Why are we now reselling Fresh Relevance’s personalisation capabilities

Why are we now reselling Fresh Relevance’s personalisation capabilities alongside UniFida’s customer data platform?

One of the key uses of a customer data platform is to ensure that decisions made about how and what to communicate with each individual customer across any channel are based on one consistent single customer view.

UniFida’s customer data platform provides the single customer view, combining both online and offline data, and we have partnered with Fresh Relevance to use this for website and email personalisation.

So, what does this mean in practice?

Let us provide some quite simplistic examples (we are sure that you will be capable of creating some much better ones):

One of your dormant customers, Mr Smith, is browsing your website and we recognise him from his cookie ID, or because he provides an email address; Fresh Relevance has already been provided by UniFida with detailed information about Mr Smith’s past purchases, and can use that to remind him that he often prefers category ABC. And it does this in combination with a valuable offer should he decide to reactivate himself after not ordering for so many months.

Another customer Mrs Cook has filled her basket on several occasions but never gone as far as making a purchase on line. UniFida knows that Mrs Cook is in reality a good customer who normally orders by phone. The website, powered by Fresh Relevance, then offers Mrs Cook the opportunity to chat to an agent, and to turn her basket into an order having discussed her potential purchase with one of your agents, who understands when chatting to her what she has liked to purchase in the past.

In a third case you decide to reward previously loyal customers who have not so far ordered this season. UniFida knows how much Mr Jones usually spends at this time of year, so Fresh Relevance can personalise an email that gives Mr Jones a discount based on his previous season’s spend. In this way the loyalty bonus is only offered to customers who have not ordered, and not wasted on those who have done already.

In reality there are thousands of different ways in which an experience personalisation tool like Fresh Relevance can work with a customer data platform like UniFida. The only limitation could be your fertile imagination’s capacity to come up with much smarter ideas.

What we like to do is to put these tools in your hands, so that you can experiment and find out what really works best for your customers. One thing we do know is that personalisation, when truly relevant to an individual customer, works wonders for your sales.

If you would like to talk more about personalisation and how to implement it for your business, please get in touch!

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Why your own first party data is so important?

There are many reasons why this is the case, but your recognition of it may be at risk of being drowned out by the clamour of people selling recruitment media, particularly digital and programmatic media.

To us the case for first making best use of your own customer data trumps all other media purchase decisions, and for very good reasons:

– it’s free and uncontrovertibly yours (as long as it’s properly permissioned)
– it allows you to develop very personalised relationships with each of your customers, and hence unlock as much value as is possible from them
– it can help you understand what is really driving your new customer recruitment, particularly when multiple online and offline channels play a part in your recruitment marketing
– it can support your overall business planning based on understanding the longer-term value provided by each customer segment

To allow you to obtain that customer value you need to ensure that your single customer view contains all your customers’ online and offline behaviours, linked by all the available personal identifiers.

You also need marketing technology that joins all this together, so that there is one complete version of the truth about each customer that can be used by all your marketing applications.

This is why we suggest you need to consider installing a customer data platform or CDP.

To help develop an understanding of what a CDP can do for your marketing we have written ‘The Marketers Customer Data Platform Resource Book’; and this is now available free as an e-book.

David Raab, Founder of the Customer Data Platform Institute, wrote of it ’This concise introduction provides clear answers to CDP questions. It will help many marketers and their technologists take the next step in their CDP journey’.

If you are thinking about possibly taking the next step, then please download your free copy of our booklet “The Marketers Customer Data Resource Book“.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.