An analysis of a client’s mail campaign revealed that almost 40% of new customers came from other sources of traffic, such as TV, internet, storefront drive-by, or referred by a friend. The big challenge for marketers is that sales are usually attributed to the last-touch channel, but this is too simple a data point for today’s multi-channel, multi-touch world.
To overcome the challenge, we match as many interactions as possible to unique keys: direct mail key code, email, phone, cell phone, first/ last name, address, zip code, device id, internet visit (GCLID and UTM). We have the most access to unique keys, giving us unmatched match rates for attribution. Plus, when we can’t match a specific interaction, we can often connect the dots using the profiles of similar people. This means that you know exactly which combination of advertising tactics is working.
Here’s an example of where data, technology and content come together to create an unparalleled marketing opportunity. Let’s say you’re running a telephone lead generation campaign… it could be comprised of radio ads, paid search, display… or any other channel. Now imagine this.
The phone rings in the call center and even before the call is taken, it’s assigned a rank of 1 to 10. How is that possible, you might ask. Well, within micro-seconds of the call hitting the switch, the phone number is bounced off a database that matches the phone number to a household. Now, the consumer information can be evaluated and scored by a predictive model. That is very useful when call volume is exceeding capacity, and you’d like to make sure the best leads are given priority.
What’s more, this technology will not only prioritize the flow, but allow you to send the best calls to the best agents and the others to less-capable agents or, perhaps to people who take messages for return calls from the good agents. And that’s not all. This technology can call up different scripts promoting different price points can be deployed to leads, depending on their score. And what about the lowest-scoring leads? You could sell and transfer them to a partner – in real time – without ever having taken the call. What a great way to self-liquidate your ad spend and maximize the efficiency of your call center!
Oh, and by the way, we can apply a similar approach to online landing pages. We match IP to zip code, screen resolution, screen size, and other device-specific data points to provide a preliminary or remarketing score that considers time on site. We take data from millions of page views and distill a predictive score from that data – even before it’s linked to an individual customer – which means we can customize the user experience much earlier in the sales funnel than would otherwise be possible. In the case of paid search, we know even more. The combination of GCLID, UTM and phone number allows us to track attribution from initial click to final click before purchase or hand-off to an agent. Our integrations with popular Ecommerce platforms means you know exactly who’s vising your website.
Programmatic nurturing is an extremely effective way to deliver follow-up messaging by direct mail to prospects or 1-time buyers who are a good fit for the product, but aren’t looking to buy right now.
As email inboxes are increasingly flooded by promotional messages, USPS boxes are becoming more and more empty… increasing the impact and open rates for follow-up promotions. Digital printing enables the mail to be sent on specific schedules or in response to specific triggers (e.g., a former prospect or 1-time buyer visits your website)
What’s more, the letters can be customized to address the trigger (e.g., “we noticed that you recently visited our website”) or circumstances specific to the initial inquiry (e.g., “sorry we weren’t being able to schedule a convenient time to discuss your home remodeling needs”). Letters can focus on a variety of topics, such as product updates, incentives, and general tips or advice. The goal is to maintain brand awareness so when they are ready to buy, you are the first one that comes to mind.
Superfast Landing Pages
If it takes too long for your website to load when someone clicks on your ad, they’re more likely to give up and leave your website.
This unwelcome behavior can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. That’s why you want to make sure your landing page load time is up to speed.” – Google Help File
If we determine that load times are negatively impacting your AdWords campaign, we can build a mirror landing page on a dedicated site that provides super-fast load times and creates no SEO/duplicate site issues. In one recent A/B split test, the Super-Fast Landing Page generated 232% more conversions than did the legacy site.
Retail Site Selection
So why does one existing location soar while a second “identical” location struggles? At first glance, both may show similar population density and demographics. To answer this question, we dig deeper, considering competitive issues, drive time, daytime population, residential population, market cannibalization and more.
There are several reasons sales can be slow. Sometimes the problem is lack of advertising—a store is not well known in the area. Or, it could be a marketing problem—a store has different psychographic targets around its location, so the creative message requires adjustment. Perhaps the problem is cannibalization—a store finds itself with much of the target psychographic within its trade area closer to another store.
Once we have this information, we use it to offer a clear, actionable advertising and marketing path to maximize profitability for both stores.
Got an underperforming retail location? We’d love to take a look!