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Data can help increase sales.

“CJ WORX unveils a secret formula: Which type of Data can help increase sales! Bolstered by creativity and the use of media.”

When it comes to the marketing sphere, where customer data abounds, the real issue for many brands is failing to recognize that they possess crucial information or not knowing where to start in order to ‘Connect the Dot’. It becomes a significant missed opportunity not knowing how to transform a data repository into a treasure trove that can boost sales. Today, ‘Khun Chawana Keeratiyutamonkul,’ Managing Director from CJ WORX Group, will unravel the secret formula based on experience using three types of data to boost sales in various brand campaigns. At the heart of the agency’s leap to becoming a comprehensive business consultant, they’re ready to leverage their expertise in data analysis to generate substantial benefits.

It’s not just about data analysis alone, but it must be integrated with creativity and experience in using media that understands consumer behavior through Data Driven Media For Full Funnel. This approach can empower data to enrich every step of the process, culminating in a purchase. Khun Chawana dives deep into how modern consumers differ from those in the past because they seek ‘Co-Creation’ with brands to develop products they like together. This means if we understand consumers through their Behavioral Data to develop products or campaigns, it can lead to new trends and make it easier for consumers to remember the brand.

Therefore, brands should invest in Data Intelligence to plan marketing strategies, sell products, and create a good shared experience from start to finish. So, what kind of Data can boost sales for a brand? Let’s find out together! 

1 Locational Data: Deep Dive into Location-based Insights that Resonate with People

Starting with the first treasure trove, ‘Locational Data’, CJ WORX highlighted the ‘Nong Ing Ma’ campaign, which raised awareness about the dengue fever situation. By transforming Data into roadside billboards that report the number of dengue fever cases in the area, the campaign used locational information to foster a sense of closeness and awareness among the local population!

Additionally, there’s a case of targeting advertising media to moms who order food online for pickup on their way home from work. This was achieved by leveraging the increasing trend of online food orders for home pickup, especially in suburban areas, to create another campaign. This approach utilized locational data to identify and engage a specific audience segment with high relevance and convenience, demonstrating the power of data-driven insights in marketing strategies.

2 Chronological Data: Time-based Information Leading Shopping Behaviors

Another type of data that boosts sales is ‘Chronological Data’. Khun Chawana explains that this data comes from analyzing consumers’ timing, capturing the moments or periods when consumers are most likely to engage, purchase, or be interested in certain products or services. This time-based insight can significantly enhance the effectiveness of marketing campaigns by ensuring that messages reach consumers at the most opportune moments, thus driving higher engagement and sales.

For example, most consumers tend to order snacks for a mid-afternoon treat after lunch. Therefore, the period from 13:00 to 17:30, before heading home, is the ideal time for marketing efforts focused on the ‘Snacking Moment’. This insight into consumer behavior allows brands to tailor their advertising and promotions to reach their audience precisely when they are most likely to be thinking about and are in the mood for snacking, thereby increasing the effectiveness of their marketing campaigns.

3 Transactional Data: Tailoring Campaigns to Shopping Cart Preferences

The last invaluable type of data is ‘Transactional Data’, derived from analyzing the types of products in consumers’ shopping carts. Khun Chawana reveals that consumer behavior shows a variety of preferences, and the act of selecting or placing orders simultaneously serves as an excellent source of data. This information enables brands to understand consumer preferences and behaviors deeply, allowing for the customization of marketing campaigns and promotions that align directly with the interests and buying patterns of their audience, thereby enhancing the effectiveness of these campaigns in driving sales.

Knowing that people like to order pizza with popcorn, Coke with pancakes, or custard pudding with milkshakes, these insights can lead to campaigns that increase the likelihood of purchase. For example, introducing a popcorn-topped pizza or a promotion pairing pancakes with Coke can stimulate increased spending.

Khun Chawana also mentioned that using Creative Media combined with Data allows for the analysis of consumers’ Next Actions, positively impacting advertising effectiveness, creating a good Conversion Rate, and enabling sales from ongoing behavior patterns.

Moreover, selecting media with Data involvement helps understand the impact in different locational contexts, not just online but also for measuring the effectiveness of nationwide billboards. For example, if a brand wants to communicate broadly, it should consider which locations to use, or if targeting a specific group, placing ads in transit provinces might be more effective.

“Because good Data coupled with the power of Creativity and the experience of effective Media can lead to the best outcomes for both consumers and brands.”




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