This is the second part of a two-part blog on Data Collection Strategies.
The premise is that many wineries don’t have an understanding of what data they are collecting, and why. The first post discussed the basics – the first set of data to try and capture across all channels. To read the first segment on Primary data collection – click here. This blog post will focus on the data to target after you’ve achieved this first step, which is collecting:
After this basic data collection mentioned in the first blog, information that can help you segment your database is the next assignment for collection.
This information can include basic customer groups such as “trade” or “wine club”, and will need to be set up in your database prior to collection. Spend some time looking at your database to determine what groups might be appropriate to your business. This information is helpful if you’re sending out different messages – perhaps for a wine club event or a trade hospitality party. In a few clicks you can have your list pulled with some forethought and effort on the front line to put customers in their proper groups.
Other “second tier” data this is helpful to collect is source data – meaning where you got the potential customer from. Most databases have a “source” field where you can standardize input sources such as bed and breakfasts, other wineries, programs such as Lot 18 or Wine.woot.com, livery services or “friend of wine club member”. You will find this data invaluable when planning out your next year’s activities and deciding what programs and relationships are worth your time and what efforts were not as fruitful. Without source data, how are you to know what worked?
Finally, and most importantly, is spending history. This involves making sure a customer record is recalled, or appended with a sale or club transaction. Only in this way can you tell this customer’s value. Marry this information with things like source, and you start to see the full picture of what efforts are paying off and what are a waste of time.
You can always export your data and put them into groups after the fact. Some things like addresses and companies and purchase history will help you determine what labels might apply. In the case of source data, sometimes a data of a large event, pouring or partnership will provide clues. But, if all else fails, it is never too late to begin to collect this data on all future database members moving forward. Just set up the procedures and process to collect it.
For those sophisticated in data collection, the third tier is really behavioral data.
This data will provide you with insight into how the customer wants to receive marketing messages from you, and more importantly, how they are likely to respond. If you send out emails monthly, but this club member always responds to the offer in the printed newsletter, that is helpful in planning out and projecting your next program. Take things like timing, responses, mobile and frequency into account.
The reason for this is simple – we all have different preferences for communication. Some of us are more active on Twitter, some like the phone. Once you know your customer’s channel preference – for communication and sales – you can not only provide the best customer service, but boost your sales as well.
This is the holy grail – combining 1) contact data, with 2) segmentation, with 3) behavioral preference.
In this manner, you can almost predict with certainty how programs will perform and what the best option is for sales to your database. This is hard to achieve and even harder to mine, but with some set up and planning on your part, you will reap the rewards.
The trick is to know what level your winery is at, and set goals and procedures to move forward. You, your management and your staff should know why your collecting data, and what the process is to do it.
Data capture is an ongoing process and will change as new methods of communications are developed and customer habits change. The key is to keep at it and keep moving forward.