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Analytics with SpotOn: Part 2 – Using Data to Optimize Marketing

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Topics: Analytics

December 4, 2018

You no longer need to be a statistical wizard to benefit from analytics. In fact, with new technology, analytics has become an invaluable tool for small businesses. Successfully utilizing analytics begins with collecting customer data. If you haven’t already, check out Part 1 of this series, “Capturing Customer Data,” to learn how that works.

Once you have a way of collecting customer data, you can now get to the fun part—actually connecting with your customers.

Segmenting Data

With customer data populating your marketing engine, you can now do something really cool. You can separate your customers into different groups, doing what marketers call segmentation. With the SpotOn platform, this is automatically taken care of for you. We segment your customers into new customers, lapsed customers (those who haven’t visited in a while), your best customers (those who visit most often), and customers who have an upcoming birthday.

SpotOn Marketing CampaignsWhy segment your customers? Because not all customers are equal. By splitting your customers into these different groups, you can then reach each group with unique marketing campaigns and loyalty rewards that trigger visits from those groups. What works for a first-time customer won’t necessarily work for a repeat visitor, and visa versa, so being able to segment your customers is a huge deal.

Again, SpotOn makes this easy. Our platform has automated marketing campaigns designed to target these specific segments of customers for you. All you have to do is turn the campaigns on. If you prefer to be more hands-on, you can also design your own marketing campaigns to reach the different segments of customers. Whatever route you go, your campaigns are powered by analytics to make sure you’re reaching the correct target audience.

Analyzing ROI and More

Another huge benefit to using analytics is the ability to analyze your marketing efforts to see what your return on investment (ROI) is. This means you can take the guesswork out of what’s working and what’s not, and continually improve the effectiveness of your efforts.

With the SpotOn platform, we’ve incorporated analytics into all of our Core tools. This means you can analyze:

  • Open rates for email campaigns
  • Customer activity, including visits and spends
  • ROI on marketing deals
  • Payment data

This is huge because it allows you test out different campaigns from your SpotOn dashboard, and also identify changes in your customers’ habits and then adapt quickly.

SpotOn Review ManagementOn top of that, SpotOn’s platform is unique because it also uses analytics to identify your best customers and prompt them to leave online reviews of your business when they’re most likely to be happy and write positive reviews. Amazing, right?

All of this is just the beginning, though. As technology improves, you’ll have increasingly powerful analytics at your fingertips as a small business owner. While we can’t speak for our competitors, at SpotOn we continue to look for new and increasingly effective ways to incorporate analytics into our customer engagement tools so small businesses can do more for less.

Ready to take your marketing to the next level with easy-to-use analytics? Get your free SpotOn demo today.

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