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The Monday Morning Quarterback: Customer Edition

AcxiomSeptember 24, 2015

This morning, in between waiting for my coffee to brew and herding the kiddo out the door for school, I grabbed my phone and checked two apps:

  1. Fantasy Football
  2. Social Media

The former had me sighing in relief (the team I faced this week did not have Rob Gronkowski), the latter had me chuckling over a friend who was rejoicing the return of fall, not for sports, but for Pumpkin Spice Lattes.

Wait, those two things don’t particularly reconcile do they?

I’ll take it one step further. My fantasy football app was pushing cars and sports betting, whereas the promotions on social media were around concerts and clothes. There was one lone sports promotion in my social feed, but it was for the local team, which isn’t the one I get particularly passionate about.

Therein lies the twenty-first century conundrum, ladies and gentlemen. How do you reconcile the abundance of facts available about a person to create a robust, meaningful picture? If I judged based on the info targeted to me via social media, I’m a basic girl who loves fall, expensive coffee drinks, and shoes. If the fantasy app was right, I’m likely to buy a truck and drop a lot of money on offshore betting.

What if the reality is somewhere in between, with a few facts thrown out based on pure hyperbole?

Very simply:

  • I love football.  This is my eleventh year playing fantasy football and I root for the Bengals
  • Expensive coffee drinks are awesome, but I’m more of a salted caramel person
  • Quirky cars that express my personality are the best, especially if they are of the soft top variety and do well in snow
  • The likelihood of me doing offshore betting is about as high as getting my friend Kathy to willingly watch 15 minutes of a Jets game (zilch)

Reconcile that based on what’s being served to me via the two apps. Changes things significantly, doesn’t it? More importantly, three of those four bullets could easily be identified if someone took the time to reconcile me across devices and known interests using first and third party data.

Yeah, it really is that simple, and more importantly, consumers are coming to expect that targeted content is meaningful and relevant. The farther off the mark you are, the more likely you are to be tuned out, which means you need to stop and crack open that playbook before you execute one more campaign, and ask yourself a few critical questions:

  • Do you really know who you are talking to (not just your perception, but fact based insights that span all available information)?
  • Are you using that information to talk to the individual, as opposed to at them?  Case in point, I may be on a fantasy football app, but that doesn’t automatically predispose me to offshore betting.
  • Are you updating that information in a meaningful was as you go?  Sure, you are promoting to me, but are you continuing to serve me the same thing after I’ve already taken an action?

The reality is, you can promote all day long, but without that meaningful playbook to understand what will work best for your customer base, you’ll be throwing a long ball into double coverage and hoping that your wide receiver battles for the catch. Sometimes it works, and it’s a beautiful thing that makes all the fans reel. More often than not, the pass is knocked down or intercepted, which could end up losing the game.

Take the time. Develop your playbook. Pull together all that online and offline data so that you know how to effectively engage with your customer base, then execute. That simple shift in strategy is more than enough to win a championship and spawn a dynasty.