Perspectives on Data as Fuel
Every program Dotomi runs is driven by data. We construct robust user-level profiles that paint a true and highly-predictive picture of each consumer, and utilize those insights to generate relevant messages and maximum results.
When working with our clients, our aspiration is to acquire and utilize all possible data in a privacy-compliant fashion (Dotomi's Privacy Policy). The more we know about a consumer, the greater our ability to predict their purchase and visit intentions, ultimately using it to deliver the best message, creative, and media at an individual level.
Think about how best to gas up the finest sports car. You’d never fill it with regular. You might use midgrade if you found yourself on empty while driving on a rural country round. But you can be sure your first choice would always be premium.
Display advertising effectiveness operates in the same fashion. Knowing a consumer has abandoned a particular website is interesting, but not terribly informative. Understanding that they browsed women’s dresses and had visited the property three times in the past week is better. But with the additional layering of information such past purchase history, demographic data, and psychographic affinities, marketing efforts suddenly become incredibly precise and exactly what an individual needs.
Using Data Across Dotomi Solutions
We will work with you during the integration process to anonymously collect information as fuel for our real-time profiling solution. While the data utilized may change depending upon the type of solution running, how we use it doesn’t.
Data captured with recent visitors will be generally site-specific, sent to us directly by user intentions or marketer site capabilities:
- Path analysis and browsing patterns
- Category data, such as brand, department, and gender
- Customer status
- Referring source
- Geographic information
Buyer and Prospect programs enable us to carry dynamic data much further. Buyer programs use past purchase history to encourage your best customers to buy more often, or even to reactivate lapsed users. In essence, data increases the long-term value of your existing customer base.
Even more exhilarating is how buyer intelligence can then feed acquisition. Consumer affinities and insights, layered on top of transaction data, help us to understand who your ideal customers are, drive our ability to model robust prospect programs.
Dotomi programs operate best when running on premium fuel. The greater the relevancy in messaging, the more brand engagement is strengthened. With increased site interaction comes a huge augmentation to conversion activity, thus driving strong returns for marketing dollars invested. The more refined our data, the more your business grows.
