivered over paid and owned platforms.
Spinach uses a data management platform (DMP) to bring together data from website usage behaviour, email, social media and interaction with ad units – along with data from more traditional mediums, sales data and store visits
Each interaction is collected and marked with a unique number, which is then married to email addresses and individual users to form a holistic view of the consumer and enable new segmentations based on behaviours.