Data & Automation Drive the Future of All Marketing Communications at Freshpair

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Data-centric, automated marketing messages across channels are poised to become the default communication mechanism between brands and customers. Marketers will control prioritization, frequency and branding while automation will analyze and react to individual customer behavior and product catalog data to create and launch multichannel communications plans on the fly. This session will cover how FreshPair used a single, end-to-end system to capture and analyze data and trigger automated outbound email and display ads based on product catalog changes and customer behaviors. This contrasts with marketers’ typical workflow, which requires multiple components of the marketing stack to get a single view of customers. The session will show how calculating priority and frequency rules are critical in avoiding communication overload that can overwhelm shoppers, while still driving a dynamic customer experience that boosts revenue from email and display.

Marketing

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Who are your most valuable customers?
Which of your loyal customers are fading away?
Who is a full price buyer that doesn’t need a discount?
Which new customers show potential of being high value?
Who is about to unsubscribe?

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