Don’t Leave Money on the Table. Here’s How to Start with Your Ecommerce Data

Tell me if any of this sounds familiar.

“We know that there are a lot of possibilities when it comes to data and our winery.”

“We know that segmenting our customer data will help us to serve them better. That’s a great first step, but I’m overwhelmed with where to start.”

“I don’t have the bandwidth to dive head-first into a big data project but, by now, I do know that I’m leaving money on the table if I don’t start mining my data.”

“Can we just take things one step at a time?”

Yes, you can take things one step at a time.

To be clear, we very much believe in the deep functionalities we’ve built into Enolytics’ dynamic dashboards for wineries’ entire ecommerce ecosystem. In fact, the segmentation and data cleansing capabilities are built natively into the dashboards.

But let me consider where you, personally, would like to start. If basic segmentation and/or data cleansing are your comfort zones for now, then that’s where we can start. We’ve “pulled out” this particular functionality from the dynamic dashboards, so they are discrete and standalone operations.

Let me give you an example of how it works.

Step One: The winery (or cidery, distillery or brewery) pulls a spreadsheet that includes the following fields of information:

• Customer ID

• Address, split out into street address, city, state and zip code

• First name

• Last name

• Birthdate

• Email

• Phone number

You’d pull these fields from whatever ecommerce fulfillment provider you use.

Step Two: We run that data through our system and enhance it. Here are some examples of what you can expect to see in return:

• Your contacts’ gender, generation (Boomers, Gen X, etc.) and whether they live in an affluent area, a middle class or an area designated as “very poor.”

• “Data quality metrics” which means that every email address, postal address and phone number is checked for accuracy.

• Suggested segments to target, such as affluent, millennial females who live in the Northeast and middle class, male boomers who live in the Midwest.

Targeted campaigns, as you know, are proven to be more efficient than one-size-fits-all campaigns.

Step Three: We workshop the results with you, taking the time to train you on how to explore the visualizations and access the filters that are most relevant to your business.

From that point on, we provide a password-protected link to the results so that you can work with them at your convenience, for as long as you’d like.

This past week, we turned around a project exactly as described above for Eden Ciders, based in Vermont. Here’s what Alexandra Otte, Eden’s Director of Marketing, had to say:

“We knew we wanted to dig deeper into personalizing our emails for our customers but it always seemed very time intensive to figure out where to start. Enter Enolytics, who helped us figure out stage 1 in an easy and super quick manner. They have taken out a lot of the guesswork and provided us with actionable insights.”

Can we get this step started with you? As I wrote in last week’s post, it is literally and physically painful for us to see wineries leave ecommerce money on the table, especially now with so many struggling under COVID conditions.

Please be in touch. My email is cathy@enolytics.com, and my phone is +1.702.528.3717.

I look forward to hearing from you and thank you, as always, for reading.