“DTC Data Is New to Me. Where Should I Start?”

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"DTC data is new to me. Where should I start?"

I love this question.

For people who are new to analytics, data and DTC, welcome! We’re very glad you’re here.

Let me set the stage just a bit, and point you in the right direction.

For as exciting and empowering as analytics is for growing DTC businesses, there’s also a lot to be said for taking things one step at a time.

Make it do-able, in other words. Make a realistic plan according to your goals and availability.

How, exactly, do you do that?

Here are the first three steps I encourage people to take when they start using our analytics for DTC. I hope it helps for you, too.

Step One: Utilize the data cleansing tool.
Why Do It: “Bad data in, bad data out” is for real. Start with your foundation, which means repairing faulty data where necessary. We identify invalid data in four ways so that you can course correct: birth dates, email addresses, street addresses and phone numbers.
Outcome: Better email campaign performance. More accurate knowledge of your customer demographics. More ways to reach them in ways they want to be reached.

Step Two: Identify and contact people who are at risk of leaving your Clubs.
Why Do It: Wine clubs are the biggest revenue driver for DTC. Enough said. To make it super easy to identify at-risk customers, we created a link that says, literally, "Who is at risk of leaving?" You can further filter the resulting list of customers according to risk levels of very high, high, average, low and very low.
Outcome: Retention. Now is not the time to be losing your high-value customers.

Step Three: Identify and cultivate your best customers.
Why Do It: There's a link in the Enolytics Wine Club module that says, literally, "Who are my best customers?" Click on that link, and you're given three lists of customers: Current Club Members, Past Club Members, and Never a Club Member (but have bought from you through other channels). Each customer list includes essential information, including Name, Contact Information (Customer number, email, phone), All Time Net Sales, Club Tenure, and Months Since Last Order.
Outcome: Each piece of information is an opportunity to grow your Club. Incentivize past Club members to rejoin, for example. Create an ultra-special offer for big spenders. Thank long-term members for their loyalty. Reach out to customers who haven't bought in a while. Etc. Etc. Etc.

You can see a plan taking shape, I'm sure. Pace yourself, and let us guide you along. We're here to help.

Ready to start? Send me an email, give me a call (1.702.528.3717), schedule a demo, or sign up for our free 30-day trial.

Thank you, as always, for reading –
Cathy

PS We’re taking a break next week in honor of the July 4 holiday here in the US. See you again on Friday, July 8!