Hey,

In order to attract the right people, you need to understand customer preferences and past activity. Accomplishing this requires a strong underlying customer model to generate accurate segmentation. This, in turn, requires aggregated, cleansed, and processed data sources. This pre-processed segmentation is what we’ll call “slow data” – a strong understanding of what makes customers tick.

For customers already in the store, you need to add a layer to the pre-processed segmentation, in order to fire the most relevant communications in response to real-time activity. We’ll call this the “fast data” layer.

There is also a middle ground: pre-planned customer campaigns that adapt to short-term changes, by re-evaluating customer segmentation just before execution.

Let’s examine all three options and how you can take advantage of them in Optimove.

Cheers,

Shai Frank

VP Product, Optimove

Leveraging the Combination of Fast and Slow Data

There is a major difference between getting customers into your digital store and getting them to buy while in the store.

Pure “Slow Data”

Use the power of pre-processing to define and determine customer segments that are based on past activity and future predictions. For example, target a group of all likely-to-churn customers whose favorite category is Cosmetics:

As this type of information does not tend to change frequently, you can plan this campaign in advance, while making sure that there are no overlapping campaigns or exclusions, so that you know exactly which communications these customers are exposed to.

Pure “Fast Data”

Use live events collected in real-time from your website and/or mobile app to respond with the most relevant offers to customers. For example, direct your cosmetics fans towards a special sale in their favorite department, during their visit. Use the same segment you used for the pre-planned campaign, above, and create an activity-triggered campaign to respond in real-time:

The “Fast Data” and “Slow Data” Combo

Use re-evaluating campaigns that re-analyze segmentation just before execution, ensuring that all customers in the segment still meet the defined criteria. For example, when targeting customers who’ve made only a single purchase, you want to make sure that you are not including customers who have recently returned their only purchase. In these cases, you will probably want to remove these customers from the campaign in order to send a better-suited one.

In order to create such a campaign, use Optimove’s re-evaluating campaign option:

The customer data used in the re-evaluation process can be updated in the background using Track & Trigger activity data, or data sent to Optimove via the API. To learn more about re-evaluating campaigns, contact your CSM.

> From our blog

Blog: Combining Fast and Slow Data

True marketing magic happens when you combine “fast” and “slow” data. Learn more about combining these two data speeds in our latest blog post. Read more.