At the iMedia Commerce Summit in Nashville, Tennessee, Judith Hammerman, VP, national media sales at Connexity spoke with Lisa Bradner, EVP & head of commerce & shopper strategy, Starcom, about how Connexity's digital insights and activation platform can show you a 360-degree view of your consumers. By utilizing three core data sets, including 100 million monthly shopper profiles, this full-funnel discovery can lead your audience to purchase.
Here are the five ways Connexity can help:
Reach your target customers, even if they don't have a data footprint
Personas have gotten a bad reputation as of late. It can be hard to determine how to find the insights you're looking for, and then how do you scale them? Hammerman explained that even if you don't know a lot, you can still take what you do know, and build and learn from that info.
Say you don't have any first-party data -- where do you start? Bradner said that you should actually think of this as a huge opportunity to fill out a bigger picture. By targeting and engaging unique customer personas, you can reach both in-store and online shoppers, and separate the behaviors of the two.
Mine data and identify unexpected audiences
There are surprises to discover within your data. Bradner cited an example from when she was working with Lego, a group of consumers that no one was talking about -- men in their 30s and 40s, possibly unemployed and still living at home. These men opened up a whole new market for Lego, including conventions and more tech-based products.
Other examples include grocery stores, who must take a different approach now that many men are doing the household shopping; credit card companies, who have seen a segment of college students who put every fast-food and tech purchase on their cards, and pay them off each month; and car companies, who discovered that right before making a luxury purchase, many consumers are purchasing lawn furniture.
Hammerman asked, what can we learn from these discoveries? That expected demographics don't always match your true audience. For instance, according to Hitwise, 50 percent of people searching for beard oil are women, 60 percent of people looking for baby clothes don't have kids, and 39 percent of people searching for coupons have a household income over $100k.
Connect with audiences when they're in-process (and ready to buy)
Finding those people when they're "in-the-moment" is a feat in and of itself. The path-to-purchase is not linear, as we once thought -- pre-shop, shop and research, and finally, purchase. It's a much more nuanced, winding path.
What many do wrong is being fearful of missing the sale. Despite the temptation, you should refrain from putting purchase buttons on everything. The fact is, said Bradner, not everyone is in "buying mode." When on Pinterest, for example, a consumer may be leaning back passively, away from the sale.
So how can you understand these signals? It's probably clearer than you may think. For example, if someone is looking at a listicle "Top Golf Clubs of 2016," they're merely showing interest. However, if they make the choice to go on Amazon and search for one of these golf clubs specifically, they're leaning forward, and showing intent to purchase.
Find people similar to your best customers
The fact is that it's simple to make something complex, but it's complex to make a process simple. Finding your model customers goes beyond "lookalike" personas. Data sets come from a variety of resources, revealing your "high-def" audience.
Bradner cited an example from Kraft: They receive first-party data from their site, specifically people who are searching for recipes. But when it comes to second party data, it's a balancing act. They find new audiences from people pulling recipes from other sites, such as a Pinterest.
Add value with strategic partnerships
How can you, as a marketer, support the strategic partnership across vendors, required for success? Everyone in the ecosystem must understand and cooperate. Hammerman explained that we're all learning at this time, pushing for tomorrow's answers. And, as Bradner remarked, there are risks to only doing in-house and to outsourcing everything. It's about discovering what's best for your brand.