How can Business Intelligence help you create more effective email marketing campaigns?

Are we talking BI? Not really ! This is a more complex field where BI should be a single and well know label but one that does’t comprehend all of the necessary to complete a profound understanding of audiences. In my experience first of all you have to fully understand the data ontology then understand the connected company vocabulary. After this a series of algorithm that maybe stand more in data science field should be tested to assess the opportunities of shaping a segmentation that could be at the same time meaningful and replicable on a regular basis. We’re not in the AI field completely but we’re in the machine and deep learning field especially when it comes to build practices for huge databases of millions of customers.

Offering insights based on data about customer activities, likes, and interaction trends. This enables the creation of tailored, individualized content, ideal timing for sending emails, and enhanced grouping of customers, leading to increased email opening rates and more successful conversions.

Para uma campanha de marketing ser bem sucedida ela precisa acertar na comunica??o com o seu público alvo. O BI pode ajudar nessa comunica??o através da segmenta??o de clientes. Um exemplo é a análise RFM (Recency, Frequency, Monetary), se trata de uma análise que segmenta a base de clientes com ajuda dessas 3 variáveis, que s?o sub-divididas em 5 níveis (Muito bom, Bom, Médio, Ruim, Péssimo) e classifica os clientes em 11 categorias. Essa análise nos ajuda a entender o comportamento dos nossos clientes em rela??o ao nosso produto. N?o podemos tratar um cliente Campe?o da mesma forma que tratamos um possível futuro Churn, é preciso adaptar a mensagem.

Con el BI y una buena implementación podrás : 1) Crear segmentaciones clusterizadas de clientes, como por ejemplo RFM (Recency,Frequency, Money) que ayudará a entender el comportamiento de comprador. 2)Realizar un correcto estudio de ventas cruzadas estudiando comportamientos de compra para ofrecer productos similares y adelantarte al propio pensamiento del consumidor.

Try to segment your target group into manageable groups, which will greatly enhance your possibilities to sharpen the message and to provide it through the perfect channel.

Optimizing emails is essential in digital marketing, and Business Intelligence (BI) plays a pivotal role. BI aids in running A/B or multivariate tests to fine-tune elements like subject lines, headlines, and calls to action. This approach ensures that each component resonates with your audience. Additionally, BI helps track key metrics - delivery, bounce, and click-through rates, providing insights for continuous improvement. This not only enhances email quality and relevance but also aligns your strategy with customer preferences. By leveraging BI, email marketing shifts from guesswork to a strategic, data-informed process, significantly boosting engagement and conversion rates.

In modern marketing, automating and personalising emails is basic. There are a lot of specialised marketing automation tools for this, focusing on targeted outreach for campaign efficiency. In my view, business intelligence is about extracting insights from data for strategic decision-making. While the two concepts are interconnected through the use of data, it's crucial to recognise this distinction, with marketing automation streamlining specific tasks in marketing, and business intelligence being a process for analysing and deriving actionable insights from data.

Please again do not talk just BI as it is really reductive. I personally think here complex systems leveraging multiple data sources can be created in order to match together information streaming from different sources CRM/CDP campaign analytics website and so on in order to provide suggestions and automation paths. Behavioural marketing approach could be a winning one but it has to be found on very effective data intelligence setup.

Setup a customer 720 view outside your data silos of CRMs and ERP. Mix it with external data sets such as social, locations etc.. . use segmentation for better customer identification, if possible utilise graph dB for establishing customers context and relevancy

Campanhas de recomenda??o s?o um ótimo exemplo de como o BI pode ajudar campanhas de marketing. Incentivar e recompensar clientes com base em quantos novos clientes eles no trazem é uma ótima maneira de diminuir o CAC (Custo de Aquisi??o de Cliente) e ainda por cima engajar os clientes ativos. Um dashboard mostrando a quantidade de clientes que um cliente especifico indicou, quantas dessas indica??es se tornaram cliente, e notificando quando ele atingir determinado número de indica??es para poder ser recompensado é um ótimo exemplo de projeto de BI que impacta diretamente a receita de uma empresa.