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When it comes to properly marketing to your customers, data is king. Armed with information regarding who is buying their products, from where and why, companies can make smart decisions about how to continue marketing to this audience and how to try marketing to any new ones they might want to reach. But if you’re not collecting the right data, or if you’re not collecting it in the most effective way, an overload of information can actually be more harmful than helpful.
To ensure you make the best use of your resources and time when collecting consumer data, the business leaders of Rolling Stone Culture Council have a few ideas that can help you succeed. Here, they discuss their insights around how to better coordinate consumer data collection so it’s actually useful to you and your team, as well as their best tips and tricks for doing so.
Leverage an Award or Status System
Creating an award or status system for customer engagement effectively drives participation and segments data. It naturally segments customers into different levels, like silver, gold and platinum. This not only enhances customer loyalty and community building but also provides invaluable insights for data-driven decisions. This method also allows you to identify your biggest brand advocates. – Calvin Rasode, Brains Bioceutical Corp
Centralize Your Data and Standardize Your Processes
Establish a centralized data repository and standardized data collection processes. You create a unified and comprehensive view of consumer behavior by consolidating data sources into a single, organized system and ensuring data is collected consistently across different touchpoints. This makes data analysis more efficient for your team, leading to actionable insights and informed decision-making. – Kristin Marquet, Marquet Media, LLC
Use Email or Subscriptions for Collection
I’ve found that utilizing methods that connect the fans closer to the artist usually makes them feel more rewarded and in tune. Using strategies like email collection or monthly subscriptions are great for knowing where the target fan base lies and learning more about the core marketing demographics. – Chris Bianchi, CB Entertainment
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Build a Client Feedback Portal
We have created a custom portal to give clients the ability to add their feedback to the work we have done. We take that data and review it weekly to ensure that we stay proactive and can serve our clients better. – Kice Akkawi, Treblemonsters
Focus on Precision Over Volume
To enhance consumer data collection, focus on precision over volume. Define clear objectives, employ targeted surveys and use user-friendly interfaces. Regularly refine strategies based on evolving needs. Quality, strategic data trumps quantity for actionable insights. – Todd Boren, Alpen Group
Think Less About Ads and More About CRM
Invest more in customer relationship management and less in advertising. Amazon’s average revenue per user (ARPU) for its retail media network is a key metric that demonstrates the value of its Prime members. In 2021, Amazon’s US ARPU for its retail media network was nearly four times Instacart’s and close to nine times Walmart’s. Amazon knows its customers better than they know themselves. – Igor Beuker, Igor Beuker
Get Specific With Your Sorting
Sorting is my favorite. This way, whatever you need is there — whether it’s date, volume, country, category, clicks or shares. There are so many ways to slice data. I use Microsoft Excel and not a Google Doc (for IP reasons), and then share with an internal data link. Remember, companies are now buying other companies for data more than for the actual products or services they offer, from my experience. – Susan Johnston, New Media Film Festival®
