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How to Incorporate Zero-Party Data Into Holiday Campaigns

With the holidays right around the corner, brands near and far are gearing up to promote their holiday campaigns in an attempt to capitalize on the season of gift-giving.

For many marketing professionals, the holiday season is thought of as the make or break time of year for a company to end the calendar year on a high note from a profitability standpoint. As such, it is recommended that holiday marketing strategies use a thoughtful, data-driven strategy to achieve success.

What is a Data-Driven Strategy?

Simply put, a data-driven strategy seeks to optimize conversions, sales, or engagement based on the information they already know about their customer. In the age of consumer analytics and tracking the digital footprint of customers, holiday marketing strategies have become more targeted and intentional.

To sum it up, the strategy is driven by the data they have in hand.

Why Are Data-Driven Strategies Effective?

When a consumer receives an ad, email, or any other type of media generated from a data-driven strategy they are likely to be excited about the message within the campaign. This is because this personalized campaign was served to them as part of a strategy that considers their interests and patterns of behavior.

As consumers, when we have a positive experience we are more likely to convert. When ads are supplied to us that are consistent with our interests, hobbies, and patterns, the better experience we have. The better experience, the likelier conversion.

Conversely, for the holiday marketers out there, many of whom are throwing a lot of money against media dollars, having a data-driven strategy helps drive a better conversion rate. When impressions convert more efficiently, sales are being driven up at a higher rate of efficiency than a non-data-driven approach.

Ultimately, a data-driven strategy can be a win/win when done right.

Preparing a Data-Driven Strategy During the Holidays

A holiday campaign shouldn’t deviate too far from a standard data-driven marketing strategy. It should possess the same strategic framework and process. Keep in mind the six core steps to building a successful data-driven marketing plan:

- Define your goals
- Define your audience
- Research the data
- Determine your marketing channels
- Serve content
- Track performance

A good holiday campaign will take into account creatives that meet the expectations of the viewer, and enhance their experience at a time where they are more likely to convert.

Keep in mind that a data-driven strategy doesn’t happen overnight. If you’re interested in utilizing a data-driven strategy this holiday season, get in touch with Klover immediately. We utilize a unique, zero-party data platform that is sure to help facilitate a successful performance this holiday season. Keep reading to learn more about our unique approach.

Tips for Your Data-Driven Holiday Campaigns

Here are a few things to keep in mind as you’re considering a data-driven strategy for different digital marketing platforms this holiday season:

Email: While open rates have long been the focus of email analytics, engagements are becoming increasingly prioritized, especially on the heels of Apple’s recent privacy protection update for their email platform. Although open rates will always be an important metric to report on, engagements offer marketers the opportunity to build better loyalty between the consumer and the brand. Utilize creative content like digital interactions to help personalize the experience for your readers, and let that be the vehicle by which you’re assessing email success, and collecting data.

Social Media: Utilize social media to boost your cross-channel marketing. Give your customers and potential customers the feeling of being “all over the internet.” An example of a way to implement this is by taking the data of your highest-performing customer segment from Facebook, and applying those same segmentation strategies to the other social media platforms (I.E. Instagram, Twitter, etc.) As a marketer, you will find this optimization to be favorable to you as repurposing creative content from a successful consumer base becomes much easier when you’re targeting the same group in an integrated cross-channel strategy.

Measuring the Success of a Data-Driven Campaign

Ultimately, the success or failure of a data-driven strategy around the holiday season is in the conversions, brand awareness gained, and profitability of the campaign(s). All of these critical metrics can be granularly tracked and honed throughout your data-driven holiday campaign.

To make your life easier, try utilizing Klover and our zero-data approach. Zero-party data is information that your customers and potential customers willingly provide, which allows the brand to be more personalized in its campaign approach.

This ethical way of collecting and leveraging data through our 256-encrypted model is both transparent and secure. Moreover, the closed-loop attrition approach Klover utilizes allows brands to see the return from their campaign in real-time. During the holiday season, which only lasts two months or so, this feature is critically important to making informed decisions to tweak your campaign in a way that optimizes performance.

So as we race towards the holiday season, consider using Klover as a partner for your data-driven holiday campaign. In the season of giving, give yourself a chance to deliver optimized, thoughtful advertisements to your customers, while retaining the ability to track campaign performance in real-time.

Email info@joinklover.com for more information.

Josh Lamb
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