Leaders, Learners, Laggards.
Brands that run, walk, and crawl in their use of unified data in 2017
Of the 2,303 brands L2 Inc.—a business intelligence firm—deduced, only 94 earned the title “Genius” based on their digital performance in 2017. What characteristics suggest a brand is being smart with its data?
1. Being personal. Winning brands target the individual rather than an abstract demographic by using consumer data in a meaningful way, such as sophisticated loyalty programs and highly targeted messages.
2. Making it easy. Efficient sites and shoppable content such as blogs, lookbooks, and Instagram feeds remove friction and inspire consumers to make a purchase.
3. Facilitating the hand-off. Genius brands’ product pages on third-party e-tailer websites are content rich and search optimized.
4. Investing strategically. Genius brands are scaling back on desktop advertising and focusing their dollars and creative attention on video and mobile which offer higher engagement and return.
5. Going back to the store. Despite what one might think, the median age of Genius brands is 65 years old. Many winning brands are figuring out novel ways to blend online and offline experiences.