Using Data to Drive E-Commerce Marketing Success

ECommerce businesses must constantly adapt their marketing strategies, evolving to outpace and outperform the unlimited competitors vying for digital shelf success. Read on as the team from Content Status explores how and why data should be the cornerstone of your eCommerce marketing approach.

Why Data Matters in E-Commerce

ECommerce businesses are in intense competition with brands and retailers around the world. Success in an increasingly saturated and competitive retail landscape requires organizations to create and implement data-based strategies.

Collecting, organizing, and evaluating your eCommerce marketing data empowers you to guide your digital marketing strategy to hit your target KPIs, reach your audiences, and drive you toward digital shelf success. Intuition and historical performance metrics aren’t sufficient to guide you into the future. You need data to make informed decisions for eCommerce marketing.

Optimize E-Commerce Marketing with Data

Marketing is essential for your e-commerce business. Whether you invest in paid ads or simply want to optimize your product detail page, you must invest in your marketing strategy to hit your KPIs.

E-commerce analytics track conversion rates, click-through rates, and ROI to determine if your marketing campaigns are working. This data identifies the most successful strategies alongside those that don’t yield the desired results.

Once you have your analytics, you can shift your marketing focus to ensure your campaigns work optimally. Measuring your eCommerce marketing success empowers you to fine-tune your strategy to see sustainable growth while evolving with the market.

How to Use Data to Boost E-Commerce Marketing Success

The team at Content Status knows eCommerce marketing inside and out. Below we explore how you can use data to drive eCommerce marketing success starting now.

1. Improve the Customer Experience

Knowing your customer –– and creating bespoke experiences –– is critical to securing the initial sale and increasing customer retention. And because customers expect personalization in their online shopping journeys, eCommerce businesses must implement customer data in their marketing strategies.

Recent research from Epsilon found that 80 percent of shoppers desire personalization from retailers and are more likely to shop with retailers offering personalized experiences. And though personalization is foundational to a successful e-commerce platform, McKinsey found that 67 percent of retailer respondents say their greatest personalization challenge is gathering, integrating, and synthesizing customer data.

A customer-centric approach is the only way you will see the fruits of your eCommerce marketing strategy. ECommerce analytics allow brands to study user behavior and determine how to create a shopping experience tailored to the individual: the most effective way to transform a shopper into a customer.

2. Understand (and Outwork) the Competition

You don’t hold 100 percent of your market share because you’re competing against other brands and businesses. The secret to winning the eCommerce retail space lies in optimizing your marketing, and that’s only possible when you understand your competition.

Running a competitive analysis allows you to gather and evaluate data on competing brands and businesses. By conducting a competitive analysis, you can gain insight into how and why other brands in your industry are succeeding in their marketing efforts.

Competitive analysis research provides the following information and data:

• Where competitors get the most traffic
• Competitor pricing strategies
• Product performance
• Customer satisfaction and sentiment

You can only win the digital shelf if you outperform everyone else. And that victory begins with marketing. Analytical data on your competition provides insights that help you create strategies to gain a competitive advantage.

3. Syndicate Data Across Channels

Brands and retailers exist in an omnichannel market. Shoppers browse multiple sites on various channels before committing to a purchase. As such, eCommerce businesses must provide consistent data across all channels to optimize the customer experience and enhance marketing success.

Product data consistency is crucial in eCommerce marketing. Accurate, consistent data builds trust and communicates professionalism. Conflicting product data raises a red flag for consumers, driving them to shop with your competition. When inconsistencies crop up, shoppers abandon their search with you and look elsewhere for a more consistent, stable brand.

Data syndication empowers you to take hold of and grow your market share. Content Status’s product content auditing and monitoring tools ensure your data is accurate, consistent, and supporting your marketing strategy to attract audiences.

By building, managing, and syndicating your product data through Content Status, you streamline your processes ––which saves time and money –and provide a superior customer experience, empowering you to win more of the market share.

4. Conduct Share-of-Search Audits

ECommerce marketing data allows you to thoroughly understand brand and sales performance. Your marketing strategy should increase awareness, interest, engagement, and sales and show how you stack up against your competition.

Share of search audits from Content Status provide data-driven insights for your performance and competing brands. Share of search audits deliver information that helps you

• Understand brand penetration
• Understand product position on the digital shelf
• Gain insights regarding holistic brand and category performance

With this data, you can adapt your marketing strategy to increase and optimize your presence on the digital shelf.

Increase E-Commerce Revenue with Marketing Research and Data Analysis

The goal of any eCommerce marketing strategy is to increase sales and revenue. And that can only be accomplished with data. You cannot and should not build an online retail company on hunches and gut instinct. Your marketing approach requires gathering and evaluating data so you can then make informed, confident decisions for your strategy.

At Content Status, we know the value of data collection and management. Through our technology platform and expert services, we solve revenue-impacting product content challenges that drive eCommerce marketing success.

Content Status provides a complete solution that empowers you to improve your digital shelf strategy immediately. Connect with our team to learn more, or start your free trial today.