The State of CRM in BtoC Ben Bouteille - Splio (formerly Tinyclues)

As acquisition costs continue to rise due to the cost of using 3rd-party data, acquisition marketers will need better ways to build audiences and targets.

1st-party data isn’t just for CRM, it can be used to power effective targeting across social and the open web.

Today, we’ll chat a bit about how that works and how 1st-party data is the future of acquisition as well.

The majority of brands still don’t make omnichannel retailing a priority. Why? 

1) There is a lack of understanding in terms of what it actually is and why it’s important and  

2) it’s difficult to operationalize from a business perspective.   

Today, we chat about what omnichannel retailing is and isn’t and what retailers should consider when building an omnichannel strategy.

Customers are concerned about data privacy.

It’s unclear whether or not a personalized experience is valuable enough for a customer to volunteer data and also unclear as to what consumers view as personalization. 

A recent study has some interesting data on the topic and interesting interpretations of the results. 

This week we discuss the study, and results, and offer our own interpretations.

Between March 27th and the 30th, Ben and Matt attended Shoptalk Retail Las Vegas.

This conference attracts leaders from around the retail industry and partners to get together, chat, present and view contact, and share.

During this episode, we are going to cover some of the big themes that popped up during the event and give everyone a bit of a view into the four days.

This week, Matt is discussing with Simon BOISSINOT, Technical operations Director at Tinyclues.

Simon is a key driver behind the innovation that makes Tinyclues propensity deliver value for CRM marketers and businesses, and he’s here to talk about how propensity scores can accelerate real business results. 

But there are risks associated with a build approach that can be mitigated through data science solutions in the market to help derisk and accelerate these projects.

The unsubscribe rate is a key indicator as to whether or not CRM messaging is relevant.  

It can also indicate whether or not your audience is fatigued due to the volume of messages they receive known as pressure. 

But, relevancy and pressure are essentially to manage together to ensure your unsubscribe rate is as low as possible.