One-to-Many can handle unstructured data from, for example products, transactions, shops, locations and behaviour.
A step up to the enterprise – without touching the price
The philosophy of delivering an email marketing and marketing automation solution to the many, but with functions as the most expensive enterprise solutions, maintains the Danish company MarketingPlatform, with the new One-to-Many functionality.
“We enter the scene for solutions that cost several million a year, and offer a full One-to-Many functionality for a lot less,” says founder and CEO, Kim Østergaard.
He has been working on the other side of the table since 1998, and knows how difficult it is to run a medium-sized online company without having access to the best tools. That, and the love of intelligent communication, is the driving force behind MarketingPlatform, for the Danish entrepreneur.
How a retail chain can use One-to-Many
In our example, the retail chain is a so-called multi channel player, that is, a company that sells their products through several channels. The customers can both shop in the physical stores – and in the company’s webshop on the computer and mobile.
By creating a customer club where you link purchase with a named customer, the buyers in the physical stores can be collected and used for targeted communication.
Online purchases will always be personal, and therefore could naturally be included in the context. If you also take the behavioral information from clicks in newsletters, to which SMS messages people responded to, which products are placed in the basket online – and similar transaction information – it gives the detailed knowledge for intelligent campaigns. All of this information can be handled with MarketingPlatforms usual contact data – and the new One-to-Many data function.
The many transactional data can also be used in line with the structured contact data, for segmentation and as something that triggers automated flows. The trigger could be, for example, that the customer has just looked at products, but did not buy them, which matches goods that were previously purchased in a particular category; send this campaign to collect the relevant products from a feed.
Product information completes the image and enables automation
Structured product information that is collected via feeds can provide full automation and complete the use of transactional data. More specifically, MarketingPlatform can automatically retrieve the products from a feed, that comes for example, from the webshop, a financial system or a PIM system.
The products are added based on One-to-Many data, that is, interests based on previous purchases or behaviors. Precisely because the products are downloaded automatically, the targeting can be done completely – and just-in-time, thereby increasing the relevance of the recipient.
MarketingPlatform can, as in the previous example, send the campaign with product placements after the customer has performed a particular action – or has not performed the desired action. A desired action will often be a conversion – often a purchase or a social sharing of the product.
Another example of the same data set could be that the regular newsletter for the customer club members is targeted towards the individuals based on their previous behavior, and there are hundreds of thousands of different emails sent – unique to each previous purchase and behavior.
Challenges of multiple channels
“The big challenge for multi-channel companies, or just companies that want to target communication, is to target based on past purchases, recent orders, visited products, and other attributes, with an expressed interest in specific products or areas,” says Kim Østergaard.
It requires consolidated data and tools to respond to the collected data, and they simply haven’t been available to anyone other than enterprise companies.
It is the whole philosophy behind One-to-Many and MarketingPlatform, to create useful tools that everyone can afford and which can be used by sales and marketing departments.
Read more about MarketingPlatform, the company and the functions on https://marketingplatform.com.
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