Topics: Marketing Measurement, First-Party Data, Contact Strategies

Is There Marketing Gold Hiding In Your Customer House File?

Is there Marketing gold hiding in your customer house file?

DTC brands, you are on the home stretch! Black Friday and Cyber Week are behind you and there are just a handful of days until you can enjoy the holidays and breathe a sigh of… frustration as the return season begins? 

It’s been a rollercoaster couple of years for DTC marketers. Anticipated busy seasons and fickle consumer shopping behaviors aside, the unpredictable market-shifting events of the past 24 months have delivered blow after destabilizing blow to marketers attempting to deliver sustained growth for their brands. 

First-party data has become the darling of marketing strategy discussion, especially as the ongoing stream of policy changes, kicked off by the introduction of Apple’s ATT, are increasingly restricting access to third-party data and ID tracking. One notion that has sparked no debate across the industry is that brands need to make collection and activation of first-party data a top priority in this new environment. 

As we talk daily to marketers and executives at DTC brands, we’ve learned that many of you are unaware of the gold mine of valuable data that already exists within your customer house files. We’re going to spend the next few months showing you how to bring those insights and opportunities to light.

While the holiday shopping season is a chaotic time for DTC marketers (to put it mildly), it’s also the time when contact lists grow fat with new data as people shop around for everyone on their lists. Now is the time to build a strategy to activate all your first-party data, old and new, to deliver growth opportunities all year long in 2022. 

We recently hosted another incrementality Insights session to discuss how DTC brands can use data from customer house files to optimize contact strategies and reveal new opportunities for revenue growth.

During the webinar we explored:

  • How to uncover new opportunities for growth from your house file.
  • How to decide which customers are worth retargeting.
  • How marketers use CRM and CDPs (and how they’re different).
  • Several examples of how DTC brands are using customer reporting today.
  • How to align your total media budget to achieve customer retention and acquisition targets under different financial margin/growth scenarios.

Access the Incrementality Insights video here

The team at Measured has been committed to sharing any guidance we can to help brands navigate ongoing turbulence across the media industry. Whatever the future holds, we won’t stop being a source of valuable insight and expert advice to ensure marketers can make confident decisions about the future.

Did you miss out on this or previous Incrementality Insights sessions covering topics like solving Facebook measurement, the ongoing impact of Apple iOS 14.5+, or how to uncover incrementality using geo matched-market experiments? 

Access them on-demand

About the author

Trevor Testwuide

Expert in business strategy and marketing measurement.

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