How To Increase Your Ecommerce Marketing Success With Customer Research & Data Mining [Video]

In this episode, Greg Shuey introduces Laurel Teuscher, the VP of services at Stryde, to discuss the paramount importance of customer consumer research in e-commerce. Laurel, with over a decade of experience in digital marketing and a master’s in library and information science, emphasizes the shift from reliance on abundant data to more traditional methods of understanding customers due to evolving privacy laws and cookie-less tracking. The discussion highlights the necessity of direct engagement through surveys, interviews, and customer support insights to adapt to rapidly changing consumer behaviors and preferences, particularly in light of the pandemic and economic shifts. They advocate for using technology to complement these efforts, like KnowCommerce for post-purchase surveys, and stress the importance of audience development, deeper segmentation, and leveraging customer feedback across marketing strategies.

Key Takeaways:

The Critical Role of Customer Research: In an era where data privacy is tightening and traditional data sources are becoming less reliable, businesses must revert to direct methods like focus groups, surveys, and customer interviews to truly understand their audience.

Audience Development and Segmentation: Misconceptions about target demographics can lead businesses astray. It’s essential to accurately identify and understand the customer base to tailor marketing efforts effectively.

Leveraging Technology Wisely: Tools like KnowCommerce can provide valuable insights beyond conventional analytics, offering a deeper understanding of how customers find and interact with a brand.

Incorporating Customer Feedback Across Channels: Utilizing customer reviews and feedback in marketing materials, not just in ads but across email campaigns, blog posts, and social media, can significantly enhance relevance and engagement.

Adaptability and Continuous Learning: Given the rapid changes in consumer behavior, ongoing research and adaptability in marketing strategies are crucial. Brands must continuously seek out where their customers congregate online and engage with them meaningfully to foster loyalty and advocacy.

Episode Transcript: https://www.stryde.com/customer-research-data-mining-for-ecommerce-brands/
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Laurel Teuscher LinkedIn: https://www.linkedin.com/in/laureltoosure/