Data-drive loyalty programs usually happen through consumer data gathered over the years, ideally, on a consumer data platform CDP. This CDP system or software facilitates data storage for year-round consumer engagements. Discover how data-driven customer insights can help reach your organizational goals, inspire your marketing, and better engage your customers
Customer data is the key driver for consumer engagement, and data insights help understand how customers behave, buy, shop, and peak selling time of any product. A Customer Data Platform (CDP) is ideally a dashboard or software that amasses people’s data and organizes it throughout the customer lifecycle. The data collated on the software shows the customer data right from contact information, purchase details pattern, behavioural data like (preferred channels for communication such as social media, website, or SMS), and peak purchase time.
Everyone is a customer; there are several touchpoints where your band engages your customers in a customer’s lifetime journey. Likewise, on-trade, on-premise, modern trade outlets and online where consumers are engaged in millions of ways and places. After gathering such data at one place, ideally, in the customer data platform (CDP), it provides a unified view into your customer’s minds and needs.
What will you learn from the guide?
- A Real Story of Data Transforming Lives of Million
- Consumer Data that Turned Around Businesses
- What is Consumer Data
- Four Pillars of Data Sanctity
- Innovative Ways to Gather Consumer Data
- Core Methodologies Used to Gather Consumer Data
- Who does Customer Data Platform (CDP) Engage?
- How CDP Control Your Consumer Campaigns
- Google Analytics to Track Your Consumer Campaign
- Conclusion
A Real Story of Data Transforming Lives of Millions:
In developing countries, the number of anti-counterfeited or (fake products or duplicate or impersonated or sub-standard quality product with the same name) goods has risen exponentially. As fake drugs have a devastating impact on consumers, consuming counterfeit drugs becomes a matter of life and death. Sproxil founder Dr. Ashifi Gogo after witnessing first-hand the effects of counterfeit medications in his native Ghana, decided to overcome this issue.
According to World Bank – in 2010, over 70 percent of the population in Ghana had access to mobile phones, and Dr. Ashifi Gogo realized that mobile phones could help combat fake drugs in the marketplace. Mobile phone-based medicine verification applications can easily and effectively identify fake drugs before consumers leave the pharmacy. Consumers scratch a label on the packaging and text a set of unique numbers to a toll-free number to verify that medicine is authentic. This technology has helped over 3.5 million+ plus verifications till 2021 and saved thousands of lives globally, experience how the technology works.
Thus, the data is gathered on the CDP platform through Mobile Authentication Service or simple brand protection from counterfeits. This data helped the brand store customer information and ran anti-counterfeiting drives for different products, which would have been impossible if data had not been managed.
Consumer Data that turnaround Businesses
Data collection has emerged as a Global Phenomenon that is driving businesses. Everyone is aware of how data is shaping our world – nowadays, consumers receive personalized recommendations at omnichannel places, such as visits to outlets, SMS, social media, or personalized emails. Plotting some examples of how Big Data makes turnarounds for these global brands.
Leveraging such data is more accessible than you think, with tons of software that helps you segment data easily in a unified platform. But, if your business caters explicitly to consumer loyalty solutions, it would be suitable to choose a company that provides loyalty solutions and consumer engagement data both at the same time. Consider this, for example, what type of data a company can provide.
Every time a consumer verifies a product, Sproxil receives the consumer data on the custom-build data platform specified for its clients. Thus, it enables anyone to visualize data that provides critical customer insights for business decisions and marketing operations.
The data from the campaign launched would identify the type of data as represented in the image above
- Total verifications
- Genuine verifications
- Unique users
- Repeat users
The amassed data better the brand trust and brand protection amongst its customer in the marketplace. On the other hand, it unlocked the new potential to engage customers through genuine verified data.
What is Customer Data?
The customer database is the one that leaves their information anytime during their purchase cycle, maybe while browsing the internet, checking products in shops, or across any possible touchpoints. The below image gives you a glimpse of how many possibilities or places you can engage your consumers.
Customer data can be several, which is segmented as per your business needs and requirement. But firstly, we will discuss the general type of data gathered during the consumer promotions that are most useful for the marketing departments of your organization.
Identity Data
The basic details of any customer lay the foundation of a Customer Data Platform. Such data allows businesses to identify each customer and remove costly duplications are;
Customer First Name and Last Name
Contact Details Work Phone and Mobile Number
Demographic information Age and Gender
Location information Address/Postal codes
Professional Job title and company
Social information like social media accounts
Behaviourial or Quantitative Data
Ideally, loyalty programs are promoted through products with different engagements like on the product, through weblink, or QR code a recent addition. The way customers engage themselves through specific actions, reactions, or transaction is quantitative data.
Transaction Information Data
It includes the number of purchases made by customers, repeat purchases, and frequent orders. In technical terms, it is called RFM analysis – recency (How recent did this customer make a purchase?), frequency (How often does this customer make a purchase?), and monetary value (How much does this customer spend on a purchase?
Four Pillars of Data Sanctity
Do this check before investing in any form of a data platform. If you’re diving into loyalty solutions for your Business, ensure that your loyalty solutions providers provide such valuable data with your campaigns.
Live or Real-time Data Collection
Real-time data collection helps tap and engage customers instantly through personalized messaging. It allows customers to spend much more time with your brand even after purchasing. Channels like email, SMS, or Interactive Voice Response (IVR) are different ways to engage your customers. A prerequisite check for the consumer data platforms is giving real-time data tracking to interact in real-time with your customers.
Data Governance
One of the critical pillars in maintaining data sovereignty with transparency of your company data and consumer data. After collecting data, the right way to use it is by processing, organizing, and segmenting effectively with only limited access.
Data Hygiene
Data cleansing or Data Hygiene is a process to ensure data cleanliness, or simply the data available on the platform is error-free. Data with errors are caused by duplicate records, incomplete or old data, and improper analysis. Data is substantial to planning operational and repeat consumer campaigns and makes it important to keep data hygiene, or it may lead to costly overhead costs.
Do You Know Your Customers?
Every sale or loyalty campaign is centered around customers. To run your campaigns successfully, you must know your customers. Customer Data Platform (CDP) segregates data instantly available for behavioral analysis such as best performing regions, top buyers, repeat purchases, and most selling products. This is the fourth pillar of a Customer Data Platform to help grow your business.
Innovative ways to Gather Consumer Data
Companies selling products do a consumer promotion through various consumer engagement activities. The ultimate goal is to add something extra or – gratification (pleasure, especially when gained from the satisfaction of a desire) after buying more products for the consumer.
With numerous touchpoints for consumers, where products are purchased from omnichannel sources such as – social media, websites, stores, and modern trade outlets, there are several ways consumer data is gathered on the customer data platform. An insight into creative campaigns used globally to engage consumers to collect customer data.
PIN Generation Campaign
The beverage or Liquor industry is susceptible to product counterfeiting, and to stop the fake products from the liquor business – Sproxil derived a unique PIN generation technology to prevent counterfeiting. Unique PINs are attached to the liquor bottle or under the bottle cap to send a code and verify the product’s genuinity.
At first, the Unique Pin Generation technique helped the beverage industry manufacturers stop counterfeiting their products and transitioned to rewards campaigns for consumers. As soon the customer verified the product, they received reward coupons/vouchers. Sproxil has made 3.5 million verifications for product genuineness and gathered consumer data.
PIN generation activity accumulates consumer data on Sproxil developed Customer Data Platform (CDP). The fields recorded are: Total PINs Generated, Active PINs, PINs Verified, Inactive PINs, Deactive PINs, and Expired PINs.
Advantages
The benefits of the PIN Generation Campaign for the manufacturers are the following;
- Fresh and updated consumer data to engage customers
- Reward customers for brand loyalty
- Audience insights at the fingertip to launch loyalty programs
Sproxil Customer Data Platform (CDP) is a Best-In-Class service. The service can be implemented for manufacturers or OEMs in pharma, beverage, FMCG, retail, dairy, and farming, ready to execute campaigns in any industry.
Chatbot Campaign
AI-powered chatbots enhance consumer engagement. From the Forbes report, over 59% of the millennials and 60% of Generation X in the USA interacted with the chatbots. Chatbots have enormous usage in every Business and are used extensively as a direct channel for customer engagements.
When linked with Customer Data Platform (CDP), Chatbots collects consumer data effectively as AI-enabled conversation with the human touch has greater impacts on people’s brains. Thus, a customer’s choices, preferences, and expectations are easily stored in the data platform. Whenever your brand needs to run a promotional campaign, pullout data from CDP and create lucrative experiences for the customers.
Advantages of chatbot campaign.
- The campaign gathers more information about consumers and product information
- Much more humanized approach to consumer engagement
- Impactful to engage millennials or youth
Short Message Service (SMS)
A significantly traditional channel for customer engagement, yet impactful due to cost-effectiveness and high penetration. Only SMS reaches customers almost anywhere due to its simple push ability to any mobile device and share the link to run the promotional offer.
Rich push notifications or SMS can engage customers through direct links shared over mobile devices. It helps verify the product purchase or share unique codes to redeem rewards. Thus, the database of consumers engaged through SMS automatically procured on the database. CDP identifies the top users for the product and repeats buyers, thus enabling loyalty programs based on SMS activities for loyal customers.
Advantages of SMS campaign:
- High reach to consumers in any area
- One of the easiest consumer engagement methods
- Cost of the campaign is significantly less compared to another consumer campaign
Missed Call Campaign
The missed call campaign is another impactful way to gather customer data. Such engagements are driven when the customer gives a missed call to a dedicated toll-free number. After giving a missed call, the consumer can receive a coupon code or engagement link on their mobile devices. While collecting the rewards, the customer records are stored, such as cell phone number, name, age, basically, identity data that allows clients or business owners to run loyalty campaigns.
Advantages of Missed Call Campaign.
- Easy for consumers to redeem rewards by giving miss call
- Alterations possible according to the requirements
IVR (Automated Call Backs)
Interactive voice response (IVR) is a mobile technology that helps humans interact with a computer-operated phone that sends pre-recorded custom messages. The system-generated voice calls enable customers from remote or rural areas to connect even in regional languages, so interaction becomes easy for consumers.
The dashboard representation of the IVR verification shows the data gathered on the CDP platform that summates the success of your campaign. It identifies total VS genuine, the unique VS repeat users and percentage at which the adoption happens, and valuation of the reward.
Advantages:
The advantages of IVR campaigns are.
- Implementation in any language
- Consumers do not have to take any action to engage
- Cost-effective for rural campaigns
Gamification
The average audience attention span in the digital world is 8 seconds. So, adding gamification into a non-gaming context helps capture the audience’s attention during marketing strategy planning. When the customer plays the game, the technique adds popular games incorporated with the brand image and colours.
We could say how a plain gamification campaign would be more impactful if we replaced it with branded gamification from the above image. The branded gamification campaign will help gather consumer attention during consumer engagement.
Advantages of gamification campaigns are.
- More consumer engagement time
- Highly effective for the urban crowd
- Prominent visuals for brand collaterals
Geo-tag: Share Your Location
Almost every smartphone device comes with an in-built location sharing setting or simply Google Maps to show locations or directions. This function is used to drive consumer engagement by tagging the specific store. If a person scans the QR code on the product, the link shows the nearest store selling the brand’s product. By showing the QR Code at the store, the customer can avail of the discount or reward for the product.
Advantages of the geo-tag campaign.
- Know your customers in target geographic reason
- Direct interaction with the consumers
- Increase dedicated customers inflow
QR Code Campaign
The latest addition to consumer engagement is through QR codes, as just moving the mobile camera help reward the consumer. The consumer can get rewarded by scanning the QR Code; scan the code and check yourself by entering your phone number on how easy it is to reward your customers.
Advantages of QR Code campaigns.
- Easy to deploy on any product
- No requirement to generate unique codes (only at the backend or Customer Data Platform)
- The Easiest way to reward consumer/influencers directly with cash through bank transfers
Core Methodologies Used to Gather Data
Visualizations
Visualization, in literal terms, is the representation of an object, situation, or set of information as a chart or image. The human brain is designed to understand pictorial representation or graphical charts better, so consumer data should be represented in a visual that better equips your organization while making business decisions.
As clear from the above slider from Customer Data Platform (CDP), you get the best visibility for consumer data mentioned above;
Consumer Verification
Consumer verification is a dedicated client dashboard that identifies the genuine verifications, rewards used, fake pins, invalid leads, pins blocked by users – sent while buying the product. The verification function enables clients to calculate the actual expenditure on consumer campaigns, revenue returns, and genuine users.
Engagement Logs
The engagement log facilitates noting down the customer details linked with the particular campaign. It records customer contact number, region of the campaign, product details. However, the primary engagement points, i.e., the specific code on the product that verified the product and message received by the consumer and the channel on which the campaign is live, are recorded in the verification log as shown in the figure.
Top SMS Users
The slider in the CDP dashboard gathers the top SMS users of the campaign, and thus you can track the campaign reward redemptions. The platform fetches unique and unregistered users and thus provides holistic reports on the SMS campaign.
Loyalty Rewards
After the advent of technology, loyalty rewards evolved with technology integration, such as SMS, QR Code, Share Your Location, Artificial Intelligence, and Augmented Reality and Gamification. However, the core objective for all the campaigns is to reward consumers at the last stage and capture their data. The rewards types are usually cash, shopping coupons, or product vouchers.
In CDP, the Loyalty Rewards slider enables recording, allocating, and rewarding the consumer or influencers. The configuration settings in the customer data platform enable complete control of the campaign to record target market, product, campaign dates, type of loyalty rewards and allocate reward logic. (Reward logic is usually the UNIQUE Numbers or codes attached to the product pack or linked to SMS or QRCode.)
Loyalty Reward Reports
The consumer campaigns gather tons of data from various campaigns running throughout the year. Like multiple regions, products, and target audiences like children, young, and mid-aged people. While subscribing to any consumer data platform, you must check if the CDP is in-built with the right reporting tool.
Reports shown in the slider include upload data, approved data, rejected data, registered data, and typed rewards dispersed. There shall also be a provision to alter the slider as per specific campaign requirements. It allows you to control the campaign as per your company objective and goals.
On-trade Promotion
Consumer promotions are usually given at physical locations called on-trade promotions – places like a retail store, super-marts, and bar counters are on-trade promotions. On-trade promotions are widespread at the aforementioned places. Various influencers could promote sales at these locations, such as bartenders, counter sales managers, retail store executives, and many more.
Let us demonstrate a real-life example where bartenders were the influencers to boost sales for a globally known brand. The mechanism of this campaign where after a sale is made, the bartender clicks the invoice picture and uploads it in a Sproxil built mobile app. The app with Artificial Intelligence capabilities reads the invoice and allocates the points to bartenders.
The above on-trade examples are self-explanatory on the number of approved, rejected invoices. The top-performing restaurants where maximum sales were made, and details of the rejected invoices were blur invoice, details missing of the particular product, tempered invoice, and duplicate invoice.
Thus, the Customer Data Platform becomes a premium necessity for any campaigns running at on-trade premises or physical stores anywhere. A CDP used at full potential enables you to run successful loyalty programs anywhere on cloud data platforms and helps you access the reports from anywhere, anytime.
Who does Customer Data Platform (CDP) Engage
Until now, we know there are a million ways to engage customers across various touchpoints universally. Ideally, different people are engaged through loyalty programs. Customer Data Platform helps manage the details of all the people at once place in a unified format to use, access, and take action in real-time.
There could be channel partner engagement programs where influencers are engaged to promote the sales. Thus, the Consumer Data Platform performs the functions of managing all the data of the influencers depicted below.
Whereas direct consumer promotions are directly involved at the point of sales, as shown in the image, retailers, and wholesalers are now engaged. And secondly, the customers present anywhere right at the comfort of their homes, physical stores, and on-trade like restaurants activity zones.
How CDP Control Your Consumer Campaigns
The core functionality of Customer Data Platform or CDP is to provide control over your consumer campaigns. The configuration setting in the CDP helps create instant campaign values such as market, products, the type of engagement to be used – IVR (Interactive Voice Responses), SMS, or QR Code Campaign.
At the same destination shown in the given image, the lifetime value of the project can be set, timeline and geographic regions of the operations can be dedicated all at once from the CDP.
The set field above enables to gather data as shared below, distribution by verification frequency on how many times the same number or consumer has used the services. The overview gives the genuine users the unique PINs or codes redeemed from the product, fake and invalid pins.
Further, the platform helps to know the purchase pattern year after year scale and peak seasons for the sale of the particular product.
In-built capacities, the Customer Data Platform (CDP) stores the top cellular network channels on which the campaign is performing best. The top-performing products also help push the product well in specific regions.
Google Analytics
Google Analytics is a free tool capable of providing real-time data for consumer campaigns. The engagement platform gives you real-time or live feed on active users on your campaign.
The engagement sliders in Google Analytics provide an in-depth overview of the campaign. It includes the campaign functions like your campaign traffic by regions or countries. The analytics dashboard records audience personas and how they engage with the campaign URL – as seen from an image at the right, how many people viewed the page, scrolled, session start, user engagement, and unique users or first-time users.
The traffic acquisition format in Google Analytics helps you record the traffic sources you receive the requests. Thus it helps optimize the campaign performances in the targeted regions, platforms, or designated platforms.
Conclusion
Data is the real juice that keeps your business fit today and in the future. You must utilize Consumer Data Platforms or CDP data to operate consumer engagement and influencer marketing campaigns. The above guide is a comprehensive approach to how data-driven consumer marketing or loyalty programs work.
Sproxil is a key enabler of consumer technologies and influencer channel partner engagement activities for globally known brands across industries. To learn more about the success of these campaigns, you must reach our experts and talk in person. Let us know your feedback about the blog.
