Time to time strategy needs revisit.
Rarely it stays justified. Often it requires refreshment that varies from fine-tuning to revision. An aspect that is usually examined is changes in wider and closer environment. Observations become learnings then facts. Such as: advertising clutter is getting denser – need personalized content.
Many of us would check the box – we are doing good: personalizing our newsletters. And move on…
Do we truly believe that is sufficient?
No longer. Have we checked if they open that newsletter at all? And if so, have they followed headlines leading to the website? Have they spent time to read the content? Was it interesting or relevant enough for them to share it with someone? Did we manage to involve them, so they buy into our service? Is this purchase ‘in line’ with previous ones? Or can we observe a new pattern? Would this be used to fine-tune our newsletter offer next time? Questions that are less and less avoidable for us marketers.
Big Data is not out there! It is available, just needs to be dealt with.
Needs to be played with. Needs to be approached with the right many questions. Then all we need to do is follow it up both in our strategy and daily operations.
Targeting Mr. Smiths does not do the job, but targeting Mr. Smith #1, Mr. Smith #2, Mr. Smith #3 … Mr. Smith #167 does.