RECENT VOTING RESULTS IN THE U.K. AND THE U.S. CAUGHT POLL; STERS OFF;GUARD. Yet, to those in the business of leveraging online data the events were
predictable. Here is why, and how you can
make the new age work for you.
Most of us agree that e-commerce is
changing our industry and creating a lot
of potentially valuable data,
but if you ask around, not
enough of that data is being
shared or used effectively.
Most of us feel that we
could be more successful if we had better insight
into the factors affecting
our business. The concern
is that over the next five
years, insights and power
will flow to where the data
sits and ultimately there will
be winners and losers.
Winners will have negotiated insight
into their partners’ operations, sales and
customer information, and built meaningful shopper-centric experiences. Winners
will understand why e-commerce carts
are being abandoned and what can be
done about it. They will be in control.
E-shopper marketing leverages data
and intelligence to understand buying
behaviors across different channels, but
also layers on multi-variate online testing to learn and execute in real-time. This
approach creates highly personalized
customer experiences and delivers profitable, performance e-commerce.
Customers now expect an experience
that accommodates them and caters to
their needs and interests. If we do not
personalize, we risk losing them to com-
petitors that pay attention to them, and
can anticipate their needs.
Recent election results suggest that
psychometric targeting and multi-variate testing is becoming an increasingly
important approach to identify whom to
engage with, whom our best customers
are and the messages that are likely to
resonate with them and get them to take
Retailers collect an immense amount of
data, and all CPG brand managers express
an eagerness to collaborate and leverage the data for mutual benefit, even if
it costs more. It has been difficult to construct a model for sharing data that works
for both sides, and data sharing is increasingly legally challenging as well.
Vantage carves out a niche for itself as
a “little data Switzerland” sitting between
retailers like Walmart and CPG vendors
like Kimberly-Clark, helping each party to
safely and legally collaborate using data
without sharing it.
Working together, there is an oppor-
tunity to test and measure consumer
responses to thousands of versions of ads.
Understanding consumer behavior helps
brands and retailers collaborate to deliver
meaningful personalized experiences
that strengthen customer relationships,
stimulate brand loyalty and significantly
When retailers and CPG brands collaborate to drive e-shopper marketing, they
open themselves up to new insights that
can be used to deliver 1:1 customer experiences. We see measurable growth and
truly understand what levers help drive
their businesses forward.
Benefits of collaborative data relation-
Ability to generate insight and turn
Access to new sources of data,
insights and revenue with minimal
insight into action;
Achieving measurable business
growth and brand-building
leadership online; and
Ability to understand and quantify
what levers help drive your business
Vantage is demonstrating that safe,
secure, collaborative use of data and multivariate testing of psychometrically segmented messages can help CPG brands
and retailers investigate and understand
The short-term goals are to grow carts
and increase frequency of purchases,
but more importantly to increase loyalty through more meaningful customer
experiences. We need to establish legal,
safe, secure, collaborative ways to personalize e-commerce and drive measurable business growth through meaningful experiences.
USING DATA TO YOUR ADVANTAGE
Retailers and manufacturers can learn from Trump, Brexit and the advent of hyper-personalized programmatic ads.
By Aran Hamilton
Aran Hamilton is president of
Vantage. He can be reached at
firstname.lastname@example.org. Understanding consumer
behavior helps brands and
retailers collaborate to deliver
experiences that strengthen
stimulate brand loyalty and
significantly increase sales.