How to Strategically use Data for Your Business

How to Use Data Strategically for Your Business

Data makes the world go round these days. Successful e-commerce businesses know how to use their business data strategically to improve their products and services. So how can you harness your data power and use this in a meaningful and profitable way too?

In a previous data blog, we explained why you need to be collecting the right data for your business. This time, we look at how you can us this to propel your business forward.

Socail Media@2x

“we look at how you can us this to propel your business forward"

Good data = better business decisions

When you’re collecting the right data, you can use this to inform your decisions and refine your online marketing campaigns, so you can improve the way you operate. When you channel your business data into the right systems, you could also discover opportunities for new revenue streams. But how do you do this and what do you use?

Say hello to our partner, Klaviyo

One of the best ways to use your data is to enhance your customer experience.


Klaviyo is a system that integrates your customer data, so you can build measurable experiences across your online channels. Using artificial intelligence and machine learning, this system routes data from various sources to build automated campaigns, coding targeted emails and creating relevant social media advertising.

Building customer relationships – this is the most important reason, which is why it’s at the top!

Data insights using artificial intelligence

Here are some reasons why we love using Klaviyo for our clients:

  1. Build customer relationships – this is the most important reason, which is why it’s at the top! But imagine if a system could learn as it went along? Ta dah! Yep, Klaviyo harnesses data science to learn all about your customers, so you don’t have to spend months trying to figure this out.
  2. Segment your customers – your data should always be split into segments and lists, so you can engage with specific customer groups. Klaviyo segments your data, so you can send personal product recommendations to certain customer segments.
  3. Create customer experiences – how do you make people remember your products? You need to remind them by creating relevant online experiences that resonate with them. Think about your touchpoints. Klaviyo connects these all together to create consistent online campaigns, so you don’t have to spend hours building content.
  4. Target customer groups – STOP sending out BIG batches of generic emails! Who’s got time to read them? Save these for one-off announcements. Instead, send on-brand, email marketing to customers based on their data patterns – for example, buying or browsing behaviours. Did we mention Klaviyo does this?
  5. Predict customer purchases – your aim should be to retain customers for the long term. Klaviyo predicts when your customers are most likely to buy from you again, so you can reach them at the right time with relevant online marketing. Pretty good, eh?

So, we’re big fans of Klaviyo. But please take the points above on board because systems like this can help you save time and money by growing your business faster. Your data collection strategy is important, but the way you use your data is crucial. Once you’ve tapped into your data goldmine, you can use customer insights to power your business success.



You may also be interested in ...

Don't have the time or skills to figure all this out?

Talk to Trulu Today.

When a Marketing Strategy Goes Wrong

When a Marketing Strategy Goes Wrong

Dan and Dina own an online homeware business, but they’re not making any money from their marketing. If they don’t start monetising their products soon, their business will be in trouble.

When a marketing strategy goes wrong, it can have devastating consequences. At best you’ll lose a lot of money and at worst you could lose your business. By getting it right first time, you will save you a lot of pain and worry in the long run. So, we thought we’d play out a typical scenario of a failed marketing strategy. Let’s start by setting the scene.

Data Analysis@2x

"We’ve wasted thousands on marketing, so what more can we do?!”

Dan – “We’ve tried everything! We’re on every social media channel, we’ve paid for Facebook ads, and we instantly used up our Google ads budget. We need to start making a profit because at the moment we’re only just breaking even.”


With a mournful gaze, Dan turns to Dina, who’s also looking despondent and desperately fiddling with her pen.


Dina – “Yeah, Dan’s right – enough’s enough. We’ve wasted thousands on marketing, so what more can we do?!”   


Marketing Guy – “Okay, so who’s your target audience? Describe them to me. We need to create a customer avatar, so you can market your products to the right audience.”


Dina turns to Dan and shrugs.


Dina – “Everyone. All sorts of people buy our products.”


Marketing Guy – “Okay, but if your marketing messages are too generic, they won’t appeal to anyone. So, let’s split your customers into different groups. Do you have any initial ideas about any purchasing patterns you’re seeing in terms of people’s demographics or behaviours? We can explore these together in a separate exercise.”


Dan and Dina look thoughtful. They both start scribbling on the pads in front of them.


Marketing Guy continues – “Have you done any competitor research and a SWOT analysis to help you identify any opportunities and threats?”

We need to show them your value; this will help us to build trust through engaging content marketing.

Dan and Dina look at other sheepishly.


Dan – “No. We haven’t. We checked out a few of our competitors and copied some of the wording from their websites and ads for our own marketing.”


Marketing Guy – “Ouch. Plagiarising other people’s content could cause Google to de-rank your website. Every business has its own personality, as well as each of your products. We need to convey all the benefits of your products to the right people using the right channels at the right time.”


Dan and Dina look worried. More pen twiddling and some anxious table tapping.


Marketing Guy – “Hey, it’s okay! Look, this is our job. You don’t have to be an expert in every area of your business, but you do need to know what makes you different to your competitors. This will help you market your products to the right audience and avoid costly mistakes. Your marketing strategy needs to have concrete goals and a plan in place to help you achieve these. We need to start building solid relationships with your customers.”


Dan and Dina start to relax. Hands are placed on the table and the pen twiddling stops.


Dan – “So, how do we do that? How can we build ongoing relationships with our customers? At the moment, we’re not sure who our repeat customers are.”


User Experience@2x

“We need to start building solid relationships  with your customers.”

Marketing Guy – “We need to show them your value; this will help us to build trust through engaging content marketing that we can then align to paid ads. There’s a wealth of untapped data sitting behind your online sales platforms, so let’s start there. We need to learn more about your customers and the channels you’re currently using, so we can focus on the ones that are going to give you the return on investment you need to grow your business.”


Dan and Dina turn to each other and nod, they both smile.


Dina – “Okay, the job’s yours. Please help us produce a winning marketing strategy!”


The above conversation is only a small snapshot of what should be included in a good marketing strategy. There are many other factors to consider and without a sound strategy in place, you’re unlikely to be able to grow your business. A little investment into your marketing can go a very long way.


Don't have the time or skills to figure all this out?

Talk to Trulu Today.

Trulu Logo

All rights reserved by Trulu Digital.
Trulu is the trading name of ACR Digital

What Are Your Web Traffic Stats Really Saying

Trulu Digital | Web Stats
Trulu Digital | Web Stats

What Are Your Web Traffic Stats Really Saying?

Too busy running a business to spend time decoding your Google Analytics? We get it. Read our simple story of what you should be checking.

You’re sat in front of your website analytics looking at endless stats when your mind drifts to what you’re having for dinner that night. Or you’re obsessed by the volume of web traffic, but you’re not really sure why or how they’re getting to your website. Sound familiar? You’re running a successful business, so why do you need to spend time trying to decode the info behind your website? We get it.


We’ve pulled together a high-level view of the things worth checking to improve your website performance.

Blog image 1

“I’m sorry, lady. I don’t understand frog.”

The Mandalorian

Google Analytics

Okay, so this platform may as well be written in a different language. But this is a great tool for helping you to understand how your website is performing. Knowing your stats all boils down to looking in the right place for those golden nuggets of information. And you might be surprised to find out where all your web traffic is really coming from…

If you want to improve your website performance, start by checking these three things:

1. Who’s coming to your website?

Click on Audience – this will give you data on who’s coming to your website including their language, country and city.


2. Where’s your traffic coming from? 

Click on Acquisition > All Traffic > Channels. This is split into the following:


Organic: They’ve found you listed in the unpaid search engine listing

Direct: They’ve typed your URL or clicked a Link on an email or document

Social: Your social media channels

Referral: They’ve clicked on links on other websites or tagged campaign links


3. How long are they spending on a page?

Click on Behaviour > Overview. >Time on Page and >Bounce Rate will show you how people are interacting with your page. If someone leaves after a short time without taking an action like buying an item or filling out a form, then this webpage is likely to need a review.

The optimal bounce rate for a site is 26%-40%.
Most websites see a bounce rate of 41%-55%.

Blog image 2

“I don’t understand this power.  But I will”


Once you know who’s using your website, how they got there and how much time they’re spending on certain pages, you can use that data to refine your marketing campaigns. So, if you notice a lot of people using your site are from a certain place, you can make your social media and blog content more relevant. If you’re seeing a lot of traffic coming from Facebook, you could build a custom campaign to test which pieces of content are working for you.


If you can check your Google Analytics daily, that’s great. But don’t leave it longer than once a week because you might spot a rogue page that needs fixing. Getting to grips with the right stats behind your analytics will give you a superpower. Knowing how your online presence is converting your audience into paying customers is your golden ticket to growing future sales.


Don't have the time or skills to figure all this out?

Talk to Trulu Today.

Trulu Logo

All rights reserved by Trulu Digital.
Trulu is the trading name of ACR Digital