There have always been analytical data systems, but the fact is that, with the emergence of information technology, we all generate vast amounts of data continuously. Also, we have developed tools to capture data that we do not knowingly disclose, and they are manifold: access controls, access to wifi, email, social networks, geolocation, the use of our phone, Internet cookies, our credit cards and more. Â We are generators, conscious or unconscious, of data and more data.
What is Big Data for?
Well, the info that we generate forms a valuable and gigantic data package that, properly analyzed and managed, can give information about our habits, our tastes, our way of buying, our health, our socio-economic position, political ideas, customs, and beyond.
And that information is gold when it comes to being able to understand the consumer, create the profile of the client, create advertising or communication campaigns, improve the service, launch products, improve them or vary their prices.
3 tips to sell more thanks to Big Data
The success of an online store is often due to strategies that allow you to multiply sales opportunities as well as the level of personalization and customer satisfaction.
73% of online shoppers prefer to make transactions on websites that use their data to offer them a more relevant shopping experience, according to Digital Trends. Most visitors prefer to be recognized when it is not the first time they visit a website and appreciate that the offers they propose are related to their tastes, interests and past experiences.
According to mybuys.com, 48% of customers spend more when their shopping experience is personalized in the different channels they use. Follow our advice so that your visitors become customers that you can subsequently retain by taking into account their tastes and expectations.
1. Exploit your store data
What are the products that attract the attention of your visitors? Which ones end up buying? Â The control panel will be of great help.
Has a product been consulted frequently but hardly bought? Consider why and draw conclusions. If your prices are not competitive, reduce the margins and propose corresponding items to compensate for the loss, or look for other suppliers.
If an item is particularly profitable; adopt the necessary means to sell more units. Reserve a prominent position for it, incorporate the opinions of customers, put it as part of a pack (consisting of several items sold at a lower price when purchased together) to increase your average basket and publicize other items.
Google Analytics provides you with precious information about your visitors: geographical origin, age, sex. You will also know the way your visitors arrive (Google, Facebook, price comparison, marketplaces, links to other websites, etc.).
To take advantage of this data, create your free account on Google, and then copy and paste the code that you will receive to insert it into the label provided for it in your administration space or codebase.
2. Take advantage of the cross-channel
E-mailing and newsletter
E-mail is first in advertising support, generating traffic to websites and offers a very powerful virality: 44% of Internet users have already shared offers received by mail, and 28% indicate that they have visited a store after receiving an e-mail from you (Study E-mail Marketing Attitude, 2014).
To get the most out of e-mailing, segment your customer base according to the purchase frequency and the amount of orders.
In this way, you will be able to carry out more effective, specific actions to refine the segmentation through particular offers. Both for a large consumer of products at a moderate price, and a specific buyer of products at higher rates, the analysis of your website’s data will allow you to propose specific offers through channels.
Thus, the objective of Big Data, like conventional analytical systems, is to convert the data into information that facilitates the decision-making, even in real time, of many aspects of the company’s strategy and, specifically, from the marketing point of view. If we know our consumer, we can sell more and target better. Marketing actions will be more effective, and we will be able to measure our investments’ returns much better.
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