CRM data targeting brings together offline and online advertising to produce the digital equivalent of a laser beam: precise ad targeting based on CRM data.
What’s the Difference Between Retargeting and CRM Data Targeting?
Retargeting matches ads to a website visitor’s browsing history so that they see ads from sites they’ve visited. This enables a company’s ad to “follow” potential customers after they’ve visited their site.
CRM data targeting takes this a step further by using the information they have on their customers that is stored in their CRM system to align ads with interests. It combines both site visitor history (retargeting) with customer data from the customer’s interactions with the company (CRM).
Why Use CRM Data Targeting?
In ye olden days (i.e., before the internet), marketers used data from customer databases to match interests with advertisements. Direct marketers, for example, would scout magazine data sheets to find interests that aligned with their products, then send catalogs or direct mail advertisements that roughly corresponded to user interests. The problem with this is that a generalized interest may or may not match the products being sold.
Enter the digital age in which your every move online is tracked in some way. Although it sounds creepy in a Big Brother-ish type way, it’s actually quite helpful. The data collected on one site can be used across multiple channels.
CRM data targeting uses the best of both worlds: your customer’s history found in your CRM and their current browsing history. Aligning both sets of data can result in highly targeted ads and content that supports branding, acquisition and retention.
Digital Footprints, Digital Fingerprints
CRM data targeting brings targeting from the general (anonymous user has visited a website) to the specific (“Did you forget something in your cart, Susan?”). It allows you to know customers for better marketing, communications and services, and advertise to them to push products out the door.
Get Started Today
Want to get started in CRM data targeting? We can create an effective campaign to help you maximize your CRM data and make the most of your retargeting ads online. It’s both an art and a science. Fortunately, we’ve majored in both.
Missed last month's article? Click here to read Retargeting: Increase Conversion Rates and Brand Awareness.
INDUSTRY TRENDS THAT CAN AFFECT YOUR MARKETING
Study Finds Contaminated Groundwater in Southwest Wisconsin Wells
A new study found 42% of southwest Wisconsin wells tested face contamination groundwater
A study of well water in southwest Wisconsin found 42% of 301 randomly selected wells in Iowa, Grant and Lafayette counties exceed federal health standards for E.coli and nitrates. A second round of testing is scheduled for the spring to determine if the contamination is likely caused by dairy or swine manure, or from faulty septic systems.
According to The Chippewa Herald, the tests were conducted in November and were searching for E.coli or nitrate bacteria, which was coordinated by nonprofit Clean Wisconsin. While in 2018 Gov. Scott Walker approved stricter standards for disposal of manure in 15 eastern Wisconsin counties with vulnerable groundwater, those rules do not apply to southwest Wisconsin.
According to Ken Bradbury, state geologist, one of the objectives of the recent study was to answer arguments that insufficient research and monitoring have been done regarding the geography of the southern part of the state, a potential reason the new manure regulations were not extended to the south. Before the study is concluded in 2020, researchers plan to explore a variety of factors that could contribute to contamination, including soil conditions.
Harvard Report Finds Lead Testing in Schools Inadequate
The new report found that many schools do not test for lead in drinking water.
A new report from the Harvard School of Public Health and the Robert Wood Johnson Foundation found that more than 40% of schools that test for lead found at least one sample with lead in drinking water at higher than recommended levels. The study also found that half of all U.S. students attend schools in states that do not even have programs for testing lead in drinking water.
The research team assessed data from the 24 states that do have programs for lead testing in schools, but only 12 states provided usable results. The results revealed that 44% of the schools had at least one water sample with lead above the standards set by local rules, and 12% of all the samples had higher than recommended lead levels in drinking water, as reported by NBC News.
Furthermore, the study found that most lead testing programs are voluntary, with only 52% of states that have lead testing programs pay for them.
“Despite an uptick in awareness of and attention to the issue of lead in drinking water, many students in the U.S. attend public schools in states where not all taps are tested for lead,” the team said in the report.
Read the full report here.