Using big data to nurture your customers for longer relationships

So last week I discussed how you can leverage social data to reactivate your dormant customer base (check the blog out here if you haven't already), but how can you keep these customers interested once you've got them active again? Let's discuss how to use big data to boost retention.

Consumers are constantly bombarded with signup bonuses and 'free first bet' offers which your competitors will use to continually try to entice your customers to bet with them instead of you. But there may be ways to ensure that if your customers are actively looking for gaming services that they choose you.

Get personal with big data to boost retention

Alongside advancements in technology and data analytics capabilities comes growing demands for personalised communication. A customer who places bets solely on horse racing is unlikely to take up your offer of enhanced odds on the Everton vs Man Utd match on Saturday. Sending an impersonal notification of an offer which is not relevant to their interests or hobbies may lead them to switch off their notifications, ignore future prompts, or even delete your app from their device entirely. With 44 per cent of UK consumers reporting that they ignore communications from brands that do not target them correctly, it is more important than ever to get personalisation right. Just because a customer consistently plays from Manchester doesn’t mean that they support a Manchester football team (or any football team at all). Similarly, sending prompts at the wrong time of the month (such as a week before payday) could have you missing out on customer spending because of uninformed timing.

Stand out from the crowd

Current methods used to predict future behaviour and personalise marketing often involve months of monitoring habits to identify patterns in consumer behaviour - but this leaves the risk of these consumers dropping off before you have learnt their interests - which is no good if you are looking to boost retention.

While, as mentioned above, many companies do segment customers and personalise offers, doing this based on monitoring and analysing habits over time can mean that, during the first (crucial) months following onboarding, the customer will be receiving generic offers, rewards, and experiences. Even in the case of reactivating customers that you already have insights for, you risk these being outdated and providing an irrelevant user experience,

What are your options?

There are multiple options for how to go about making your marketing more relevant to your consumers. Once you have reactivated your dormant customer base (again see last week's blog), it is important to understand what they are interested in before blasting them with ads.

With Discovery, you have the ability to not only discover what your audience's interests are, but to understand the complete breakdown at an individual level and at a group level, including:

  • Interest rankings (what are they interested in?)
  • Intensity of interest (how interested are they in this topic?)
  • Personality (what kind of messaging or imagery will they engage with?)

So that you can segment your audience and target them with more relevant content to increase conversion and drive traffic from Twitter to your website.

Want to discuss more about how to use big data to boost retention? Drop me an email or call the office for a chat!


Author Charles Mott