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07/05/2016:  Bluewater Blog Series: How to integrate data?


integrate dataEveryone talks about data, why it’s good and what you should do with it. What about prospecting or acquisition campaigns? Can data be used for those? How can you integrate data and leverage that data to effectively market your brand?

In our last Bluewater blog series post ‘What is customer data,’ we discussed how utilizing data allows brands to analyze their customer base to attract the right customers. In part 3 of this series, we are going to discuss how to integrate data into your marketing strategy.

In a recent study, 64 percent of marketers believe they need better data for prospecting, 67 percent agreed customer acquisition is more challenging than retention. Additionally, 54 percent are unable to integrate data into targeting technology. Everyone wants, and needs new customers, so how do we take advantage of our data to help in this aspect?

One of the main things your data can tell you is who who makes up your customers. If you have your sites and landing pages tagged correctly you can learn a lot about your customers. You can find out about their interests, habits, demographic, where they surf the web, and much more. The first thing you should do with this data is remarket to these people by running an acquisition campaign. Using your data, there are many different types of remarketing campaigns you can run: ad networks and display ads, Google on YouTube or search landing pages, or even Facebook.

However, these campaigns are not all identical.

Display remarketing uses a pixel that is placed on your website and then places a cookie on users who visit. You then follow those users around the web displaying your ads. You can even get fairly sophisticated and use dynamic ads which can display the individual products those people were looking at.

Facebook and Google are a little different. For these campaigns, you upload your database of emails, these could be a database of current customers or all potential customers, and let Google and Facebook do the matching. Google or Facebook will find matches so you can target those users with your message.Data

So retargeting is great, but what if you want to find new people who have never been to your website? How can you leverage your data to find those people?


Like I mentioned before, you should know a lot about who your customers are by having your site tagged correctly. Once you’ve done that, you can then create “look-a-like” campaigns.

A “look-a-like” campaign creates a profile of your customers and then goes out to the web to find other people that fit that profile. Using this technique allows you to find thousands of people who look just like the customers who are already interacting with you. This is a great way to find new customers. Ad networks like Facebook and Quatcast do a great job optimizing their large databases to help build “look-a-like” audiences.

These are just a few ideas that you can put to good use to find and convert more customers for your business.

Stay tuned for next week’s part 4 of the series on What is loyalty data? and how Bluewater can help you utilize your data for effective data driven marketing campaigns. 

How have you effectively integrated customer data? I’d love to hear from you in the comments below! And don’t forget to follow us on Twitter @BluewaterBrand or like us on Facebook to stay up to date on the latest things happening here at Bluewater!

About Craig Boyte
Craig Boyte

Craig Boyte is Bluewater's VP of Digital Strategy. He helps franchises find the best way to engage with customers in the digital space. In his spare time he's a Minneapolis DJ, music festival enthusiast, and self-proclaimed tech and sci-fi nerd.

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