{"id":22424,"date":"2024-04-11T12:12:23","date_gmt":"2022-12-20T20:47:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/beyond-the-cookie-harnessing-your-first-party-data-to-identify-your-best-customers-with-quickstart-guide"},"modified":"2024-06-11T18:10:27","modified_gmt":"2024-06-11T18:10:27","slug":"beyond-the-cookie-harnessing-your-first-party-data-to-identify-your-best-customers-with-quickstart-guide","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/beyond-the-cookie-harnessing-your-first-party-data-to-identify-your-best-customers-with-quickstart-guide","title":{"rendered":"Beyond The Cookie: Harnessing Your First-Party Data To Identify Your Best Customers (With Quickstart Guide)"},"content":{"rendered":"<h2>The 80\/20 Rule and Your Customers<\/h2>\n<p>The \u201c80\/20\u201d rule, formally known as the <a href=\"https:\/\/asana.com\/resources\/pareto-principle-80-20-rule\" target=\"_blank\" rel=\"noopener\">Pareto Principle<\/a>, states that for most outcomes, roughly 80% of consequences come from 20% of causes.&nbsp;<\/p>\n<p>In terms of ecommerce, this rule means it\u2019s crucial to know our \u201cbest customers.\u201d It\u2019s been well documented that this principle extends to consumer spending: <a href=\"https:\/\/www.masterclass.com\/articles\/80-20-rule-marketing\" target=\"_blank\" rel=\"noopener\">80% of a company\u2019s revenue is from its top 20% customers<\/a> (others <a href=\"https:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=3498097\" target=\"_blank\" rel=\"noopener\">contend<\/a> it\u2019s closer to 60\/20). A few other powerful facts about the \u201cbest\u201d customers:<\/p>\n<p><strong>Your Best Customers:<\/strong><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/blog_harnessing-1p-data-1.jpg\" \/><\/p>\n<p>Yet, what\u2019s at times bewildering to see is that many retailers don\u2019t have a documented strategy to activate against these customers who their business essentially relies upon (which means they\u2019re not really doing anything).&nbsp;<\/p>\n<p>The truth is, using your <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/importance-of-zero-party-data\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a> to identify, segment, and activate against your best customers is an immensely potent weapon for any enterprise company in ecommerce.<\/p>\n<p>Understanding your best customers, and how they shop, such as:<\/p>\n<ul>\n<li>When they tend to browse versus buy<\/li>\n<li>What they tend to view versus what they tend to buy<\/li>\n<li>What roles different devices play in their site behavior&nbsp;<\/li>\n<li>What content they tend to read or engage<\/li>\n<\/ul>\n<p>Can unlock significant increases in:&nbsp;<\/p>\n<ul>\n<li>Growing existing best customers, both by intelligently cross-selling (AOV, basket size) and <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/customer-lifetime-value-guide\">customer lifetime value<\/a>&nbsp;<\/li>\n<li>Finding more customers just like them, leading to higher revenue per visit (RPV)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>How To Segment Your Best Customers With Bloomreach Engagement<\/h2>\n<p>With Bloomreach Engagement, you can easiy segment your customers and start activating those that drive the most revenue for your business. Simply follow these steps within the product:&nbsp;<\/p>\n<p>1. Navigate over to \u201cData and Assets\u201d in the left sidebar, then click on \u201cCustomers.\u201d<\/p>\n<p>2. Create a customer filter that utilizes customer properties, specifically lifetime value:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/blog_beyond-cookie-customers.png\" \/><\/p>\n<p>3.&nbsp;You\u2019ll begin to notice (like in the example above from our <a href=\"https:\/\/academy.bloomreach.com\/engagement-crash-course\" target=\"_blank\" rel=\"noopener\">Academy<\/a> Sandbox project) a live number of matches from your customer base. You can ease or back into your top 20% customers this way quite easily.<\/p>\n<p>4. Save the filter as a template, calling it something like \u201cTop 20% CLV\u201d \u2014 congrats, <strong>you\u2019ve already done half of the work for this exercise<\/strong>.<\/p>\n<p>5. Head over to \u201cCampaigns\u201d in the left sidebar, and get ready, because you\u2019re about to change the game.<br \/>\n&nbsp;<\/p>\n<h2>Quick-Start Guide: Using Campaigns To Activate Your Best Customers<\/h2>\n<p>There are a variety of tools at your disposal here, and ultimately, how exactly you and your team configure these is dependent on your business, your customers, and your goals. Nevertheless, here is a table of strategic thought starters for activating your best customers:<\/p>\n<table border=\"1\" cellpadding=\"1\" cellspacing=\"1\" style=\"width:500px;\">\n<thead>\n<tr>\n<th scope=\"col\" style=\"text-align: center;\"><strong>Tool and What It Does<\/strong><\/th>\n<th scope=\"col\" style=\"text-align: center;\"><strong>Best Customer Strategy<\/strong><\/th>\n<th scope=\"col\" style=\"text-align: center;\"><strong>Using Bloomreach Engagement: Activation Thought Starter<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/scenarios-1\" target=\"_blank\" rel=\"noopener\">Scenarios<\/a><br \/>\n   <em>Create customized scenarios using a drag-and-drop approach.<\/em><\/td>\n<td>Let them know you recognize and appreciate them<\/td>\n<td><strong>Create trigger: <\/strong>Upon site visit if last visit hasn\u2019t occurred in 2-3 weeks<br \/>\n   <strong>Create event:<\/strong> Browser notification that welcomes them as a highly valued guest, offering multiple ways to receive assistance.<\/td>\n<\/tr>\n<tr>\n<td>&nbsp;<\/td>\n<td>Show them what\u2019s new that they may like<\/td>\n<td><strong>Create trigger:<\/strong> Upon site visit<br \/>\n   <strong>Create event<\/strong>: Browser notification that directs them to new arrivals, fueled by AI-driven product <a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/recommendations\" target=\"_blank\" rel=\"noopener\">recommendations<\/a> based on attributes they\u2019ve previously shopped or purchased.<\/td>\n<\/tr>\n<tr>\n<td>&nbsp;<\/td>\n<td>Give them special access to a sale<\/td>\n<td><strong>Create trigger:<\/strong> Upon site visit<br \/>\n   <strong>Create event:<\/strong> Browser notification that provides a unique promo code allowing access to a private sale landing page you\u2019ve created just for VIPs, with dynamic <a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/recommendations\" target=\"_blank\" rel=\"noopener\">recommendations<\/a> served up to each shopper.<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/email-campaigns-1\" target=\"_blank\" rel=\"noopener\">Email Campaigns<\/a><br \/>\n   <em>Create and send personalized emails in a visual editor or with traditional HTML.<\/em><\/td>\n<td>Invite them to get a sneak peek of a sale<\/td>\n<td><strong>Create email:<\/strong> Use the visual editor to drag and drop elements of your upcoming sales event, ideally with a CTA that drives to a presales landing page. Take it further by paying the email off with manually merchandised pathways of the sales event\u2019s most prized products. This is a great candidate for peak season activations.<\/td>\n<\/tr>\n<tr>\n<td>&nbsp;<\/td>\n<td>Encourage word-of-mouth referrals<\/td>\n<td><strong>Create trigger:<\/strong> Post-checkout<br \/>\n   <strong>Create email:<\/strong> Use the visual editor to create persuasive referral incentives, with a give-and-get double-dip bonus for your best customers. If they refer a friend, their friend gets a discount, and if they use it, your best customer could get a surprise and delight.<\/td>\n<\/tr>\n<tr>\n<td>&nbsp;<\/td>\n<td>Cross-sell related products<\/td>\n<td><strong>Create trigger: <\/strong>Post-checkout (+ 1 week)&nbsp;<br \/>\n   <strong>Create email:<\/strong> Deliver highly targeted accessories (cases, cleaners, etc.) and peripheral products that go hand in hand with their original purchase. Provide a discount or loyalty reward that you do not normally offer general purchasers. Treat these discounts as a thank-you to your best customers. &nbsp;<br \/>\n   &nbsp;<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/surveys-1\" target=\"_blank\" rel=\"noopener\">Surveys<\/a><br \/>\n   <em>Create forms with custom questions and answer options.<\/em><\/td>\n<td>Get assortment ideas<\/td>\n<td>Ask your best customers what kinds of product(s) they\u2019d love to see from you.&nbsp;<\/td>\n<\/tr>\n<tr>\n<td>&nbsp;<\/td>\n<td>Assess site experience<\/td>\n<td>These customers, who probably use your website successfully (given they\u2019re in your top 20% of all customers), could reveal golden insights via verbatims like \u201cI just wish it was easier to\u2026\u201d&nbsp;<\/td>\n<\/tr>\n<tr>\n<td><a href=\"https:\/\/documentation.bloomreach.com\/engagement\/docs\/experiments\" target=\"_blank\" rel=\"noopener\">Experiments<\/a><br \/>\n   <em>Create and send personalized emails in a visual editor or with traditional HTML.<\/em><\/td>\n<td>[You can literally test anything on this list with experiments]<\/td>\n<td>Validate your decision-making with data. Iterate into your best, winning strategy for maximizing your best customers.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Building your plan out from the table above is easy.&nbsp;&nbsp;As French Writer Antoine de Saint-Exup\u00e9ry once famously said, \u201cA goal without a plan is just a wish.\u201d The same goes for activating your best customers.<\/p>\n<p>In short, all you need to activate your best customers is:<\/p>\n<ul class=\"dots\">\n<li>Create a segment of your best customers<\/li>\n<li>Activate against them with campaigns<\/li>\n<li>Feed the list of your best customers to your marketing partners, who can:\n<ul>\n<li>Utilize Bloomreach <a href=\"https:\/\/www.bloomreach.com\/en\/products\/engagement\">Engagement<\/a> directly to build out communication and nurture campaigns<\/li>\n<li>Utilize anonymizer tools to upload directly into digital ad platforms across social media and programmatic channels to create prospect (lookalike) audiences and start driving more people that look like your best customers to your store<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Identifying, segmenting, and then activating your best customers will prove to be one of the most fruitful efforts your organization can likely make in 2023 and beyond.&nbsp;<\/p>\n<p>Are you ready to activate your data and reach new heights with your best customers? We\u2019re ready to make it happen. <a href=\"https:\/\/www.bloomreach.com\/en\/request-demo?module_interest=Engagement\" target=\"_blank\" rel=\"noopener\">Schedule a personalized demo today<\/a> and let\u2019s get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The 80\/20 Rule and Your Customers The \u201c80\/20\u201d rule, formally known as the Pareto Principle, states that for most outcomes, roughly 80% of consequences come from 20% of causes.&nbsp; In terms of ecommerce, this rule means it\u2019s crucial to know our \u201cbest customers.\u201d It\u2019s been well documented that this principle extends to consumer spending: 80% [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":14088,"template":"","ew-regions":[],"ew-solutions":[],"library_type":[513],"library_blog_tag":[371],"industry":[],"channel":[],"topic":[],"class_list":["post-22424","library","type-library","status-publish","has-post-thumbnail","hentry","library_type-blog","library_blog_tag-product-recommendations"],"acf":{"library_blog_banner_content":"","library_blog_banner_cta1_text":"","library_blog_banner_cta1_href":"","library_blog_banner_cta1_new_tab":false,"library_blog_banner_cta2_text":"","library_blog_banner_cta2_href":"","library_blog_banner_cta2_new_tab":false,"library_blog_banner_bg_color":"#EAF7FE","library_blog_banner_cta_text_color":"#FFF","library_blog_banner_cta_bg_color":"#019ACE","library_blog_banner_cta2_text_color":"#000","library_blog_banner_cta2_bg_color":"#FFF","library_blog_chatgpt_content":"","library_blog_chatgpt_cta_href":"","library_blog_chatgpt_cta_text":"Ask ChatGPT"},"_links":{"self":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/22424","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library"}],"about":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/types\/library"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/users\/25"}],"version-history":[{"count":0,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/22424\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media\/14088"}],"wp:attachment":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media?parent=22424"}],"wp:term":[{"taxonomy":"ew_regions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-regions?post=22424"},{"taxonomy":"ew_solutions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-solutions?post=22424"},{"taxonomy":"library_type","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_type?post=22424"},{"taxonomy":"library_blog_tag","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_blog_tag?post=22424"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/industry?post=22424"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/channel?post=22424"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/topic?post=22424"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}