Tips & Tricks: Data at the Wheel

In 2020, one thing is loud and clear: today's consumers expect and demand personalized experiences. In fact, a recent report by SmarterHQ found that “72% of consumers will only engage with personalized marketing messages”.

In order to do this, we need data. Once data is obtained, it is vital to not only use it but to do so accurately. With personalized discounts, emails and content based on user data, marketers are able to create a better shopping experience. These are just a few of the reasons why 90% of users are open to sharing their behavioral data.

So how do we get the data required for personalizing?

1. Tracking onsite behavior via Dynamic Yield script and events

Track users’ behavior (which URLs are being browsed, how many pageviews, geo details, etc…) automatically with the Dynamic Yield script, and capture specific behaviors (add to cart, remove from cart, purchase, add to wishlist, sign-ups, log-ins, etc…) with events.

What can we do with this data?

• Weather-based targeting - based on the geolocation of the customer, we can drive users to category pages based on the forecast. For example coats and jackets for snowy weather, boots and umbrellas for rain, bathing suits and towels for the summer climates
• Surveys/ Questionnaires - proactively ask users for information about themselves or their preferences
• Product recommendations based on user affinity

Hero banner targeting based on weather conditions

Product recommendations based on affinity

2. Create Personas Using Audiences

Create meaningful “stories” and segments from varying pieces of information.

What can we do with this data?

• Cart abandonment triggered emails - send personalized emails to remind users of the items left in their cart
• Help or support notification - provide helpful notifications to users hovering and not proceeding through the funnel
• Exit intent overlays - popup relevant recommendations or promotions for users exiting the site to drive them back into the funnel

Example of a cart abandonment audience

"Need Help" notification (out of the box)

Exit intent overlay

3. Onboard 1st Party Data

Import offline purchases data to use onsite, and/ or onboard your CRM data to provide DY with additional user data, like membership status or gender, without the need to collect it on-site.

What can we do with this data?

• Recommend products purchased together with items bought in an offline store
• Gender-based Homepage hero banners
• Remind registered members to sign in to receive member discounts or take advantage of their loyalty points

Example of an audience of users who made a purchase either on or offline

Member reminder

Additional Resources

• Out of the box templates
• Creating audiences
• Importing Offline Purchase Data
• CRM Integration