e.l.f. Cosmetics' CMO reads 2000 customer comments weekly to stay close to his audience. He shares three ways to turn data into action: consolidate everything into one source of truth, personalize through connected journeys, and analyze performance in real time to spot what's working.
March 16, 2021.
A minimum of 2,000 comments per week.
The relationship between marketing and commerce is the courtship before the commitment. Marketing is the courtship so that you can get to the commerce which is the commitment to a longer term relationship.
I will never think of marketing and commerce the same way again. Hi, I'm Emmanuel Acho and you're watching Simply Put, where we take complex business business challenges and give them clear solutions, tech speak and business jargon. Nope, that won't fly here. I'll make sure you get simple advice for digital success using real words. And if things get too into the weeds, you'll see one of these and we'll keep it moving. On this episode of Simply Put, we're discussing data with the Chief Marketing officer of ELF Beauty, Cory Marchisotto. Corey knows how powerful data can be and how to see the humanity in it. We'll also be joined by Kelly Eliahoo, a senior product marketing manager at Salesforce. Kelly will run a demo getting into the nuts and bolts of how businesses can turn data into action. That sound good? All right, let's get back to you Corey.
One of the most important parts of my job is being intimately connected to consumers unique needs, wants and desires. I read a minimum of 2000 comments per week. The reason I read so many comments per week is because I'm looking for patterns so so that we can tailor our marketing to better serve the relevancy of the consumer. Simply put, emojis matter. Digital is at the center of all of our customers behavior patterns. Before the pandemic, people were comfortable going to a store before they would commit to a purchase and now they're trusting entirely the digital journey. Customer expectations have dramatically changed and we need to move at the speed of consumer. Most marketers struggle with speed and ELF speed is a core competitive advantage that we have. These unprecedented times have acted like an accelerator and Salesforce is our rocket fuel.
All right, let's accelerate this. Corey has three pieces of practical advice. Salesforce expert Kelly Eliyahu will also help us get on the road to data Driven.
Simply put, these are my top three tips on how to turn data into action. Number one, bring all of your data into a single source of truth.
Corey's right. Customer data doesn't come all tied up in a neat little bowl every time a customer interacts with your business, visits a website, makes a purchase, opens an email or contacts support. That's more data to track and manage. To truly understand each customer, you need a single source of truth. A single source of truth captures all your data and unifies it into one ID per customer. Once you have this single view. Then what? For starters, you can segment and activate that data to to make each engagement with your brand relevant, like how ELF does with emails and texts, as Corey mentioned. Which leads us to our next tip.
Number two Personalize content through connected journeys.
Exactly, Corrie. Once you've segmented your audiences, treat them to personalized journeys full of connected content and real time experiences. As we all know, not every customer responds to every channel equally. They have their preferences. One simple thing you can do for customers like me who have a hard time keeping up with email is engage them through ads instead. For elf, tapping a social ad leads to tailored visuals for skin tone and type, and a recent purchase will trigger recommendations for related products. By understanding their customers and engaging with relevancy, ELF's personalized content journeys build lifelong relationships.
Number 3 Optimize by analyzing your performance in real time.
Yes, this consumer behavior never stops changing. You've got to be able to analyze your marketing performance in real time. Make changes on the fly. Never stop improving. Being data driven requires a view of your marketing and business analytics in one place. You use AI to spot things like audience trends and low performing campaigns so you can instantly take action. ELF listens to their consumers making changes to visuals, copy and overall journeys based on their feedback. Corey said it best Insights don't mean anything unless you turn them into action.
Thanks for watching. Simply put, we've got a lot of good stuff left, so be sure to click on the next video. You know I'll be there.
