Listrak CRM provides you with 360-degree view of a contact in a single place. Here you can access all the data Listrak knows about your subscribers, customers, customer orders, and the items purchased in those orders. Create actionable campaigns driven by one item: your data.
The ability to create actionable campaigns relies on two parts of the data: quality and quantity.
CLEAN DATA IN, QUALITY METRICS AND INSIGHTS OUT
Data quality directly impacts the reliability of the insights and reach of any campaigns created. From inconsistent formatting to spelling errors, there are many types of errors that can impact data quality.
Having quality, consistent data available in Listrak CRM ensures a more complete, accurate representation of customers in your data set. For example, if you want to gain insights into your customers in the United States, you could base this determination on the country they provide in their shipping address. Are customers manually entering United States? Or are they using United States of America, US, or USA? Consistently formatted data ensures that you target all customers who have indicated their shipping address is within the United States.
MORE DATA, MORE INSIGHTS
The second component that impacts the reliability of the insights provided by Listrak CRM is quantity. The more data points the system has available, the greater the number and quality of potential insights. The individual data points collected varies by vertical, but falls into one of the following categories:
- Customers and Subscribers
- Interactions with your emails and on-site
- Orders Placed
- Products Available
CUSTOMERS AND SUBSCRIBERS
Listrak identifies all people who have interacted with your brand as contacts. Customers are those who have made a purchase, while subscribers are those who have opted-in to your marketing, but may not have made a purchase.
The data Listrak knows about your subscribers is dependent on what information you collect when a contact subscribes to your marketing list or updates their information. Subscriber information may include:
- Interests and Preferences
- Send Frequency
Click here to learn more about the types of data that can be collected about your subscribers.
Information about subscribers can be collected from many different sources, including:
- In-store signups that are later imported to Listrak
- Preference Centers
- Online Account Creation
Subscriber data allows you to explore the specific behaviors of a group of customers based on their preferences. You can track this behavior over time by creating an audience. Click here to learn more about creating triggered audiences.
INTERACTIONS WITH YOUR EMAIL AND ON-SITE
Once a contact has subscribed to your emails, Listrak can also track interactions with the emails you send. Listrak CRM tracks email engagement such as clicks, opens, and reads in the last year. Email engagement metrics allow you to gain insight by exploring how engagement differs between groups of subscribers.
Listrak CRM also tracks a subscriber’s behavior on your website. This includes information such as the pages browsed. Leveraging page browse data allows you to send targeted messages to these contacts in an effort to convert them from browsers to purchasers.
ORDERS PLACED AND PRODUCTS AVAILABLE
Once a subscriber converts to a customer after making a purchase, Listrak gathers additional information from four files:
- Customers: Customer data relating to their name, address, etc. when placing an order.
- Orders: Information about an order, such as order number.
- Order Items: Information about specific items included in an order, such as SKU or price.
- Products: Information about all of the products that are currently or have been available on your site for purchase.
Click here to learn more about the information collected in these files.
The data collected above is analyzed by Listrak CRM to provide insights into the predictive behavior of subscribes and customers. Calculating a customer’s lifetime value or likelihood to purchase allows you to create specific, targeted messages to these groups of people. A large quantity of good, quality data increases the number of data points available to use in predictive behavior modeling, ultimately allowing you to easily target customers with relevant messaging.