Five things to know aboutin
supports for , helping them better understand customers.
Combined with, can power marketing personalization and other marketing initiatives.
Thegoes hand-in-hand with , which helps companies organize and manage all of their data.
Some of the benefits ofinclude improved data quality, consistency, and regulatory compliance.
Platforms like Integrate.io combine traditional with and a very fast CDC platform to power growth.
It’d be hard to find anyone who’d say that taking a data-driven approach to business decisions is not worthwhile. Yet, so many businesses aren’t doing it because, as simple as it may sound on paper, it takes a great deal of strategic planning to pull off.
One of the most crucial tools when it comes to accomplishing a data-driven ecommerce data success, keep reading.process is known as . If you’re not familiar with how works, or why it is so functionally important for
Table of Contents
- What is ETL?
- Benefits of ETL
- Use Cases for ETL in Ecommerce
- Examples of ETL in Ecommerce
- How Integrate.io Can Support Your Ecommerce Brand
stands for , and Load, which refers to the steps involved in the . The first step helps companies “extract” or pull data from various sources. Then, the data is transformed, like by re-ordering the columns of a spreadsheet so that it can be properly processed by its destination (e.g., a ), which it is then “loaded” into.
In other words, thehelps businesses make better use of their data by getting it from wherever it’s being stored or collected, preparing it for use, and then feeding it into the tools where it will be turned into and reports or used for purposes like marketing personalization.
The Integrate.io is one of the leading solutions. With powerful and capabilities, Integrate.io can help your business use its data more effectively and efficiently in every department, with pre-built ensuring that your engineering team isn’t overwhelmed with the connection process.is often referred to as and
Investing in sharpen its competitive edge and ensure that you aren’t relying on guesswork but that you’re making decisions based on actual customer behavior.is a worthwhile process. After all, it will help your business
From a big-picture standpoint, the benefits ofare best summarized as:
Improved data quality: Thehelps to consolidate data by enabling you to pull data from various sources and store it in a central repository. In doing so, you are able to ensure that your data meets strict compliance standards.
More consistent data: By consolidating essential data, your business unlocks the ability to archive and search for information that can provide historical context, like when a customer paused their subscription or how often they’ve gifted subscriptions.
Faster data consumption: Since theeliminates the need for manually transferring data or querying sources, it gives you the ability to put your data to work around the clock, which lays the foundation for (BI) initiatives.
Together, these three benefits begin to paint the picture of whyis critical for success. So, with the basics out of the way, let’s dive into more specific that explain how helps support and why you should invest in a solution.
Particularly within thespace, has multiple for supporting the growth of your business, but all of them sprout from ETL’s primary capabilities, which directly support . enables the collection, standardization, and transfer of data to various , which in turn allows for the following activities to take place.
For starters, having data properly formatted and organized within business intelligence (BI), which in practice can look like showing data on your support team’s workload or analytics that help you make decisions on the fly, like whether you should extend or change the hours of your chat support team based on website activity and customer behavior.allows businesses to tap into complete and accurate for practically any . This enables
Beyond first-party and third-party , such as their (first-party) and social media networks (third-party)., which works behind the scenes, another crucial activity that enables is known as . helps businesses make sense and make use of all of the information they have flowing in from both
Oncehas helped move all of a company’s relevant data into the right tool, is able to guide a number of activities, including marketing personalization. With information about a customer’s behavior and engagement added in , your business can automatically change the ads, emails, and messaging they see to help reduce friction and make them feel like you’re speaking directly to their needs.
When it comes toand personalization, algorithms often play a critical part in making sure that changes can happen quickly and without the need for manual input. That’s how your store’s featured products or pop-up offers could change to best fit a customer’s interest without your team needing to lift a finger.
As you can imagine, once you delve into the Integrate.io offers a powerful platform to help you put ETL to work for your business.and start looking at things such as , the possibilities are nearly endless. With so many opportunities to shape the customer journey, will become crucial support in your revenue generation. Regardless of your industry,
reverse ETL can power operations at your .and are ultimately vague terms, particularly for businesses that are just beginning the long and complicated journey of building their tech stack. So, to help put these technologies into perspective, let’s delve into some specific examples of how and
Lose Fewer Customers
No matter how large or small your advertising budget may be, all of the traffic your campaigns send to your app or website is crucial to generating.
Of course, only a small fraction of those visitors will actually convert into paying customers. Others may browse for a bit but never add something to their cart. Fewer still will actually make it to the cart page, and only some of those will complete the checkout process.
Even customers that do convert, might experience problems along the way, like payment issues or a late delivery, that could leave them with a negative impression of your brand. What’s more, without data-driven infrastructure helping you run your store, you might never know that a customer had to re-enter their card information three times before a successful checkout, and that means you can never work to alleviate their frustration or fix the underlying problem until someone takes the time to bring it to your attention.
So, how doand help you acquire and retain your customers when you have all of these pathways and behaviors in front of you? Some of the things you can achieve include:
Sharing a welcome email with a list of tips or information that can help new users get past points of friction.
Generating a list of users who abandoned their carts and sending themdrop alerts on the items they viewed.
Sending an apology offer when a customer’s order arrives late or if they experienced issues during the buying or checkout process.
Creating a push notification for users who were recently looking at a product that was out of stock once that item is able to be ordered again.
Targeting a particular segment of your customer base with a sale or product launch based on historical buying behavior (e.g., specific brands they have purchased in the past).
All of these examples still only begin to show the power ofand in the world of , so let’s dive deeper into some of the other processes you can implement and with the use of the right technologies.
Provide Context for Customer Support
When it comes to creating a complete view of a customer in downstream apps, such as Intercom and other customer support tools, is fundamental to the process. Using , your business can sync crucial information, like loyalty program status and prior complaints, so that your support agents can understand the context of their interactions at a glance.
Providing such context for customer support requests is essential to speeding up resolution delivery; giving customers an experience where they feel known and valued; and empowering your support staff to make decisions that are tailored to a customer’s needs. For instance, if a customer has a defective product that they’d like to return, context can tell them that the customer has already received a complimentary replacement and can offer them a refund for the original item rather than promising to send another free product.
Even seemingly small tidbits of information, like whether a customer is part of your brand’s loyalty program, can help support agents deliver better and faster service. For example, when you have a surge of calls during a big sale, this information can help agents prioritize who to help first, ultimately producing a higher retention rate and even a higher conversion rate by focusing on those who have a track record of making big and frequent purchases from your business.
Here are some other examples:
Offering a user that signed up but didn’t make a purchase the opportunity to get a free product with their first order.
Giving customers who made a purchase but have an issue an apology offers, like store credit, to encourage them to order again.
Sending an email to a customer when they haven’t purchased in a while with an offer based on their historical buying behavior.
Inviting customers that have exceeded a spending threshold to vote on a new product design or join the testing group.
Looking for a platform that integrates with your entire tech stack and is powerful enough to help you achieve automations like these? Get to know Integrate.io and what we offer.
Streamline Loyalty Program Approvals
In the event that yourbrand decides to launch a loyalty program, and can help streamline the approval process, making sure that your loyalty program remains exclusive and only available to the customers who shop at your store the most. By doing so, you can create a program that people are excited to join and showcase your requirements for acceptance (i.e., a minimum of $500 in annual purchases) to encourage them to get there.
Getting people to apply to your loyalty program is a front-end and marketing project, but when it comes to the backend approval process, that’s something that requires a well-set-up tech stack to pull off quickly and easily. Tools like Salesforce can be used to analyze data in applications and decide whether a customer is approved or rejected based on how long they’ve been a customer, how much they’ve purchased in the past year, and even how many returns or complaints they’ve requested.
By only approving the customers that purchase often and are satisfied with your products, you can then use loyalty program status for prioritizing support requests, but also for exclusive invitations for product testing, brand events, and secret sales. As a result, your brand is able to create a customer experience that’s unique and personal, helping you to keep customers coming back for a brand connection they can’t find elsewhere.
So, here’s how ETL can support the success of your loyalty program:
- Create a list of high-value customers that you want to join your loyalty program, send them an invitation, and set up your tools, so they instantly auto-approve them.
- Send invitations to customers once they meet the thresholds of approval, such as annual spending amounts or the total amount of purchases.
- Use offers and special perks to encourage a loyalty program member to make a purchase when they haven’t in a while.
- Sending reminders when a membership is about to expire telling the customer what they need to do to maintain their status.
Achieving Regulatory Compliance
For most companies, tapping into the droves of data being generated by customer interactions and buying behavior is exciting, but once you get to the point of considering all of the regulatory implications, it can quickly become overwhelming. With GDPR and CCPA, among others, controlling how you must collect data, notify customers, and manage their information, and actually become crucial to ensuring compliance.
One of the best examples ofat work in achieving compliance is making sure that you meet the requirement that states customers should be able to review what data has been collected on them and request its deletion at any point in time. The former may be easy by simply generating rows of the data you hold, like name, email, address, and credit card info. However, actually deleting it upon request becomes more difficult.
Removing data from your centralis often easy enough, but what about all the downstream apps that are fed by your where data will not automatically be deleted just because it’s no longer in the warehouse? That’s when comes into play, as it’s able to check all of those apps and delete the corresponding data, ensuring that your team doesn’t spend hours tracking down customer info.
In addition to helping you quickly delete data after a customer’s request, you can also:
- Regularly purge outdated and unnecessary customer information from all of your systems, ensuring no downstream apps will keep storing it.
- Use pop-ups or emails to briefly ask your customers to confirm that their information is up-to-date and update your systems accordingly.
- Request customers to review the data you’re collecting and often storing to improve transparency and trust amongst your user base.
How Integrate.io Can Support YourBrand
With so muchflowing your way, learning how to turn that into and information your sales, support, and can actually use is crucial to achieving and fostering brand loyalty. Of course, with so many types and sources, finding the right and connecting them all together takes a great deal of planning. Without the right approach, you can easily end up with of data from that are impossible to review, understand, and use on a daily basis.
With the help ofsolutions, can begin to enrich employee using a powerful that feeds information both upstream and downstream, unlocking that’s just not possible without the right tech stack.
So, understanding the many ways thatand can apply to your brand can help inspire you to begin, but what does it actually take to achieve as an ? It starts with choosing a platform with deep capabilities, a lightning-fast CDN, and powerful and .