Hybrid CDP is a new term that is growing in demand as businesses are now aware that customer Data is at the core of their growth. Many businesses are trying to establish proper customer data platforms (CDP) to give them the access they need to clean and unified customer data in real time. However, CDP is a relatively new field and CDP platforms leverage the cloud technology to provide businesses with powerful yet affordable CDP solutions for their data. This creates the challenge for some businesses of having their customer data sitting on the cloud outside their full control. This challenge becomes bigger when there are regulations that prevent the business from hosting their customer data outside the country of operation (like healthcare, finance, etc.).

The Data Hosting Challenge

Some of our regional clients had that challenge. Some of them could not host their customer data on the public cloud due to regulations and some wanted to simply have their data under their full control.

In the first case, the data had to be hosted on the business’ own premise while in the latter case, the data could be hosted on the cloud but it had to be a dedicated cloud environment and that only the business has access to.

The Complexity of The Data

The businesses did not want to simply host their customer data that they are collecting directly through their different touch points but they also wanted to act on that data (communication, feedback, incentives) and also store analytical data based on the customer engagement (Marketing ROI analysis, Machine Learning, etc.).

The Hybrid Solution

The UB team setup the data environment in the client’s own environment, including the different database technologies to handle data analysis and marketing data, that was completely under the control of the IT team of the client.

A secure connection was then established between the client’s data environment and the UB platform on the cloud where all the processing and business logic happened. In some cases, dedicated processing instances were spun out to process the analytical data for the business based on the data load.

This ensured that the business not only had full control over their data but also enabled the business to setup an in-house data hub that they can leverage for different purposes like custom reporting and analysis.

This also enabled the business to leverage the power of cloud processing at an affordable cost compared to that if they were to setup the full platform on their premise. The UB platform provided the business with different marketing tools that plug into their Data Hub, from customer segmentations, online ads integration, campaign management, automated journeys, customer feedback, digital vouchers, and loyalty.

To learn more how UrbanBuz can help you not only establish a strong customer data foundation but also leverage that data to grow your business, contact us HERE.

Quick Service Restaurants (QSR), like any other restaurants, face the challenge of collecting customer data and leveraging that data to improve their service and create customer loyalty. However, QSR customer data collection challenge is exasperated by the fact that they are fast paced by nature (hence the term quick service), which means any customer data collection methods need to fit within their fast-pace nature.

For example, at a dine-in restaurant, the staff have ample opportunities  to interact with customers as they sit at their tables for a long period of time. Contrast that with a QSR customer who goes to the counter, orders the food, and walks out (or sits down to eat it) with minimum interaction with staff.

The challenge was to provide a solution that combines the following elements:

1- Very simple to setup and manage by the business

2- Requires no or minimum intervention from staff

3- Collects personal data from customers in addition to feedback about service

4- Convenient and easy for customers to participate

Restaurants, including QSR, can benefit a lot from using a CDP to manage their customer data and efficiently engage those customers. However, in order for the CDP to function, there has to be in place a process and a system to consistently collect first-party data from customers.

The Customer Registration Form

QSRs can collect customer data from different channels like online ordering or mobile apps. However, for most QSRs, the main customer touch point is still the brick-and-mortar restaurant where customers interacts anonymously with the staff without the need to provide any data.

Considering the nature of QSR where staff needs to keep moving the line of customers as fast as possible, collecting customer data should require minimum to no involvement from the staff. Also, we could not rely on having a digital registration form on a tablet at the restaurant as that would require customers to stand there and fill out their information and it would also limit the number of participating customers.

The UrbanBuz team provided the business with QR codes for each branch that gets printed on every receipt given to the customer. All the customer had to do is scan the QR code on their phone and they will be presented with a registration form to collect their information. 

The QR code already contained information about the branch so it was easy to track and save which branch the customer visited before they registered.

The Customer Feedback

In addition to collecting personal information about the customers, the business wanted to also collect customer feedback after every visit. They did not want to email or SMS the customer after each visit at the beginning since they were at the early stage of capturing customer data.

The solution was to include the customer feedback in the same QR code that is used for the registration page and create a flow that is easy to follow by the customers.

In this case, the customers would scan the QR code, they would get a Check-In page where they can enter either their phone or email, If they are a returning customer then the system would automatically show the customer feedback form otherwise it would present them with the customer registration form and once they finish registration they can proceed to the customer feedback form.

The Customer Incentive

The business understood from the beginning that without a clear and relevant incentive, customers will not provide their data. So the objective was to automatically tie a relevant incentive, free coffee, to customer feedback. 

The business was able to easily achieve that through the automation engine where the customer would automatically receive a free-coffee voucher every time they give their feedback. The vouchers are automatically tracked, giving the business real time view over number of vouchers issues, redeemed, and still active.

The Full Flow For Capturing Customer Profile and Feedback

In simple and automated flow, the business was able to incentivize the customers to provide not only personal data but also feedback about their experience after each visit through a simple and user friendly solution.

Also through the automation engine, the system would alert management about any negative feedback along with all the details they need about the customer to immediately followup with dissatisfied customers.

1- QR code gets printed on the receipt

2- Customers scans QR code on their phone and they are presented with Check In form

3- If

    – Customer is new: Show Registration, upon registration show Feedback form, upon feedback completion issue a voucher

    – Customer is returning: Show Feedback form, upon feedback completion issue a voucher

Great ROI

The results exceeded the business expectation from the first month where customer participation was very high and customer profiles started flowing into the CDP along with their feedback.

To learn more how UrbanBuz can help you collect first-party data and effectively engage your customers, contact us HERE.

Through our, quick-and-easy to setup, integration with Shopify, businesses can quickly create a Single Customer View and gain access to  powerful tools they need to create personalized, 1:1 interactions that drive incremental revenue, deeper engagement and growth.

Quick and Easy Shopify Integration

You can setup and connect the  UrbanBuz Shopify App within minutes after which data will automatically flow to your Customer Data Platform and you can immediately gain access to the Single Customer View that combines the offline and online data.

Shopify Two-Way Integration

The UrbanBuz Shopify App not only enables you to centralize your data by capturing all your online data into your Customer Data Platform (CDP) but also enables you to push data back to your Shopify store like loyalty balances, vouchers, and product recommendations.

Create Omni-Channel Consistent Engagement

With the UrbanBuz Shopify App, you can learn about:

• What your customers are browsing online
• Abandoned carts
• Online Transactions

All that becomes part of the customer account. Combining the online with the offline data, you can optimize their experience online (and vice versa). You will be able to identify which customers shop only online, which ones shop only in store, and which ones shop both. This also allows you to optimize your marketing so you don’t target online customers with products they just bought offline. Through UrbanBuz Audience You can segment your customers between online, offline, or both. You can build fully automated journeys that take into considerations purchases online and offline. Some of those automated journeys would cover:

• Following up with customers about their abandoned carts
• Tailoring the marketing message to include products they browsed but haven’t bought (online and offline)

Overcoming Cookies limitation to Optimize Online Ads

The UrbanBuz Shopify App collects data directly into your customer data platform (CDP) without any reliance on cookies, which goes beyond browsers limiting cookies collecting data. Once the data is collected, you will have full control over what data to share with online ads platforms (like Facebook and Google) to optimize your online marketing campaigns through the UrbanBuz Online-Ads product. You will have full control over your data and over protecting the privacy of your customers.

Loyalty Programs

Integrating with your Shopify App, automatically gives you access to the UrbanBuz powerful loyalty engine where you can incentivize your customers offline and online. You can easily tailor your rewards based on whether customer buys online or offline to drive certain behavior.  

You want see our platform in action? Book your next demo HERE.

With the UrbanBuz Customer Data Platform integration with Magento, retailers have access to powerful tools they need to create personalized, 1:1 interactions that drive incremental revenue, deeper engagement and growth.

Integrating your Magento Ecommerce site with the UrbanBuz CDP is a breeze. Once that connection is made, you will automatically connect your offline and online channels. Also you will immediately have access to a suite of advanced tools that will help you fully optimize your engagement with your customers.

Customer Data and Identity Resolution

By combining your online store with your offline world, you can leverage your store data to help identify visitors online. You will also be able to unify your customer data across those two sales channels. This will enable to create a the single customer view.

Create Omni-Channel Consistent Engagement

With the UrbanBuz Magento extension, you can learn about:

• What your customers are browsing online
• Abandoned carts
• Online Transactions

All that becomes part of the customer account. Combining the online with the offline data, you can optimize their experience online (and vice versa).

You will be able to identify which customers shop only online, which ones shop only in store, and which ones shop both. This also allows you to optimize your marketing so you don’t target online customers with products they just bought offline.

Through UrbanBuz Customer Segmentation You can segment your customers between online, offline, or both. You can build fully automated journeys that take into considerations purchases online and offline. Some of those automated journeys would cover:

• Following up with customers about their abandoned carts
• Tailoring the marketing message to include products they browsed but haven’t bought (online and offline)

Overcoming Cookies limitation to Optimize Online Ads

The UrbanBuz Magento extension collects data directly into your customer data platform (CDP) without any reliance on cookies, which goes beyond browsers limiting cookies collecting data.

Once the data is collected, you will have full control over what data to share with online ads platforms (like Facebook and Google) to optimize your online marketing campaigns through the UrbanBuz Online-Ads product.

You will have full control over your data and over protecting the privacy of your customers.

Loyalty Programs

Integrating with your Magento Ecommerce, automatically gives you access to the UrbanBuz powerful loyalty engine where you can incentivize your customers offline and online. You can easily tailor your rewards based on whether customer buys online or offline to drive certain behavior.

Customer Access To Their Full Data

With the UrbanBuz Magento extension, you can provide your customer with visibility over their data, offline and online, once they login to your Ecommerce site.

They can update their profile, view their purchases and E-Receipts, vouchers, loyalty balance, communication preferences, and much more, which creates a certain level of trust between your brand and you customers.

You want see our platform in action? Book your next demo HERE.

It goes without saying that serious marketers understand the importance of “know thy customer.”  Businesses that use RFM modeling for marketing can segment their customers into homogeneous groups. It is then easier to understand the traits of each group, and engage each one of them with relevant campaigns rather than segmenting on just customer age or geography.

In order to deliver relevant, personalized, and timely content to your customers you need to look beyond demographics. One of the most popular, easy-to-use, and effective segmentation methods to enable marketers to analyze customer behavior is the RFM analysis.

What Is RFM Analysis?

RFM stands for Recency, Frequency, and Monetary value, each corresponding to some key customer trait. These RFM metrics are important indicators of a customer’s behavior because frequency and monetary value affects a customer’s lifetime value, and recency affects retention, a measure of engagement.

The goal is to predict which clients are more likely to buy again in the future. RFM model is a proven marketing strategy based on customer behavior segmentation. It groups customers based on their purchase history – how recently, with what frequency and of what value did they buy.

RFM analysis helps you find answers to the following questions and more:

• Who are my best customers?
• Which customer has the potential to buy more?
• Who has been churned out/has lapsed?
• What customer can the business afford to ignore to effectively utilize budgets?
• Which customer can be converted by creating value through promotions?
• Which of your customers are most likely to respond to engagement campaigns?
• Who are the customers who buy only discounted items?

Through RFM, you can recognize and focus on converting critical customer segments like customers on the verge lapsing or dropping to becoming engaged and active customers. You can leverage the power of RFM to utilize your marketing budgets wisely and effectively, while also increasing the overall impact of marketing on your business.

How does RFM Work?

Historically, setting up an RFM model required some technical configuration based on some metrics defined by the business.

For example, you might define a core customer as a customer who:

• Shopped recently (say within a month)
• Visited frequently (more than 10 visits per year), and
• Spent a certain amount of money ($10,000 in the past 12 months).

Any customer who falls within that bracket will belong to your core segment.

You can define different segments and give them scores so customers would be grouped according to their RFM score. The RFM combination is important in order to optimize your targeting. You don’t want to focus only on high spenders who might be casual customers who don’t visit much or did not visit recently. Also you don’t want to ignore small spenders because they might be very regular.

However, as the name implies, the RFM model is about spend and visits but the customer universe is much more complicated than that. If your business is both online and offline then you need to setup different criteria for online customers, offline customers, and both. Furthermore, you should include customer demographics and engagement to optimize the marketing spend to target those who are engaged versus those who never respond to campaigns. You add to that product categories and NPS rating (customer feedback) and you get an idea about the different scenarios that a business would be looking at.

Sounds Complicated?

On paper (or on screen), yes, all that might sound too much for a marketing team to handle. However, you can now easily define the different customer groups that are relevant to your business then engage those groups in a personalized, relevant, and timely manner. All this made possible through AI powered segmentation along with simplified UI that is designed mainly for marketing teams.

With UrbanBuz Audience,  you can create any customer segments you want based on the RFM model and beyond to really optimize your customer engagement and create exceptional customer experiences.

You can visually define your customer segments by easily combining all the different elements to fine tune each segment. You can combine demographics, with RFM, with browsing behavior, abandoned carts and more to create optimized segments.

Once created, the system would automatically keep each segment up to date and in real time. You can then engage with the right audience any time whether through our omni-channel Automated Journey product, or through our omni-channel Campaign Management product.

You can also use the segments across different dashboards to have a deeper analysis of each segment’s data.

No certification required, all you have to do is click and define you segment and let our system do the rest.

You want see our platform in action? Book your next demo HERE.