3 Keys To Data Mastery: Unlocking the Incredible Power of OMO

Today, market competition is tougher, and the cost of gaining customers is rising.

Brands increasingly turn to direct-to-consumer (D2C) channels to focus on customers. The D2C model relies heavily on data-driven marketing, which helps retail brands grow faster.

To support this, Exabytes New Retail offers complete D2C solutions and helps retail brands boost efficiency by provides comprehensive data services, enabling brands to fully harness the power of data and maximize the benefits of the D2C approach. Additionally, Exabytes New Retail also allows retail brands integrating supply chains across all channels and partnering with external providers.

1. D2C (Direct-to-Consumer) offers retail brands the advantage of fully leveraging first-party data to gain deep insights into customer behavior & preferences.

To manage customer relationships, brands should analyze consumer habits, not just completed orders. Unfinished transactions hold hidden opportunities that many overlook.

Every click counts, even if it doesn’t lead to a sale. This data can be used for remarketing.

The Exabytes New Retail system includes a built-in Customer Data Platform (CDP), which integrates first-party data such as browsing and product selection records on the brand’s website and app, types of marketing activities participated in, purchase amounts, frequency, membership history, and more.

Through the CDP, brands can segment their customers based on their relationship with the brand. This allows them to develop strategies:

• To improve conversions among active customer groups.
• Win back lost customers.
• Analyze browsing behaviors—such as which products were viewed, saved, or added to the cart.
• Allow retail brands to identify & target high-potential purchasers who haven’t yet completed their transactions to strengthen communication.

This approach ensures that even if a purchase isn’t made, brands can still analyze browsing behaviors to optimize future communication materials and increase repurchase rates. It makes every marketing effort more effective and maximizes the impact of every budget spent.

Here’s A Quick Case Study | 11.11 (Double 11) Shopping Festival

• Strategy: Brands using Exabytes New Retail “purchase intention model” in the Customer Data Platform (CDP)
  • Targeted customer groups who are most likely to shop within the next 7 days.
  • Focused resources on promoting to these high-probability buyers.
• Results:
  • The highest purchasing probability group had a 12.8% conversion rate within 7 days.
  • The conversion rate difference between the highest and lowest probability groups was 64 times.
• Key Insight:
  • This demonstrates that collecting data is just the first step in managing customer relationships; the key lies in understanding consumer purchase intentions through data and interpreting the needs and preferences of different customer groups to tailor marketing strategies that boost sales conversions.

2. Leverage DMP (Third-Party Data) to Find New Ways to Reach Potential Customers

We can understand a person by observing his living habits and actual conversations, but by chatting with his friends, we can understand more diverse aspects and characteristics of the individual.

In the same way, if brand management wants to expand the market and tap potential business opportunities, it needs to use other information besides first-party data to understand consumers’ interests and preferences that are different from products.

Exabytes New Retail can help brands use DMP to grasp consumer information outside the official website, such as searched keywords, visited web pages, liked posts on social media, and even products purchased on the official website of competing brands, creating a more three-dimensional consumer profile.

• Third-party data offers a broader view of potential customers by capturing their online behavior, even before they register as members.
• Examples of Data: Browsed content, clicked products, social media engagement, and competitor purchases.

3. Understand that first-party data & third-party data complement each other.

First-party data mines the true interaction between members and brands, in other words: you will get the data directly to you. On the other hand, third-party data helps brands find potential consumer preferences that were difficult to detect in the past.

The two are compared with each other and used in media placement and marketing strategies, there are opportunities to expand the audience for the brand and bring higher value inbound traffic; these effective visits can be converted into more first-party data, becoming a data-driven business cycle.

• Data as the Foundation:
  • The core of e-commerce marketing solutions lies in the effective use of data.
  • Exabytes New Retail builds first-party data assets for brands and uses third-party data to gain a more comprehensive understanding of customers.

• Creating a Data-Driven Business Cycle:
  • Effective use of both data types can expand the brand’s audience and generate more valuable inbound traffic.
  • This traffic can be converted into additional first-party data, fueling a continuous, data-driven business cycle.
• D2C Business Model:
  • Retail brands increasingly shift to direct-to-consumer (D2C) models to avoid competitive price wars on e-commerce platforms.
  • The D2C approach gives brands control over their data, allowing them to manage customer relationships and marketing strategies actively.
  • Exabytes New Retail supports this transition by using a combination of CDP (Customer Data Platform) and DMP (Data Management Platform) to create detailed customer profiles and start targeted communications, leading to more accurate customer acquisition and improved marketing results.

Click here to find out more or get in touch with us to learn more about Exabytes New Retail.