Holiday campaigns are top-of-mind for most marketers this time of year, and tying results to business objectives is key to success. Each customer interaction with your site can provide insights into their needs and expectations. Understanding and acting on these insights can help to drive immense value for your business—all while improving the customer experience.
Typically, the use of website data is geared towards lower-funnel activity, but you can find connections to upper- and middle-funnel activity, such as cross-selling new products to existing customers and creating general brand awareness to reach new prospects, as well. Activate these insights by utilizing data from Google Analytics 360 and create audiences around their interactions with your site. Then, show them targeted ads through Google Ads and Google Marketing Platform.
To find connections between marketing funnels and your data (to build retail remarketing audiences), map each stage of the customer journey to an audience within your analytics data.
- Awareness: Raise awareness and visibility using recommended audiences in analytics
- Acquisition: Convert users from browsers to customers with machine-learning-based audiences, event tracking, and enhanced eCommerce reporting.
- Loyalty: Keep customers engaged with audiences around your custom dimensions (like registering for an e-newsletter) or utilize a data import from your CRM.
The examples below are shown in Google Analytics 360, but all can be executed in other platforms, as the concepts still apply.
5 Retail Remarketing Audiences for the Holidays
The 5 audiences for retail businesses can help give your campaigns that extra boost for holiday sales:
1) New Visitors Audience: Create segments based on your users by defining a custom segment, and then import them into Audiences. One possible audience segment of interest for holiday campaigns this year is “new visitors” who found you during the first few months of the COVID-19 pandemic.