Many consumers frequently jump between channels – from email to SMS, in-app, and beyond – as they evaluate the products they want to purchase. Given all the channels for companies to market and for consumers to engage, marketing interactions can easily become disjointed or the data lost. Marketers have the important and lofty task of keeping up with the when, how, and why behind where consumers are interacting. Being able to trigger an action based on data—immediately—rather than waiting five days, is critical to staying top-of-mind with customers.

The competition to gain new customers and maintain their loyalty is at an all-time high. Companies can’t afford to sit on the sidelines—the time to level up your marketing game is now. But not all marketers have access to real-time customer data. Once marketers unlock data access, companies can reach new levels of personalization, relevance, and customer connection.

What are the pitfalls of delayed data?

Imagine a prospective customer is in the market for a new tent. As they research your website, they fill out a form for a discount, browsing information picks up on their activity, and your marketing platform starts sending promotional messages for tents. They purchase the tent and are eager to embark on their next adventure, but still might need additional equipment. This presents a prime upsell opportunity.

However, your purchase and browsing data are delayed, and you are still sending tent promotions days later, missing the chance to sell related items. This poor experience misclassifies the customer as a “prospective tent buyer” rather than a “committed buyer” ready for other camping gear. The issue lies in the data being days too late. Purchase, checkout, and browsing data are delayed too long post-purchase, due to a lack of data availability, portability, and flexibility.

You can seize major business and upsell opportunities by giving customers what they want, where they want it, and when they want it. In this case, you could achieve better conversion (and a better connection with the customer) through timely messaging promoting related camping gear. Having a deep customer profile updated in 5-minutes or less determines long-term wallet share, brand perception, and loyalty potential. You only have one chance to make a great first impression, so don’t mess it up by sending irrelevant or outdated messages.

How can retailers leverage real-time data effectively?

A retailer that excels at leveraging real-time data to provide hyper-relevant experiences is REVOLVE. Their marketing team uses Cordial’s platform to trigger personalized email, SMS, and app campaigns based on customer behaviors like cart and browse abandonment and events such as birthdays, weather data, and anniversaries. By combining complex business and customer data, REVOLVE deploys highly relevant marketing messages, such as low inventory alerts for favorite items or new arrivals from preferred designers. Through this data-driven approach, REVOLVE maintains an impressive average order value of $279, with 79% of merchandise sold at full price. They’re not regularly discounting to make the sale—they’re using data to create a custom experience for each customer. By acting on customer data in real-time, REVOLVE tailors each shopper’s online experience to their individual preferences and needs, fostering loyalty and driving revenue growth.

What does it take to leverage real-time data?

To fully leverage real-time customer data, you need a marketing platform with these key capabilities:

• Data transformations: Unify, transform, and enrich all of your data from any sources in real time.
• Segmentation: Create audience segments based on real-time data to ensure messages reflect recent customer behavior up to the time of send.
• Identity resolution: Leverage an identity graph to resolve anonymous users and engage more customers across channels.
• AI-powered insights: Optimize the custom journey by automating routine decision-making, bolstering creativity, and serving as a trusted advisor to make smarter decisions.

Using real-time data to connect with your customers is the ultimate key to growing your business. Choosing a marketing technology partner with a powerful data platform that integrates with your tech stack is the first step to creating the most personal and meaningful customer experiences.

The post 5 minutes vs. 5 days: Knowing the difference will make or break your conversion rates appeared first on Cordial.

The problem with near real-time data

Have you ever had a laggy video call where people talk over each other? Or maybe you’ve experienced spotty cell phone coverage where you miss part of the conversation. These “near real-time” communication experiences are frustrating and diminish the quality of engagement.

Unfortunately, this is the kind of experience many consumers have today with companies because of near real-time data limitations. Even for sophisticated D2C and digital native companies, near real-time data causes a disconnect between the consumer and the companies that leaves both parties unsatisfied. Consumers share negative experiences like being offered irrelevant promotions or outdated rewards that seem disjointed from their journey.

The issue lies in the inherent lag between when consumer actions occur and when near real-time data is used to trigger relevant messaging. If this delay is even just minutes or seconds, it causes messaging to seem out of sync with the consumer’s experience. For example, a customer may provide their email to receive a coupon, but get an outdated offer instead of the expected reward due to data lag.

On top of this fundamental timing issue, near real-time data workflows bog marketers down with tedious, repetitive manual tasks like constantly downloading, cleaning, reformatting and re-uploading data. This leaves little time to focus on critical activities like strategy development, creative campaigns, and tackling complex business problems that drive growth. It often feels like no sooner than marketers execute a query or data task, they need to walk away and get coffee while waiting for systems to process.

Why real-time data changes the game

Shifting from near real-time data to true real-time data transforms the consumer experience and unlocks new potential for marketers.

With real-time data, companies can react to consumer behavior and actions the instant they happen, regardless of channel. This means sending targeted, contextually relevant messages attuned to where the consumer is in their journey. No more talking over each other or feeling out of sync.

Additionally, real-time data alleviates the tedious, manual processes that eat up marketers’ days. Cleaning, transforming, and loading data can happen automatically in the platform. Marketers are freed up to focus on creativity, testing ideas, and tackling complex business problems.

The Cordial difference: data speed, scale and throughput

Cordial is the only marketing platform built specifically to help companies leverage real-time data for automated, personalized messaging at an unlimited scale. This drives increased revenue growth through better customer experiences.

Our powerful data platform seamlessly collects real-time data from all your systems without limitations. Any data you need to better understand customers is instantly available to inform your messaging.

We refer to this unmatched capability combining data speed, scale, and complexity as personalization throughput. Cordial uses real-time data across unlimited contacts and attributes to generate 1:1 relevant messaging that would make other platforms bog down.

Combined with multi-channel delivery, Cordial enables companies to react instantly to signals and behaviors. This creates highly relevant messaging and experiences that foster loyalty and trust.

Don’t settle for the disconnect of near real-time data. Empower your brand with Cordial and the authenticity of real-time data.

The post Why near real-time data isn’t good enough anymore appeared first on Cordial.

Let’s look at which data points to add to make your personalized marketing campaign more effective.

Explicit data

Explicit data is data that you can derive directly from your customers from various channels such as opt-in forms or surveys.

Be sure to include the following explicit data:

First and last name

A name is the most basic and most straightforward info you can collect from your customers, yet it has some of the most significant impacts on your marketing campaign. Personalization is all about speaking directly and candidly to your customer, and what better is there than addressing them by name.

According to research, including your customer’s name in the subject line can boost the open rate by 50%.

Addressing your customer by name shows them they aren’t just business prospects, but you take them personally as well.

Personal context

Personal context is any data revolving around a customer’s personal, cultural, temporal, and virtual features. This data can include demographics such as age, gender, location, and economic status.

This data is crucial, especially when segmenting your marketing campaign, as the data helps target your ideal customers.

Favorite and preferred content

The good thing about zero-party data is you get to ask your customers the kind of content they prefer. For instance, the kind of shoes they’d like to receive brand updates on. You get to understand and gain insights into each of your clients’ preferences.

This differs from implicit data in that, with consumer preferences, you are gathering behavioral data, but you are asking your customers for preferred content.

Implicit data

On the other hand, implicit data is data you can deduct from your customers’ behaviors and actions. Your consumers don’t directly supply this data, so you have to carry out some form of analysis.

Some of the implicit data points to consider include:

Customer product preferences

If you want to get ahead of your competition, enhance customer experience and satisfaction.

Our study showed that 81% of consumers are more likely to buy from stores and brands that communicate with them in personal, relevant ways. By employing tools such as surveys, analytics, and more, you can know which products your customers view regularly, which product categories they search often, and which products they prefer, or intend, to purchase.

Knowing your customers’ product preferences is vital in enabling you to personalize and tailor-make your marketing campaigns to suit customer’s needs and preferences and create a fantastic customer experience.

Preferred branding channels

Before anything else, you must have a deep understanding of marketing channels. Additionally, understand your customers have unique preferred marketing channels. If one group favors emails, the other group might favor SMS/MMS, and some may prefer a mix of both.

How will you know which channel to use? It would help if you decided based on the customers’ insights.

While 66% of consumers say email is their preferred communication channel for loyalty programs, SMS/MMS and other mobile app marketing are gaining traction because mobile device usage is steadily increasing. 

In summary

Marketing is forever changing and evolving. Gone are the days when a marketer relied on email campaigns exclusively for lead generation. With the global populace embracing technology, it’s key that all of us do the same. 

Adapt to the changes and embrace multi-channel marketing. Consider and include these data points in your personalization, stay ahead of your competition, and generate more ROI.

The post Moving from a traditional ESP? Bring these data points with you appeared first on Cordial.

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Key elements of successful data-driven orchestrations

Orchestrations provide an easy way to create and visualize all customer touch-points for an automated message campaign using a combination of triggers, delays, filters, and actions. When creating orchestrations, many elements play a crucial role in the success of both the production and execution. These elements represent a starting place that should guide effective and efficient campaign and orchestration management.

1. Personalized content and messages

The ability to produce content that resonates with each segment of your audience is crucial. Leveraging data for personalization means each campaign piece is crafted to meet the unique preferences and behaviors of different customer groups, enhancing the relevance and impact of your messaging.

Further reading: 7 customer personalization components to implement now 

2. Efficient campaign setup and execution

A true marketing platform will help streamline the setup and execution of campaigns and orchestrations. This efficiency allows for rapid deployment of marketing initiatives, reducing the time from conception to market. It means marketers can quickly respond to market changes or customer feedback, ensuring campaigns are always timely and relevant.

3. Coordinated cross-channel delivery

Effective campaign orchestration involves synchronizing messages across multiple channels. Data-driven approaches ensure that whether a customer interacts with an email, social media post, or SMS message, they receive a consistent and cohesive brand experience. This coordination is key to building a unified brand narrative.

4. Insights-driven strategy development

Analytics and reporting generated from orchestrations feed directly into strategy development. By understanding what works and what doesn’t, marketers can continuously refine their approach, ensuring each new campaign is more targeted and effective than the last.

5. Thoroughly mapped customer journey

Detailed mapping of the customer journey is crucial for orchestrating campaigns that engage customers at the right time, with the right message. This mapping ensures that every touchpoint along the customer journey is optimized for maximum impact.

Further reading: How Virgin Voyages simplifies complex customer journeys

6. Collaborative workflow management

The ability to manage workflows collaboratively across teams is vital in campaign production. Data-driven platforms like Cordial provide the tools for seamless collaboration, ensuring that all stakeholders are aligned and that campaigns are executed smoothly and efficiently.

7. Scalable campaign efforts

As brands grow, their campaigns must scale too. Your marketing platform should provide the scalability needed to expand campaign efforts while maintaining focus and effectiveness. This scalability ensures that as the audience grows, the campaign strategies grow alongside, maintaining their effectiveness.

Further reading: Build custom models by unifying and transforming your data 

Level up with Cordial’s Orchestration Builder

The shift towards integrated, data-driven marketing strategies is shaping a future where marketing becomes more connected. Cordial is a true marketing platform, showing how data-driven tools and strategies can revolutionize campaign production and orchestration. With Cordial’s Orchestration Builder, brands can easily connect personalized content, channels, customer and business data, and insights to design relevant customer journeys.

What marketers are saying about Cordial’s Orchestration Builder:

“Oh, there are so many [benefits], I can’t pick just one. I think the unified journey orchestration and our ability to think more holistically about how we communicate with the customer based on where they are in either the pre- or postpurchase cycle.” — Senior VP of Digital Transformation at a household goods retailer

“The biggest benefit is the ease and flexibility of creating campaigns.” — Director of Retention Marketing, clothing retailer

“Cordial has functionality our prior solution did not have. A big thing we noticed was just how easy it is to put an orchestration together; one example is that you can move or disconnect something in your Cordial orchestration and the system prompts you asking where you want to map these users to.” — Director of Marketing, wine retailer

Data is the foundation for intelligent, powerful marketing, but without the right tech partner, that data is useless. With a powerful data platform at Cordial’s core, you can instantly access incredible amounts of data to engage customers in highly personalized ways across channels. Our clients are revolutionizing their campaign production, achieving unprecedented engagement, efficiency, and overall marketing success.

The big picture: Total economic impact of Cordial

Cordial commissioned Forrester Consulting to conduct a Total Economic Impact study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of managing multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns for high levels of customer engagement.

The TEI study’s quantitative findings include:

• Reduced time producing campaigns valued at $365,800.
• Increased revenue from email, SMS and mobile app marketing valued at $5 million.
• Reduced costs from retiring prior solutions valued at $1.7 million.
• Improved efficiencies from automating customer service valued at $980,400.
• Cost savings preparing data for decision-making valued at $626,400.
• Cost savings creating customer segments valued at $101,600.

Download the full study.

The post Your data-driven orchestrations should have these 7 elements appeared first on Cordial.

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As a marketer, you have a valuable asset at your fingertips: data. It’s like having a pantry filled with ingredients, each with the potential to create something extraordinary. However, just like having ingredients without a recipe, having data points without a clear strategy can leave you feeling unsure about how to make the most of them. You understand the importance of personalization and automation, but putting all the pieces together to craft impactful campaigns can be a daunting task.

Data-driven marketing goes beyond having the ingredients; it’s about knowing how to use them strategically to deliver personalized experiences, drive engagement, and increase conversion rates.

Bookmark this post as a resource to help you turn those data points into compelling automated campaigns that activate and convert customers. Consider this your personalized recipe book, designed to empower marketers like you to create data-driven messages. Each data point will serve as a key ingredient, and we’ll show you how to combine them effectively to achieve remarkable results.

So, roll up your sleeves and let’s unlock the full potential of your customer data to create campaigns that activate, engage, and convert your audience like never before.

Product inventory data

If you have product inventory data, consider creating the following campaigns:

• Back in stock: Notify customers when previously out-of-stock items are available again.
• Low in stock: Send alerts to customers when their favorited or carted products are running low in stock.
• Price drop: Add urgency to nudge the customer to make a purchase.
• Replenishment: Remind customers to repurchase products based on their previous purchase history.

Browse or cart event data

If you have browse or cart event data, consider creating the following campaigns:

• Back in stock: Send dedicated emails to customers who have browsed or added out-of-stock items, informing them about the availability of the products.
• Browse abandon: Email customers about products they have viewed but haven’t purchased, including personalized recommendations.
• Cart abandon: Remind customers about items they have added to their cart but haven’t completed the purchase.

Order history data

If you have order history data, consider creating the following campaigns:

• Back in stock: Notify customers who have shown interest in specific products when those items are back in stock.
• Buy again: Encourage customers to repurchase products they have previously bought.
• Invitations: Invite customers to exclusive events or promotions based on their past orders.
• Milestones: Celebrate important milestones with customers, such as birthdays or anniversaries.
• Order confirmations: Provide order details and related product recommendations after a purchase.
• Post-purchase: Follow up with customers after their purchase, including personalized recommendations based on their order history.
• Referral program: Encourage customers to refer their friends or network, rewarding them for successful referrals.
• Win-back: Target customers who have not made a purchase in a while with personalized incentives to re-engage.

Customer location data

If you have customer location data, consider creating the following campaigns:

• BOPIS: Notify customers about the option to buy online and pick up their orders in a nearby store.
• Buying affinity time: Trigger campaigns based on customers’ location and weather data to drive purchasing decisions.
• Invitation: Send event invitations to customers based on their geographical location.

Store hours and location data

If you have store hours, location data, or order readiness data, consider creating the following campaigns:

• BOPIS: Inform customers about the specific store location and hours so they can pick up their order. Or, send notifications to customers when their orders are ready for pickup at the chosen store.
• Invitation: Send event invitations specific to the store or event location.

Brand affinity scores

If you have brand affinity data, consider creating the following campaigns:

• Buying affinity time: Deliver targeted campaigns based on customers’ brand affinity scores and their browsing and purchase history.
• Personal offers: Tailor offers and promotions to customers based on their brand affinity scores and purchase behavior.
• Referral program: Leverage customers’ brand affinity scores to identify potential advocates for your referral program.

Subscription status or tier

If you have subscription status or tiers, consider creating the following campaigns:

• Newsletters: Customize newsletter content based on customers’ subscription status or tier.
• Upsell opportunities: Offer personalized upgrade options to customers based on their subscription status or loyalty tier.

Browsing history data

If you have browsing history data, consider creating the following campaigns:

• Browse abandonment: Remind customers about products they have previously browsed, providing personalized recommendations to encourage conversion.
• Personal offers: Deliver tailored offers based on customers’ browsing history, increasing the likelihood of conversion.
• Recommendations: Recommend products based on customers’ browsing history, enhancing their shopping experience and encouraging additional purchases.
• Referral program: Identify potential advocates for your referral program based on customers’ browsing history.
• Win-back: Target customers who have shown interest in specific products or categories in their browsing history, offering personalized incentives to win them back.

Product categories

If you have product category data, consider creating the following campaigns:

• Buy again: Recommend related products or similar items within the same category to encourage repeat purchases.
• Upsell opportunities: Offer customers personalized incentives to upgrade to higher-priced products within the same category.

Favorited products

If you have data on favorited products, consider creating the following campaigns:

• Brand affinity scoring: Leverage customers’ favorited products to determine their brand affinity scores for targeted campaigns.
• Low in stock: Notify customers when their favorited products are running low in stock to create a sense of urgency.
• Win-back: Remind customers of their favorited products as a way to re-engage and encourage them to make a purchase.

Weather data

If you have weather data, consider creating the following campaigns:

• BOPIS: Notify customers about the option to buy online and pick up their orders in a nearby store, for example, the day before rainfall, a sunny day, or a snowy day.
• Buying affinity time: Trigger campaigns based on customers’ location and weather data to drive purchasing decisions.

Delivery date:

If you have delivery date information, consider creating the following campaigns:

• Order confirmations: Provide order details, delivery information, and related product recommendations after a purchase.
• Post-purchase: Follow up with a confirmation, education about their purchase, communication of delivery timelines, or further product or service recommendations that may be relevant.

The campaign strategies above show how each data point can be used to create personalized, targeted automated campaigns that drive customer engagement, conversions, and loyalty. By leveraging customer and business data effectively, marketers can deliver highly relevant messaging that resonates with their audience and increase revenue in the process. And just a friendly reminder that with Cordial, you have the ability to send any of these campaigns. We have all the recipes!

For more in-depth information on these strategies, including examples, the best channels to use, key data points, and tips—check out our Automation Strategies ebook series: 

• Activate: 9 Lifecycle Automation Strategies for Retailers 
• Convert: 11 Lifecycle Automation Strategies for Retailers
• Reactivate: 6 Lifecycle Automation Strategies for Retailers

The post We have food at home: Turn the data you have into compelling automated campaigns appeared first on Cordial.

Marketing experts from Cordial and Orveon, a collective brand behind popular cosmetics companies like bareMinerals, BUXOM, and Laura Mercier, came together to discuss strategies for maximizing customer intent signals and driving loyalty by leveraging unified data.

Watch the on-demand webinar below or continue reading about their key takeaways.

Watch now

The power of a unified customer profile

Brands often have customer data spread across various sources—website interactions, loyalty programs, past purchases, surveys, third-party data, marketing channel activity, and more. Centralizing this data into a customer data platform (CDP), that can also execute complex customer journeys and real-time personalization,  is critical.

With Cordial’s flexible data platform, Orveon has unified data points from all of these sources to build holistic customer profiles. This complete view of each customer provides invaluable visibility for personalizing experiences.

Ongoing data consolidation also enables Orveon to add new information from emerging channels and continue expanding their customer knowledge. Unified profiles are the foundation for intent signal tracking and optimization.

Identifying and acting on intent signals

Customer actions—like abandoning a quiz on a website—signal interest in the topic and present an opportunity for hyper-tailored follow-up. Other common intent signals include searching for specific products, adding items to the cart, or interacting on social media.

With unified customer data, brands can track intent signals like these across channels and continue the conversation in a way that captures interest. For example, Orveon uses Cordial to identify when customers abandon quizzes on their website. They then send customized emails encouraging the customer to complete the quiz, which captures their interest and leads to higher conversion.

Personalizing messages based on intent signals and other customer data drives higher engagement, conversion, and revenue over generic communications.

Personalizing across channels

Unified customer profiles enable brands to dynamically personalize messaging across channels based on data like purchase history, loyalty status, product interactions, and more.

Orveon leverages Cordial’s platform to tailor on-site banners, email content, SMS messages, and push notifications for each customer. This could include displaying abandoned cart reminders, sending tips for using recently purchased products, or showcasing loyalty status and available rewards.

The depth of personalization is endless when brands can access rich customer data in real time across channels. Testing different personalized messages also helps optimize engagement and loyalty.

Driving loyalty program success

For brands with loyalty programs, omnichannel personalization is invaluable for making members feel recognized and providing VIP access. Orveon rewards social engagement with points and sends tailored emails and SMS to encourage loyalty members to redeem points and reach higher tiers.

On-site overlays give members special offers after purchase, while push notifications deliver exclusive perks and content directly to their phones. Customer data powers experiences that strengthen loyalty across touchpoints.

Continuously test and optimize

While unified customer data is extremely valuable, brands must test and optimize messaging to maximize its impact. Simple A/B testing of email subject lines, content, send times, landing pages, and more can significantly lift open rates, clicks, and revenue.

Results will vary based on seasonality, so testing across holiday periods versus summer months is key. Continually experimenting and iterating will refine messaging and improve customer engagement over time.

Orveon developed a rigorous cadence for proposing, designing, and analyzing tests focused on metrics like email engagement and conversion. Their mantra is “always be testing, always be retesting” as they work to optimize communications.

Turn data into lifelong relationships

In today’s crowded marketplace, unified customer data and understanding intent signals are essential for brands to deliver personalized experiences that build loyalty and maximize lifetime value.

Consolidating data into complete profiles, tracking intent, optimizing through testing, and engaging loyalty members omnichannel are proven strategies for success. Platforms like Cordial make data readily accessible everywhere so brands can focus on using it to forge lasting connections.

The future belongs to those who can turn fragmented information into unified insights and transform impersonal messaging into personalized relationships. Successful brands will tap into the power of customer data to earn loyalty one message at a time.

The post Tap into the power of customer data to earn loyalty appeared first on Cordial.

With Cordial’s built-in data management and analysis capabilities, marketers can now bypass those inefficient workflows. Marketers have direct access to customer data and can prepare it for insights and decision-making in just minutes.

Here’s a closer look at how Cordial helps marketing teams reduce reliance on technical resources and work faster with customer data.

Less waiting around for data

Things like generating targeted customer lists or pulling basic customer analytics can be big ordeals that require assistance from technical staff. Marketers can be blocked from directly accessing and preparing the data they need.

For example, as an executive VP of digital at a furniture retailer described, just getting a customer list for a streaming TV ad campaign required jumping through hoops:

“Before [Cordial], our media buyer would have to ask our data science person for a customer list to be able to display streaming TV ads to customers we know have bought from us. It would take them a few days to assemble everything and put it together. And now, it’s a matter of two minutes to do that.” 

The Total Economic Impact of Cordial

With Cordial, marketing teams skip all those time-consuming steps and delays. Our platform offers self-service access to unified customer data. If a marketer needs to pull a list of customers who’ve purchased in the past year, it’s just a few clicks away without having to request help from technical teams. Bulk campaign targeting and segmentation that once required engineering staff to run SQL queries and manually export data can now be done directly in Cordial without coding. 

Marketers are no longer at the mercy of technical teams’ availability and can get the data they need when they need it. Easy access to customer data helps marketing operate more nimbly and independently, allowing them to focus on connecting with customers.

Streamlined work between marketing and technology teams

With a unified data platform tailored to marketers’ needs, Cordial enables marketing and technology teams to work better together. Marketing gains autonomy with self-service access to data, while engineering is freed from constantly having to prepare data for their needs.

By streamlining workflows and processes around utilizing customer data, Cordial helps organizations remove friction between teams. Marketing can get the insights they need faster. Technology can focus less on one-off data requests and more on other priorities.

In the end, unified data and self-service access empower marketers to tap into customer insights swiftly. No more waiting around for technical resources to prepare data or answer questions. With Cordial, marketing is equipped to operate faster and more independently while collaborating smoothly with technical teams.

Data is readily available for faster decisions

The ability to swiftly prepare data on their own empowers marketers to make smarter decisions with more confidence. As a senior VP of digital transformation at a household goods retailer described it:

“The data insights have been a real boon to us, solving problems and making decisions in real time such as: ‘How do we communicate order delays to customers? What language do we use?” 

The Total Economic Impact of Cordial

Because data is readily accessible without having to go through technical bottlenecks, marketers can leverage those customer insights to optimize campaigns, promotions, and experiences delivered. Teams can confidently base decisions on real data rather than guesses or hunches.

Easy access to unified customer data helps marketing operate more strategically overall. With Cordial, they don’t have to slow down for data preparation and can instead focus on extracting value from the insights.

Learn how Cordial can speed up data preparation and more

Cordial commissioned Forrester Consulting to conduct a Total Economic Impact study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of managing multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns for high levels of customer engagement.

The TEI study’s quantitative findings include:

• Increased revenue from email, SMS and mobile app marketing valued at $5 million.
• Reduced costs from retiring prior solutions valued at $1.7 million.
• Improved efficiencies from automating customer service valued at $980,400.
• Cost savings preparing data for decision-making valued at $626,400.
• Reduced time producing campaigns valued at $365,800.
• Cost savings creating customer segments valued at $101,600.

Download the full study.

The post Cut customer data prep time from days to minutes appeared first on Cordial.

Cordial commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of consolidating multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns to increase customer engagement. 

One of the ways marketers can be more efficient? Segmentation. The TEI study’s quantitative findings include cost savings in creating customer segments valued at $101,600. Let’s dive into the benefits of high-speed audience segmentation and how it can save your marketing team hundreds of thousands of dollars.

Fast segment building

Cordial’s intuitive drag-and-drop interface empowers marketers to rapidly build audience segments at scale without engineering resources. Marketers can create highly targeted segments from millions of users in seconds, based on demographics, behaviors, purchase history, product affinity, and more. This is a stark contrast to slow, manual processes of pulling SQL queries or relying on engineering resources. Cordial removes these legacy bottlenecks and allows marketers to quickly assemble the precise segments they need to optimize campaigns.

As one retailer noted, “It’s very easy for us to create and manage as many different customer segments as we want and in a very efficient way. Our engineers have already set up consoles to exchange data between Cordial and us. So, when creating campaigns, we don’t need to involve our engineers; the retention team creates them, and it’s very fast.”

Real-time segment updates

Keeping audience segments fresh and accurate is critical for relevance, but rebuilding static lists constantly drains resources. 

Segments in Cordial remain dynamic, meaning they update automatically as customer attributes and behaviors change. As new data from your tech stack flows into Cordial, saved segments automatically refresh to reflect those changes. This eliminates the need to constantly rebuild static lists. 

These “always-on” adaptive audiences help brands stay in tune with their customers, as a Marketing Director at a wine retailer reported:

“Those audiences are dynamic, and they update on their own because Cordial is constantly synching it with our customer database. For example, our platinum members are dynamic, and when we want to target our platinum members, it’s there, and it’s up to date.”

Cross-channel activation

Activating segments across email, SMS, push notifications, website and more creates consistent omnichannel experiences. This requires a platform with unified data that links identities across channels. Otherwise, fragmented channels with disparate audience segments limit a unified cohesive experience. 

Once segments are created, they can be instantly activated across any channel – email, SMS, push notifications, etc. Cordial ties data to identities, not channel-specific subscriptions, for unified activation.

Unified audience insights

Understanding the overlap and movement between segments enables smarter optimization. Marketers can discover which segments drive engagement, where there is attrition, and how audiences evolve. These unified insights are invaluable for refining targeting and campaigns.

View segment overlap and customer movement between segments through Cordial’s Audience Insights. Track how segments grow or shrink over time. These unified insights powered by Cordial’s advanced data architecture help you optimize targeting.

Embedded analytics

Accessing key engagement metrics like open, click-through, and conversion rates directly within the segmentation platform saves time pulling separate reports. Viewing analytics by segment provides optimization insights to refine targeting for better-performing segments.

Cordial provides engagement analytics for every segment directly within the platform. Monitor open, click, and conversion rates by segment to continually refine targeting.

Efficiency and cost savings

Owning the segmentation process without reliance on engineering or analyst resources results in efficiency gains. Marketers can quickly make data-driven decisions on audience targeting. Automated segmentation drastically reduces the manual overhead of assembling and updating lists.

With Cordial, marketers can own segmentation without relying on engineering resources. This results in significant time and cost savings, as found in Cordial’s TEI study. The study found cost savings creating customer segments resulting in over $100,000 in savings over three years for the composite organization.

As an executive VP at a furniture retailer put it, “Now I can click a button, and I have a segment within minutes. Before, if I wanted to create a segment, it would take a week. Now it’s at our fingertips.”

In summary, advanced segmentation capabilities create efficiency, unlock customer insights, and ultimately optimize engagement levels. Intelligent platforms like Cordial make segmentation accessible for marketers while saving time and costs.

Learn how Cordial can expedite segmentation and more

Cordial commissioned Forrester Consulting to conduct a Total Economic Impact study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of managing multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns for high levels of customer engagement.

The TEI study’s quantitative findings include:

• Increased revenue from email, SMS and mobile app marketing valued at $5 million.
• Reduced costs from retiring prior solutions valued at $1.7 million.
• Improved efficiencies from automating customer service valued at $980,400.
• Cost savings preparing data for decision-making valued at $626,400.
• Reduced time producing campaigns valued at $365,800.
• Cost savings creating customer segments valued at $101,600.

Download the full study.

¹ Source: 2023 Forrester Study: The Total Economic Impact of Cordial

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