Data-Driven Marketing in Crisis: How to Use Data to Turn Your Strategy on a Dime

Originally published in Advertising Week 360.

In a flash, COVID-19 transformed business as we know it and forced marketers to learn a hard lesson. Amidst the recent global crisis, along with constantly evolving consumer preferences, external disruptions, new technology, and more, e-commerce brands need to be able to adapt – fast.

How can your business effectively and confidently revolutionize your plan in the face of today’s rapid speed of change? In an article featured in Advertising Week 360, Whereoware’s VP of Customer Success and Marketing, Randi Mohr, offers her expertise on how to pivot and crisis-proof your digital strategy by placing your data and customers at the epicenter.

“Stay laser-focused on your customers. Turn your strategy on a dime by using data to understand your customers’ current context and proactively respond to their needs. Provide relevant value at every turn. Then, measure the results of your efforts to tailor your strategy ongoing,” she advises.

For a data-driven and customer-focused digital strategy, Mohr recommends:

  • Personalizing your promotions. Develop a nimble campaign calendar that adapts to customers’ continuously changing whims, interests, and needs. Combine search trends and website analytics to pinpoint what products or product categories are resonating and growing in popularity. Use these findings to better inform and personalize your promotional plan.
  • Optimizing your multichannel approach. Refrain from going on autopilot by staying attuned to evolving customer preferences and channel engagement. Use valuable reporting tools, such as Google Analytics’ channel report, to understand which channels are driving website traffic, what webpages are frequently visited, and how impactful your content is. Regularly analyze changes and compare year over year to establish benchmarks, uncover trends, monitor growth, and adjust accordingly.
  • Embracing marketing automation. Leverage highly targeted and behaviorally triggered automated campaigns, such as a welcome or abandoned cart program, to do the heavy lifting for you. Strategically build your campaigns with evergreen content, but continuously revisit them to assess for off-course themes, untimely promotions, and insensitive messaging. Employ business intelligence (BI) tools to automate reporting, gain valuable insights, and help you make informed, data-driven decisions.

Visit Advertising Week 360 to read the full article and discover how to achieve an agile, data-driven, and customer-centric marketing plan.