Why the data matters?
Understanding your customers starts with understanding your data. See how Digital Tealeaves can help simplify this for your brand below…
Why the data matters?
Digital Tealeaves is largely focused on Visitor Attractions, Sport and Live events. Such is the experience of Managing Director, Peter Oliver. Since the birth of the internet and the subsequent, COVID-19 induced digital acceleration, customer data has become abundant in its availability.
The digital footprints created by browsing the internet . “Places to take the kids during the school holidays” to the process of booking online for a much anticipated “live event” delivers us all the data we need to enhance the experience for the guest, and maximise revenues for the event organiser,. A virtuous journey for both parties.
Assuming that your website is already optimised to bring visitors to your digital door (SEO), there is a seemingly never ending avalanche of data available, if only we knew what we were looking for and took the time to review it?
Understanding your data
Customer data usually starts life anonymously with only a device IP address available to give you clues, but even at this level, with web push marketing it is possible to deliver highly personalised messages to your audience.
As visitors engage with your messages and move down the funnel, register their interest, add specific product bookings or tickets into their basket, and , ideally checkout and make a booking. The richness of the data just gets better and better until ultimately you have a customer coupled with their financial transaction, now begins the personal engagement, pre and post visit, and the potential of up-sales and repeat visits.
Remember that finding a new customer can be up to 5 times more expensive than keeping an existing one
With an average of over 75% of visitors across sport, live events and attractions now engaging and purchasing online, this should not be an optional step, and investing in) your online presence is essential for all venues and attractions.
The role of the Seer
In an ideal world, of this invaluable data pours from a single system, like digital oil,into a data store and uses artificial intelligence (AI ) to recommend and automate your outbound communications strategy.
…..Customers will simply flock to your doors!
Well of course, although the strategy is sound, the reality is normally a little different. Due to the limitations of budget that most organisations face, and reality we are in fact dealing with multiple disciplines (web design & analytics, eCommerce sales, ticketing capacity, seating plan design, payment gateways, Point of Sale, CRM, emarketing, Business Intelligence and Accounting functions which in most cases don’t fit into a single system, then the role of the systems integrator is essential.
“Best of Breed” is a term used to describe the process of choosing the best tool for a specific job. is very much the case in the sports and leisure sector.
If you ask departmental managers about the best tools available to deliver the best outcomes for the business, you will inevitably get a variety of answers.
This is OK. So long as it is possible for your application to become a part of the digital ecosystem. This is very much a technical consideration, and for most businesses means choosing systems that have well documented API’s (Application Programming Interface) or put more simply, a plug and socket approach.
Although having the right plumbing ( to continue the digital oil analogy) and a real-time, continuous flow of data, is largely a technical task, knowing what data you need and how you intend to use it is a different challenge entirely.
This is where Digital Tealeaves can help, not only in your choice of systems but also understanding what data is required to build this enriched single customer view and crucially how this can be actioned to best effect.
Whether your commercial objectives are increased dwell times, booking conversions, increased spend per head, increased membership uptake, repeat visits or improved CSAT scores, understanding how your customer engages with your organisation is critical to your continued success.
This is the role of the modern day Seer, to use empirical evidence delivered through data, NOT reading tealeaves, in order to build a sustainable strategy for customer engagement.