How to Use Data-Driven Marketing to Boost User Engagement 1

Introduction

In an age where the customer is king, and customer data is available for marketers through many campaigns, providing quality service, marketers only need to know where to look instead of feeling overwhelmed. 

Pooja Ravishankar from BigBasket and Anjan Bhojarajan share their wisdom about the tenets of Data-Driven companies. 

Creating Value from the Valued Data

For a company like BigBasket, which caters to more than 1 million customers monthly, data is a treasure trove. Although acquisition might be relatively easy in the age of digital media, retention is a challenge. Thus, data from customers become useful when utilised for customer satisfaction that remains unparalleled for the latter. 

In this scenario, using data to make products that get the customer back is to a company’s advantage. An example would be the feature of SmartBasket on the BigBasket App that predicts and suggests from earlier purchases in your grocery list. This is effective and engages the customer to use the app because of time-saving and convenience. 

Moreover, using recommendations based on personalised items on the customer list helps to market more products, including when the customer premiums. ‘Precision’ and ‘Recall’ tools help understand the customer’s engagement with the recommendations strategy. A good percentage indicates that it is working for your business. 

Customised Marketing is Key

Personalised communications help the business to stay relevant to the customer. A simple and free communication touchpoints like personal notifications, emails, and even banners keep the customer in the loop. This happens using a segmentation engine based on products purchased and/or visited by the customer. 

Segmenting customers into different groups helps companies to stay relevant to the customer and meet their needs accordingly. For example, knowing the customer’s propensity to buy on the app, i.e., whether it’s their first order or second order and so on, helps create communications that are personalised to them through touchpoints like emails and notifications, as mentioned earlier. 

A Few Basics to Keep in Mind

Knowing the key metrics to track is the need of the hour. The data is available, but how you crunch and interpret the data is the more relevant aspect of marketing today. The marketer needs to listen to the customer. The customer knows best about their needs at the end of the day, and valuable insights and data are shared through channels like customer services and based on the same, some action plan can be started. Moreover, understanding the product being offered, the marketer has a window to evolve the product based on customer needs and recommendations, i.e., the marketer plays a unifying role between product, management, and sales. And, of course, stay relevant by constantly learning. 

Use of Personas 

HealthifyMe is basically the biggest calorie-tracker. The data comes from customers through their inputs of diet plans, food logs, etc., and translated into an Artificial Intelligence-based Smart Plan. People are diverse, and so are their individual choices. It is important to know the individual user and their persona to give them back through their own data something unique yet streamlined. For instance, HealthifyMe uses simple details such as their age and lifestyle choices to address the calorie needs, deficit, and exercises that the app can recommend for optimum health. Even so, there can be as many variables as the cells in the human body. Therefore, the marketer needs to know the variables they need to market their app and satisfy them.

Unlocking Variables, Unlocking Potential 

Once the variables to be used are identified, it is wise to not exhaust them altogether. Not only will the customer feel bombarded with requests, but it will also impact the business as nothing new can be used to retain the customer. For example, HealthifyMe does not use all of its variables at the same time. Instead, it uses relevant information to board the customer on its application and makes the process convenient for them one day at a time. 

Moreover, unlocking variables to promote up-gradation and exclusive and premium offers helps both the client and the business, as the former knows they are ready to commit. For the latter, business is generated further. 

Staying Relevant 

Algorithms and data work to engage and retain customers. However, much like seasonal fruits and vegetables, the algorithm needs to be updated to meet the behaviour of its customers. For example, BigBasket ensures that a customer who bought mangoes previously can see the item in their recommendations when the fruit comes in season. Similarly, HealthifyMe recognises that the new year brings with it resolutions of a healthy ‘me’, and thus, at that time, their team rolls out offers such as free consultation with a personalised coach. Moreover, the audience matters. What is relevant for one demographic may not be relevant for the other in terms of marketing, even if the product is the same. 

Goals Matter, Even in Segments

Every segment of the Internal Marketing Strategy needs to be clearly defined. The role of each segment is not always monetisation but to have an enjoyable user experience. Therefore, the definition and goal of the segment take priority over all else. 

Data-Driven Marketing is about the people who share their data with your business at the end of the day. Therefore, user engagement is directly related to the experience the user has on your platform. The knowledge is out there, but the marketer’s job is to use it to create a world for the user that they want to come back to.