Going online is more than just posting on social media.

After building the online assets and boosting the engagement rates through quality content, some brands decide there is nothing more to be done. They don’t see the point in going the extra mile if they are already making revenue. But we are here to tell you it matters. 

While Stage I and Stage II are about creating and promoting your online assets, Stage III (Capture and Store) is more about optimizing your online presence. This is the stage where your audience’s behaviors and interests are analyzed. Your brand can use this information to better address your audience’s needs and wants.

Wick uses a Customer Data Platform to analyze users’ data and online activity to generate revenue. How? To give one example, if a certain page is found to have a high bounce rate (meaning users automatically leave the page upon arrival to it), this is an indicator that there is something wrong with the page. It could either be a technical issue or something related to the content featured on the page. Similarly, if sales are down, the demographic data of the audience (age, gender, interests, geographic location) can help explain why certain targets are not being met. Such data can also guide your future decisions to boost your sales and ultimately, revenues. 

A Customer Data Platform's most notable objectives are:

• Tracking visitors, capturing their behavior on your website, understanding their patterns, and storing and owning all this data.
• After capturing and storing, your visitors are segmented into personas, each having a distinct buyer’s journey.
• Now that you know your audience, your marketing strategy is tailored to fit each persona, achieving a dynamic and relevant marketing campaign.

Knowing your audience means your resources will be directed only to what is relevant to them. This data is what differentiates such methods from the traditional hit-and-miss marketing and advertising approach, where money was spent on what seemed to work. By knowing your audience’s behaviors, you can be sure that every dollar spent is serving your overarching business goals. 

For example, an e-commerce website may record 10,000 visits a month and only 50 purchases. Data management and targeted marketing closes this gap and helps increase your brand’s return on investment (ROI). You may spend $10,000 to promote a Facebook ad that records 1M views, but how many of these views are relevant? Irrelevant views are wasted money, making a Customer Data Platform (CDP) of key importance to your brand, limiting data wastage and optimizing your brand’s ROI.

There is so much data available online that many companies ignore; worse, some don’t even know about this data. Wick wants brands to build powerful connections with audiences, allowing for a better marketplace for all.

Let Wick help you do that.