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Huddle House CMO ijtimoiy tarmoqlarda, qiymat

Huddle House CMO ijtimoiy tarmoqlarda, qiymat


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Huddle House sotuvi o'tgan yil boshida restoranlarni qayta qurish va cheklangan vaqtli yangi takliflar kabi ichki yaxshilanishlar bilan ijobiy tomonga o'zgara boshladi, lekin brend 2012 yilda o'zining ijobiy tezligini saqlab qolish uchun kompaniyadan tashqaridan marketing yordamini so'radi.

Bosh ijrochi direktor Ken Keymer, o'tgan aprel oyida Fil Grifellding ketishi bilan vaqtinchalik bosh direktor lavozimida ishlaganidan so'ng, to'liq vaqtli lavozimga ko'tarilgan edi-yangi marketing bo'yicha bosh direktor Mark Butlerning yangi istiqbollari aniqlandi.

Butler 5-dekabr kuni oilaviy restoran operatorida reklama, ijtimoiy tarmoqlar va oshpazlik tadqiqotlari va ishlab chiqish vazifalarini o'z zimmasiga oldi va uning yangi roli bir xil do'konlar savdosi taqqoslashiga duch kelishini aytdi. Aprel.

Nation's Restaurant News Butler bilan Cherch's Chicken-da marketing bo'yicha katta vitse-prezidentlik tajribasi va AQShning Carat agentligi bilan bo'lgan tajribasi unga bu yil 400 dan ortiq bo'lakli, Atlanta shtatidagi Xaddl-Xaus uyida marketing amaliyotini takomillashtirishga yordam berishi haqida gapirdi.

O'tgan yili doimiy bosh direktor bo'lganidan beri Ken Keymer ko'plab o'zgarishlarni boshladi. Qanday qilib bu tezlikni qo'lga kiritmoqchisiz, balki yangi CMO kabi narsalarga o'z tamg'angizni qo'yishni xohlaysizmi?

Men uchun eng katta qiyinchilik-yuqori raqamlarni ag'darish. Biz mahsulot sinovi va xaridorlarni jalb qilish bilan bog'liq bo'lgan ko'plab protseduralarimizni o'tmishdagidan ko'ra takomillashtirishga harakat qilmoqdamiz. Hozir bizda juda ko'p menyu elementlari bor va bizning vazifamiz - bir qadam orqaga chekinish va qaysi mehmonlarni Xaddluz uyiga keltirishini so'rash. Avvalo, biz milliy asosda olib chiqadigan barcha narsalar savdo va marjani yaratish nuqtai nazaridan sinchkovlik bilan sinovdan o'tkazildi.

Mahsulot nuqtai nazaridan, biz yangi menyu satrlarini ko'rib chiqmoqdamiz, ularning har biri bitta yoki ikkita turli xil mahsulotni olishi mumkin va ularga bir nechta usuldan foydalanishga imkon beradi, masalan, ishtahani olish va uni ovqat sifatida ishlatish. restoranda oqadi va kengroq e'tirozga ega bo'ladi. Misol uchun, bizning qisqichbaqalarimizni olaylik. Biz yuqori sifatli qisqichbaqalar mahsulotini savatchada yoki sho'rvali sendvichda, bemaqsad yoki qisqichbaqalar salatida ishlatishimiz mumkin. Ilgari, bu ko'proq bitta maqsadli mahsulot edi, lekin hozir biz tizimda tez-tez ishlatadigan mahsulotni qidirmoqdamiz.


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

"Gusto" kompaniyasining bosh direktori Tom Uollis bugun Marketing 2020 festivalida ma'ruza qilib, kompaniya o'z mijozlariga real qiymatni etkazib berish uchun ma'lumotlarga asoslangan strategiyadan qanday foydalanayotganini tushuntirdi.

Gousto-retsept bo'yicha ishlab chiqaruvchi kompaniya bo'lib, xaridorlarga uyda ajoyib taomlar tayyorlashga imkon beradigan retsept kartalarini (va aniq ingredientlarni) yuboradi.

Uollis kompaniyaning so'nggi sakkiz yil mobaynida o'rganganlarini buzadi va ma'lumotlarga asoslangan strategiya va Ldquoone-ning beshta asosiy tarkibiy qismlarini tavsiflaydi, ular A/B sinovlari va o'sishni buzish, hamdardlik va tushuncha va mijozlar tajribasini yaxshilashga olib keladi. & rdquo

1. Ma'lumotlaringizni (uyingizni) tartibda joylashtiring

& ldquoSiz foydalanadigan ma'lumotlarga kompaniyadagi odamlar ishonishi kerak, aniq va hamma uchun ochiq bo'lishi kerak, - tushuntiradi rdquo Uollis. & ldquo Ishonchli va aniq ma'noda, undan foydalanadigan har bir kishi, bu ishonchli ekanini biladi, shuning uchun ular bergan tushunchalarga ishonish mumkin. & rdquo

Uollis, shuningdek, ma'lumotlarni so'rash va undan o'rganish kerak bo'lgan hamma uchun ochiq va ochiq bo'lishining muhimligini ta'kidlaydi. U shunday deydi: & ldquoBu bizga bergan (va sizga berishi kerak bo'lgan) narsalardan biri - bu jamoada ular mijozlar nima qilayotganini va nima uchun bunday qilayotganlarini tushunishadi. & Rdquo

& ldquoIt vaqt o'tishi bilan odamlar xulq -atvori haqidagi bilimlarni shakllantiradi, bu xaridorlarning xulq -atvori haqidagi har oylik taqdimotlardan ko'ra ko'proq. & rdquo

Uollis, shuningdek, ma'lumotni erta foydalanish mumkin bo'lgan tuzilishga kiritish muhimligi haqida fikr bildiradi, bu odatda kompaniya kattalashganidan keyin amalga oshirish qiyinroq. & Agar siz kompaniyaning dastlabki bosqichlarida sizning ma'lumotlar tuzilmangiz haqida o'ylash imkoniga ega bo'lsangiz, bunga vaqt ajrating & rdquo, deydi u.

2. Aloqador va moslashtirilgan bo'ling (va shaxsiy)

Men hozir ko'pchiligingiz kabi uydan ishlayapman va men har kuni tushlik olish uchun yo'l oxiridagi kafega borishni odat qilib oldim, deydi Uollis.

& ldquoUlar birinchi marta ochilganda, biz har doim qanday qilib mening sevimli ta'mim (pishloq va piyoz) ta'miga ega bo'lmaganliklari haqida hazil bilan bo'lishganmiz, lekin ular kiritgan kuni ular menga birinchi bo'lib aytishgan. & rdquo Uollis aytganidek, (hikoya), men aslida boshqa variantlarga qaraganda u erga borishni tanlayman, chunki menga bu yoqadi. & rdquo

Vaqt o'tishi bilan Gusto ma'lumotni ko'proq sotish yoki konvertatsiya qilish tezligini oshirish, kompaniyaning haqiqatan ham qanday yordam berishi mumkinligi haqida o'ylash va xaridorlarga yoqimli taassurot qoldirish uchun foydalanish uslubidan o'tdi. & LdquoBu sizning kompaniyangiz uchun yaxshi natijalarga olib keladi. & rdquo

Uollis ilgari sodiq bo'lgan kompaniyadan sotib olishning yana bir misolini keltiradi. & ldquoUlar o'tmishda ulardan ko'p buyurtma berganimni va ular meni qaytarib olishganidan juda minnatdor bo'lishganini payqab, etkazib berishga shaxsiy yozuvni qo'yishdi, - tushuntiradi u. & ldquoBu kichik teginishlar - bu sizning mijozlaringiz bilan aloqa o'rnatish uchun foydalanishingiz mumkin bo'lgan narsalar. & rdquo

3. O'z vaqtida bo'ling

& ldquoAgar sizning ma'lumotlaringiz tartibda bo'lsa, uning atrofidagi tizimlar va jarayonlar undan imkon qadar tezroq foydalana olishiga ishonch hosil qilish juda muhim. & rdquo

Uollis Gustoning standartlashtirilgan javoblardan (masalan, obunani bekor qilish haqidagi kuzatuv xabari), yanada rivojlangan aloqa turidan qanday o'tib ketganini tasvirlab beradi. & ldquoMasalan, biz odamlar buyurgan taom turlaridan kelajakda nimani xohlashlarini aniqlash va tavsiyalar berish uchun foydalanamiz. & rdquo

Gustoga qo'shilgan yangi xaridor uchun biz buni imkon qadar tezroq qilishimiz juda muhim, shuning uchun biz ularning sayohatlarining boshida yordam bera olamiz. ular nimani yoqtirishini & ndash va ma'lumotlar ilmi va mashinasozlikdan foydalanib, sakkiztaga tushirishdi. & rdquo

4. Qadr -qimmatga sazovor bo'ling

Uollis Jeff Goldbumni takrorlaydi Yura bog'i uning to'rtinchi nuqtasini ta'kidlash uchun: & ldquoJadar siz biror narsa qila olsangiz, bu sizga kerak degani emas. & rdquo

Uollis shuni anglatadiki, & ndash mijozlar ko'p hollarda o'z ma'lumotlarini tajribasini yaxshilasa, minnatdor bo'lishadi va ndash kompaniyalar o'z manfaatlaridan foydalanishda aybdor bo'lishlari mumkin va bu to'g'ri emas.

& ldquoBiz bir paytlar mijozlarga SMS yuborish elektron pochta tariflarini ochish muammosini hal qilishning samarali usuli ekanini tan olgan bo'lardik, - deya tushuntiradi u. & ldquoBuning uchun bizda ma'lumot bor, lekin bu mijozlar kompaniyadan ko'rishni xohlamaydi. & rdquo

& ldquoOrniga, uni & lsquoWe & rsquove kabi yanada to'g'ri muloqot qilish uchun ishlatish sizning etkazib berish kechiktirilganini payqadi & rsquo yoki & lsquoWe & rsquove sizning qutingizda biron bir komponent etishmayotganini payqadi & rsquo & ndash agar bunday aloqa o'z vaqtida va shoshilinch bo'lsa zarur juda qadrlanadi. & rdquo

& ldquoAgar siz ma'lumotlardan foydalansangiz, odamlar baholaydigan narsa ekanligiga ishonch hosil qilishni xohlaysiz.

5. Ruxsat olish (GDPR)

Nihoyat, Uollis ruxsatning muhimligini ta'kidlaydi, ayniqsa GDPR qoidalari kuchga kirganida.

& ldquoGDPR - bu biz bilan ishlashimiz va oxir -oqibat quchoqlashimiz kerak bo'lgan narsa, chunki u rozilik haqida, ruxsat va hellip va rdquo haqida, va agar biz mijoz va rsquos ma'lumotlaridan oqilona va samarali foydalanayotgan bo'lsak, xaridorlar bizga bu ruxsatni berishda davom etishadi. & rdquo

& ldquoShuning uchun tan olish va qadrlash juda muhim. & rdquo


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

"Gusto" kompaniyasining bosh direktori Tom Uollis bugun Marketing 2020 festivalida ma'ruza qilib, kompaniya o'z mijozlariga real qiymatni etkazib berish uchun ma'lumotlarga asoslangan strategiyadan qanday foydalanayotganini tushuntirdi.

Gousto-bu xaridorlarga uyda taassurot qoldiradigan taomlarni tayyorlashga imkon beradigan retsept kartalarini (va aniq ingredientlarni) yuboradigan retseptlar qutisi kompaniyasi.

Uollis kompaniyaning so'nggi sakkiz yil mobaynida o'rganganlarini buzadi va ma'lumotlarga asoslangan strategiya va Ldquoone-ning beshta asosiy tarkibiy qismlarini tavsiflaydi, ular A/B testlari va o'sishni buzish, hamdardlik va tushuncha va mijozlar tajribasini yaxshilashga olib keladi. & rdquo

1. Ma'lumotlaringizni (uyingizni) tartibda joylashtiring

& ldquoSiz foydalanadigan ma'lumotlarga kompaniyadagi odamlar ishonishi kerak, aniq va hamma uchun ochiq bo'lishi kerak, - tushuntiradi rdquo Uollis. & ldquo Ishonchli va aniq ma'noda, undan foydalanadigan har bir kishi, bu ishonchli ekanini biladi, shuning uchun ular bergan tushunchalarga ishonish mumkin. & rdquo

Uollis, shuningdek, ma'lumotlarni so'rash va undan o'rganish kerak bo'lgan hamma uchun ochiq va ochiq bo'lishining muhimligini ta'kidlaydi. U shunday deydi: & ldquoBu bizga bergan (va sizga berishi kerak bo'lgan) narsalardan biri - bu jamoada ular mijozlar nima qilayotganini va nima uchun bunday qilayotganlarini tushunishadi. & Rdquo

& ldquoIt vaqt o'tishi bilan odamlar xulq -atvori to'g'risida har oygi taqdimotlardan ko'ra ko'proq odamlarning xulq -atvori haqidagi bilimlarni shakllantiradi. & rdquo

Uollis, shuningdek, ma'lumotni erta foydalanish mumkin bo'lgan tuzilishga kiritish muhimligi haqida fikr bildiradi, bu odatda kompaniya kattalashganidan keyin amalga oshirish qiyinroq. Agar sizda kompaniyaning dastlabki bosqichlarida sizning ma'lumotlar tuzilmangiz haqida o'ylash imkoniyati bo'lsa, buni qilishga vaqt ajrating & rdquo, deydi u.

2. Aloqador va moslashtirilgan bo'ling (va shaxsiy)

Men hozir sizlarning ko'pchiligingiz kabi uydan ishlayapman va men va rsquove har kuni tushlik olish uchun yo'l oxiridagi kafega borishni odat qilib oldim, deydi Uollis.

& ldquoUlar birinchi marta ochilganda, biz har doim qanday qilib mening sevimli lazzatim (pishloq va piyoz) ichmaganligimiz haqida hazil bilan bo'lishganmiz, lekin ularni olgan kunida ular menga birinchi bo'lib aytishgan. & rdquo Uollis aytganidek, (hikoya), men aslida u erga boshqa variantlarga qaraganda borishni tanlayman, chunki menga bu yoqadi. & rdquo

Vaqt o'tishi bilan Gusto ma'lumotni ko'proq sotish yoki konvertatsiya tezligini oshirish uchun ishlatishdan, kompaniyaning haqiqatan ham foydali bo'lishi haqida o'ylashdan va xaridorlarga yoqimli tajriba orttirishdan o'tdi. & ldquoBu sizning kompaniyangiz uchun yaxshi natijalarga olib keladi. & rdquo

Uollis ilgari sodiq bo'lgan kompaniyadan sotib olishning yana bir misolini keltiradi. & ldquoUlar o'tmishda ulardan ko'p buyurtma berganimni va ular meni qaytarib berishganidan juda minnatdor bo'lishganini payqab, etkazib berishga shaxsiy yozuvni qo'yishdi, deb tushuntiradi u. & ldquoBu kichik teginishlar - bu sizning mijozlaringiz bilan aloqa o'rnatish uchun foydalanishingiz mumkin bo'lgan narsalar. & rdquo

3. O'z vaqtida bo'ling

& ldquoAgar sizning ma'lumotlaringiz tartibda bo'lsa, uning atrofidagi tizimlar va jarayonlar undan imkon qadar tezroq foydalana olishiga ishonch hosil qilish juda muhim. & rdquo

Uollis Gustoning standart javob beradigan javoblardan (masalan, obunani bekor qilish haqidagi kuzatuv xabari), yanada rivojlangan aloqa turidan qanday o'tib ketganini tasvirlab beradi. & ldquoMasalan, biz odamlar buyurgan taom turlaridan kelajakda nimani xohlashlarini aniqlash va tavsiyalar berish uchun foydalanamiz. & rdquo

Biz buni Gustoga qo'shilgan yangi mijoz uchun imkon qadar tezroq qilishimiz juda muhim, shuning uchun biz ularning sayohatlarining boshida yordam bera olamiz. ular nimani yoqtirishini & ndash va ma'lumotlar ilmi va mashinasozlik yordamida sakkiztaga tushirishdi. & rdquo

4. Qadr -qimmatga sazovor bo'ling

Uollis Jeff Goldbumni takrorlaydi Yura bog'i uning to'rtinchi nuqtasini ta'kidlash uchun: & ldquoJadar siz biror narsa qila olsangiz, bu sizga kerak degani emas. & rdquo

Uollis shuni anglatadiki, & ndash mijozlar ko'p hollarda o'z ma'lumotlarini tajribasini yaxshilasa, minnatdor bo'lishadi va ndash kompaniyalar o'z manfaatlaridan foydalanishda aybdor bo'lishlari mumkin va bu to'g'ri emas.

& ldquoBiz bir paytlar mijozlarga SMS yuborish elektron pochta tariflarini ochish muammosini hal qilishning samarali usuli ekanini tan olgan bo'lardik, - deya tushuntiradi u. & ldquoBuning uchun bizda ma'lumot bor, lekin bu mijozlar kompaniyadan ko'rishni xohlamaydi. & rdquo

& ldquoOrniga, uni & lsquoWe & rsquove kabi yanada to'g'ri muloqot qilish uchun ishlatish sizning etkazib berish kechiktirilganini payqadi & rsquo yoki & lsquoWe & rsquove sizning qutingizda biron bir komponent etishmayotganini payqadi & rsquo & ndash agar bunday aloqa o'z vaqtida va shoshilinch bo'lsa zarur juda qadrlanadi. & rdquo

& ldquoAgar siz ma'lumotni ishlatsangiz, odamlar baholaydigan narsa ekanligiga ishonch hosil qilishni xohlaysiz.

5. Ruxsat olish (GDPR)

Nihoyat, Uollis ruxsatning muhimligini ta'kidlaydi, ayniqsa GDPR qoidalari kuchga kirganida.

& ldquoGDPR - bu biz ishlashimiz va oxir -oqibat quchoqlashimiz kerak bo'lgan narsa, chunki bu rozilik haqida, u ruxsat va hellip va rdquo haqida, va agar biz mijoz va rsquos ma'lumotlaridan oqilona va samarali foydalanayotgan bo'lsak, xaridorlar bu ruxsatni berishda davom etishadi. & rdquo

& ldquoShuning uchun tan olish va qadrlash juda muhim. & rdquo


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

"Gusto" kompaniyasining bosh direktori Tom Uollis bugun Marketing 2020 festivalida ma'ruza qildi va kompaniya o'z mijozlariga real qiymatni etkazib berish uchun ma'lumotlarga asoslangan strategiyadan qanday foydalanayotganini tushuntirdi.

Gousto-retsept bo'yicha ishlab chiqaruvchi kompaniya bo'lib, xaridorlarga uyda ajoyib taomlar tayyorlashga imkon beradigan retsept kartalarini (va aniq ingredientlarni) yuboradi.

Uollis kompaniyaning so'nggi sakkiz yil mobaynida o'rganganlarini buzadi va ma'lumotlarga asoslangan strategiya va Ldquoone-ning beshta asosiy tarkibiy qismlarini tavsiflaydi, ular A/B testlari va o'sishni buzish, hamdardlik va tushuncha va mijozlar tajribasini yaxshilashga olib keladi. & rdquo

1. Ma'lumotlaringizni (uyingizni) tartibda joylashtiring

& ldquoSiz foydalanadigan ma'lumotlarga kompaniyadagi odamlar ishonishi kerak, aniq va hamma uchun ochiq bo'lishi kerak, - tushuntiradi rdquo Uollis. & ldquo Ishonchli va aniq ma'noda, undan foydalanadigan har bir kishi, bu ishonchli ekanini biladi, shuning uchun ular bergan tushunchalarga ishonish mumkin. & rdquo

Uollis, shuningdek, ma'lumotlarni so'rash va undan o'rganish kerak bo'lgan hamma uchun ochiq va ochiq bo'lishining muhimligini ta'kidlaydi. U shunday deydi: & ldquoBu bizga bergan (va sizga berishi kerak bo'lgan) narsalardan biri - bu jamoada ular mijozlar nima qilayotganini va nima uchun bunday qilayotganlarini tushunishadi. & Rdquo

& ldquoIt vaqt o'tishi bilan odamlar xulq -atvori haqidagi bilimlarni shakllantiradi, bu xaridorlarning xulq -atvori haqidagi har oylik taqdimotlardan ko'ra ko'proq. & rdquo

Uollis, shuningdek, ma'lumotni erta foydalanish mumkin bo'lgan tuzilishga kiritish muhimligi haqida fikr bildiradi, bu odatda kompaniya kattalashganidan keyin amalga oshirish qiyinroq. Agar sizda kompaniyaning dastlabki bosqichlarida sizning ma'lumotlar tuzilmangiz haqida o'ylash imkoniyati bo'lsa, buni qilishga vaqt ajrating & rdquo, deydi u.

2. Aloqador va moslashtirilgan bo'ling (va shaxsiy)

Men hozir sizlarning ko'pchiligingiz kabi uydan ishlayapman va men va rsquove har kuni tushlik olish uchun yo'l oxiridagi kafega borishni odat qilib oldim, deydi Uollis.

& ldquoUlar birinchi marta ochilganda, biz har doim qanday qilib mening sevimli ta'mim (pishloq va piyoz) ta'miga ega bo'lmaganliklari haqida hazil bilan bo'lishganmiz, lekin ular kiritgan kuni ular menga birinchi bo'lib aytishgan. & rdquo Uollis aytganidek, (hikoya), men aslida boshqa variantlarga qaraganda u erga borishni tanlayman, chunki menga bu yoqadi. & rdquo

Vaqt o'tishi bilan Gusto ma'lumotni ko'proq sotish yoki konvertatsiya tezligini oshirish uchun ishlatishdan, kompaniyaning haqiqatan ham foydali bo'lishi haqida o'ylashdan va xaridorlarga yoqimli tajriba orttirishdan o'tdi. & ldquoBu sizning kompaniyangiz uchun yaxshi natijalarga olib keladi. & rdquo

Uollis ilgari sodiq bo'lgan kompaniyadan sotib olishning yana bir misolini keltiradi. & ldquoUlar o'tmishda ulardan ko'p buyurtma berganimni va ular meni qaytarib berishganidan juda minnatdor bo'lishganini payqab, etkazib berishga shaxsiy yozuvni qo'yishdi, deb tushuntiradi u. & ldquoBu kichik teginishlar - bu sizning mijozlaringiz bilan aloqa o'rnatish uchun foydalanishingiz mumkin bo'lgan narsalar. & rdquo

3. O'z vaqtida bo'ling

& ldquoAgar sizning ma'lumotlaringiz tartibda bo'lsa, uning atrofidagi tizimlar va jarayonlar undan imkon qadar tezroq foydalana olishiga ishonch hosil qilish juda muhim. & rdquo

Uollis Gustoning standartlashtirilgan javoblardan (masalan, obunani bekor qilish haqidagi kuzatuv xabari), yanada rivojlangan aloqa turidan qanday o'tib ketganini tasvirlab beradi. & ldquoMasalan, biz odamlar buyurgan taom turlaridan kelajakda nimani xohlashlarini aniqlash va tavsiyalar berish uchun foydalanamiz. & rdquo

Biz buni Gustoga qo'shilgan yangi mijoz uchun imkon qadar tezroq qilishimiz juda muhim, shuning uchun biz ularning sayohatlarining boshida yordam bera olamiz. ular nimani yoqtirishini & ndash va ma'lumotlar ilmi va mashinasozlik yordamida sakkiztaga tushirishdi. & rdquo

4. Baho bering

Uollis Jeff Goldbumni takrorlaydi Yura bog'i uning to'rtinchi nuqtasini ta'kidlash uchun: & ldquoJadar siz biror narsa qila olsangiz, bu sizga kerak degani emas. & rdquo

Uollis shuni anglatadiki, & ndash mijozlar ko'p hollarda o'z ma'lumotlarini tajribasini yaxshilasa, minnatdor bo'lishadi va ndash kompaniyalar o'z manfaatlaridan foydalanishda aybdor bo'lishlari mumkin va bu to'g'ri emas.

& ldquoBiz bir paytlar mijozlarga SMS yuborish elektron pochta tariflarini ochish muammosini hal qilishning samarali usuli ekanini tan olgan bo'lardik, - deya tushuntiradi u. & ldquoBuning uchun bizda ma'lumot bor, lekin bu mijozlar kompaniyadan ko'rishni xohlamaydi. & rdquo

& ldquoOrniga, uni & lsquoWe & rsquove kabi yanada to'g'ri muloqot qilish uchun ishlatish sizning etkazib berish kechiktirilganini payqadi & rsquo yoki & lsquoWe & rsquove sizning qutingizda biron bir tarkibiy qism yo'qligini payqadi & rsquo & ndash agar bunday aloqa o'z vaqtida va tezkor bo'lsa zarur juda qadrlanadi. & rdquo

& ldquoAgar siz ma'lumotni ishlatsangiz, odamlar baholaydigan narsa ekanligiga ishonch hosil qilishni xohlaysiz.

5. Ruxsat olish (GDPR)

Nihoyat, Uollis ruxsatning muhimligini, xususan, GDPR qoidalari kuchga kirganida ta'kidlaydi.

& ldquoGDPR - bu biz bilan ishlashimiz va oxir -oqibat quchoqlashimiz kerak bo'lgan narsa, chunki u rozilik haqida, ruxsat va hellip va rdquo haqida, va agar biz mijoz va rsquos ma'lumotlaridan oqilona va samarali foydalanayotgan bo'lsak, xaridorlar bizga bu ruxsatni berishda davom etishadi. & rdquo

& ldquoShuning uchun tan olish va qadrlash juda muhim. & rdquo


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

"Gusto" kompaniyasining bosh direktori Tom Uollis bugun Marketing 2020 festivalida ma'ruza qilib, kompaniya o'z mijozlariga real qiymatni etkazib berish uchun ma'lumotlarga asoslangan strategiyadan qanday foydalanayotganini tushuntirdi.

Gousto-bu xaridorlarga uyda taassurot qoldiradigan taomlarni tayyorlashga imkon beradigan retsept kartalarini (va aniq ingredientlarni) yuboradigan retseptlar qutisi kompaniyasi.

Uollis kompaniyaning so'nggi sakkiz yil mobaynida o'rganganlarini buzadi va ma'lumotlarga asoslangan strategiya va Ldquoone-ning beshta asosiy tarkibiy qismlarini tavsiflaydi, ular A/B testlari va o'sishni buzish, hamdardlik va tushuncha va mijozlar tajribasini yaxshilashga olib keladi. & rdquo

1. Ma'lumotlaringizni (uyingizni) tartibda joylashtiring

& ldquoSiz foydalanadigan ma'lumotlarga kompaniyadagi odamlar ishonishi kerak, aniq va hamma uchun ochiq bo'lishi kerak, - tushuntiradi rdquo Uollis. & ldquo Ishonchli va aniq ma'noda, uni ishlatadigan har bir kishi, bu ishonchli ekanligini biladi, shuning uchun ular bergan tushunchalarga ishonish mumkin. & rdquo

Uollis, shuningdek, ma'lumotlarni so'rash va undan o'rganish kerak bo'lgan hamma uchun ochiq va ochiq bo'lishining muhimligini ta'kidlaydi. U shunday deydi: & ldquoBu bizga bergan (va sizga berishi kerak bo'lgan) narsalardan biri - bu jamoada ular mijozlar nima qilayotganini va nima uchun bunday qilayotganlarini tushunishadi. & Rdquo

& ldquoIt vaqt o'tishi bilan odamlar xulq -atvori haqidagi bilimlarni shakllantiradi, bu xaridorlarning xulq -atvori haqidagi har oylik taqdimotlardan ko'ra ko'proq. & rdquo

Uollis, shuningdek, ma'lumotni erta foydalanish mumkin bo'lgan tuzilishga kiritish muhimligi haqida fikr bildiradi, bu odatda kompaniya katta bo'lgandan keyin amalga oshirilishi qiyinroq. Agar sizda kompaniyaning dastlabki bosqichlarida sizning ma'lumotlar tuzilmangiz haqida o'ylash imkoniyati bo'lsa, buni qilishga vaqt ajrating & rdquo, deydi u.

2. Aloqador va moslashtirilgan bo'ling (va shaxsiy)

Men hozir sizlarning ko'pchiligingiz kabi uydan ishlayapman va men va rsquove har kuni tushlik olish uchun yo'l oxiridagi kafega borishni odat qilib oldim, deydi Uollis.

& ldquoUlar birinchi marta ochilganda, biz har doim qanday qilib mening sevimli lazzatim (pishloq va piyoz) ichmaganligimiz haqida hazil bilan bo'lishganmiz, lekin ularni olgan kunida ular menga birinchi bo'lib aytishgan. & rdquo Uollis aytganidek, (hikoya), men aslida u erga boshqa variantlarga qaraganda borishni tanlayman, chunki menga bu yoqadi. & rdquo

Vaqt o'tishi bilan Gusto ma'lumotni ko'proq sotish yoki konvertatsiya qilish tezligini oshirish, kompaniyaning haqiqatan ham qanday yordam berishi mumkinligi haqida o'ylash va xaridorlarga yoqimli taassurot qoldirish uchun foydalanish uslubidan o'tdi. & LdquoBu sizning kompaniyangiz uchun yaxshi natijalarga olib keladi. & rdquo

Uollis ilgari sodiq bo'lgan kompaniyadan sotib olishning yana bir misolini keltiradi. & ldquoUlar o'tmishda ulardan ko'p buyurtma berganimni va ular meni qaytarib olishganidan juda minnatdor bo'lishganini payqab, etkazib berishga shaxsiy yozuvni qo'yishdi, - tushuntiradi u. & ldquoBu kichik teginishlar - bu sizning mijozlaringiz bilan aloqa o'rnatish uchun foydalanishingiz mumkin bo'lgan narsalar. & rdquo

3. O'z vaqtida bo'ling

& ldquoAgar sizning ma'lumotlaringiz tartibda bo'lsa, uning atrofidagi tizimlar va jarayonlar undan imkon qadar tezroq foydalana olishiga ishonch hosil qilish juda muhim. & rdquo

Uollis Gustoning standart javob beradigan javoblardan (masalan, obunani bekor qilish haqidagi kuzatuv xabari), yanada rivojlangan aloqa turidan qanday o'tib ketganini tasvirlab beradi. & ldquoMasalan, biz odamlar buyurgan taom turlaridan kelajakda nimani xohlashlarini aniqlash va tavsiyalar berish uchun foydalanamiz. & rdquo

Biz buni Gustoga qo'shilgan yangi mijoz uchun imkon qadar tezroq qilishimiz juda muhim, shuning uchun biz ularning sayohatlarining boshida yordam bera olamiz. ular nimani yoqtirishini & ndash va ma'lumotlar ilmi va mashinasozlikdan foydalanib, sakkiztaga tushirishdi. & rdquo

4. Baho bering

Uollis Jeff Goldbumni takrorlaydi Yura bog'i uning to'rtinchi nuqtasini ta'kidlash uchun: & ldquoJadar siz biror narsa qila olsangiz, bu sizga kerak degani emas. & rdquo

Uollis shuni anglatadiki, & ndash mijozlar ko'p hollarda o'z ma'lumotlarini tajribasini yaxshilasa, minnatdor bo'lishadi va ndash kompaniyalar o'z manfaatlaridan foydalanishda aybdor bo'lishlari mumkin va bu to'g'ri emas.

& ldquoBiz bir paytlar mijozlarga SMS yuborish elektron pochta tariflarini ochish muammosini hal qilishning samarali usuli ekanini tan olgan bo'lardik, - deya tushuntiradi u. & ldquoBuning uchun bizda ma'lumot bor, lekin bu mijozlar kompaniyadan ko'rishni xohlamaydi. & rdquo

& ldquoOrniga, uni & lsquoWe & rsquove kabi yanada to'g'ri muloqot qilish uchun ishlatish sizning etkazib berish kechiktirilganini payqadi & rsquo yoki & lsquoWe & rsquove sizning qutingizda biron bir tarkibiy qism yo'qligini payqadi & rsquo & ndash agar bunday aloqa o'z vaqtida va tezkor bo'lsa zarur juda qadrlanadi. & rdquo

& ldquoAgar siz ma'lumotni ishlatsangiz, odamlar baholaydigan narsa ekanligiga ishonch hosil qilishni xohlaysiz.

5. Ruxsat olish (GDPR)

Nihoyat, Uollis ruxsatning muhimligini ta'kidlaydi, ayniqsa GDPR qoidalari kuchga kirganida.

& ldquoGDPR - bu biz ishlashimiz va oxir -oqibat quchoqlashimiz kerak bo'lgan narsa, chunki bu rozilik haqida, u ruxsat va hellip va rdquo haqida, va agar biz mijoz va rsquos ma'lumotlaridan oqilona va samarali foydalanayotgan bo'lsak, xaridorlar bu ruxsatni berishda davom etishadi. & rdquo

& ldquoShuning uchun tan olish va qadrlash juda muhim. & rdquo


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

"Gusto" kompaniyasining bosh direktori Tom Uollis bugun Marketing 2020 festivalida ma'ruza qildi va kompaniya o'z mijozlariga real qiymatni etkazib berish uchun ma'lumotlarga asoslangan strategiyadan qanday foydalanayotganini tushuntirdi.

Gousto-bu xaridorlarga uyda taassurot qoldiradigan taomlarni tayyorlashga imkon beradigan retsept kartalarini (va aniq ingredientlarni) yuboradigan retseptlar qutisi kompaniyasi.

Uollis kompaniyaning so'nggi sakkiz yil mobaynida o'rganganlarini buzadi va ma'lumotlarga asoslangan strategiya va Ldquoone-ning beshta asosiy tarkibiy qismlarini tavsiflaydi, ular A/B testlari va o'sishni buzish, hamdardlik va tushuncha va mijozlar tajribasini yaxshilashga olib keladi. & rdquo

1. Ma'lumotlaringizni (uyingizni) tartibda joylashtiring

& ldquoSiz foydalanadigan ma'lumotlarga kompaniyadagi odamlar ishonishi kerak, aniq va hamma uchun ochiq bo'lishi kerak, - tushuntiradi rdquo Uollis. & ldquo Ishonchli va aniq ma'noda, undan foydalanadigan har bir kishi, bu ishonchli ekanini biladi, shuning uchun ular bergan tushunchalarga ishonish mumkin. & rdquo

Uollis, shuningdek, ma'lumotlarni so'rash va undan o'rganish kerak bo'lgan hamma uchun ochiq va ochiq bo'lishining muhimligini ta'kidlaydi. U shunday deydi: & ldquoBu bizga bergan (va sizga berishi kerak bo'lgan) narsalardan biri - bu jamoada ular mijozlar nima qilayotganini va nima uchun bunday qilayotganlarini tushunishadi. & Rdquo

& ldquoIt vaqt o'tishi bilan odamlar xulq -atvori to'g'risida har oygi taqdimotlardan ko'ra ko'proq odamlarning xulq -atvori haqidagi bilimlarni shakllantiradi. & rdquo

Uollis, shuningdek, ma'lumotni erta foydalanish mumkin bo'lgan tuzilishga kiritish muhimligi haqida fikr bildiradi, bu odatda kompaniya katta bo'lgandan keyin amalga oshirilishi qiyinroq. & Agar siz kompaniyaning dastlabki bosqichlarida sizning ma'lumotlar tuzilmangiz haqida o'ylash imkoniga ega bo'lsangiz, bunga vaqt ajrating & rdquo, deydi u.

2. Aloqador va moslashtirilgan bo'ling (va shaxsiy)

Men hozir sizlarning ko'pchiligingiz kabi uydan ishlayapman va men va rsquove har kuni tushlik olish uchun yo'l oxiridagi kafega borishni odat qilib oldim, deydi Uollis.

& ldquoUlar birinchi marta ochilganda, biz har doim qanday qilib mening sevimli ta'mim (pishloq va piyoz) ta'miga ega bo'lmaganliklari haqida hazil bilan bo'lishganmiz, lekin ular kiritgan kuni ular menga birinchi bo'lib aytishgan. & rdquo Uollis aytganidek, (hikoya), men aslida boshqa variantlarga qaraganda u erga borishni tanlayman, chunki menga bu yoqadi. & rdquo

Vaqt o'tishi bilan Gusto ma'lumotni ko'proq sotish yoki konvertatsiya tezligini oshirish uchun ishlatishdan, kompaniyaning haqiqatan ham foydali bo'lishi haqida o'ylashdan va xaridorlarga yoqimli tajriba orttirishdan o'tdi. & ldquoBu sizning kompaniyangiz uchun yaxshi natijalarga olib keladi. & rdquo

Uollis ilgari sodiq bo'lgan kompaniyadan sotib olishning yana bir misolini keltiradi. & ldquoUlar o'tmishda ulardan ko'p buyurtma berganimni va ular meni qaytarib olishganidan juda minnatdor bo'lishganini payqab, etkazib berishga shaxsiy yozuvni qo'yishdi, - tushuntiradi u. & ldquoBu kichik teginishlar - bu sizning mijozlaringiz bilan aloqa o'rnatish uchun foydalanishingiz mumkin bo'lgan narsalar. & rdquo

3. O'z vaqtida bo'ling

& ldquoAgar sizning ma'lumotlaringiz tartibda bo'lsa, uning atrofidagi tizimlar va jarayonlar undan imkon qadar tezroq foydalana olishiga ishonch hosil qilish juda muhim. & rdquo

Uollis Gustoning standart javob beradigan javoblardan (masalan, obunani bekor qilish haqidagi kuzatuv xabari), yanada rivojlangan aloqa turidan qanday o'tib ketganini tasvirlab beradi. & ldquoMasalan, biz odamlar buyurgan taom turlaridan kelajakda nimani xohlashlarini aniqlash va tavsiyalar berish uchun foydalanamiz. & rdquo

Biz buni Gustoga qo'shilgan yangi mijoz uchun imkon qadar tezroq qilishimiz juda muhim, shuning uchun biz ularning sayohatlarining boshida yordam bera olamiz. ular nimani yoqtirishini & ndash va ma'lumotlar ilmi va mashinasozlikdan foydalanib, sakkiztaga tushirishdi. & rdquo

4. Qadr -qimmatga sazovor bo'ling

Uollis Jeff Goldbumni takrorlaydi Yura bog'i uning to'rtinchi nuqtasini ta'kidlash uchun: & ldquoJadar siz biror narsa qila olsangiz, bu sizga kerak degani emas. & rdquo

Uollis shuni anglatadiki, & ndash mijozlar ko'p hollarda o'z ma'lumotlarini tajribasini yaxshilaganida minnatdor bo'lishadi va ndashda kompaniyalar o'z manfaatlaridan foydalanishda aybdor bo'lishlari mumkin va bu to'g'ri emas.

& ldquoBiz bir paytlar mijozlarga SMS yuborish elektron pochta tariflarini ochish muammosini hal qilishning samarali usuli ekanini tan olgan bo'lardik, - deya tushuntiradi u. & ldquoBuning uchun bizda ma'lumot bor, lekin bu mijozlar kompaniyadan ko'rishni xohlamaydi. & rdquo

& ldquoOrniga, uni & lsquoWe & rsquove kabi yanada to'g'ri muloqot qilish uchun ishlatish sizning etkazib berish kechiktirilganini payqadi & rsquo yoki & lsquoWe & rsquove sizning qutingizda biron bir komponent etishmayotganini payqadi & rsquo & ndash agar bunday aloqa o'z vaqtida va shoshilinch bo'lsa zarur juda qadrlanadi. & rdquo

& ldquoAgar siz ma'lumotlardan foydalansangiz, odamlar baholaydigan narsa ekanligiga ishonch hosil qilishni xohlaysiz.

5. Ruxsat olish (GDPR)

Nihoyat, Uollis ruxsatning muhimligini ta'kidlaydi, ayniqsa GDPR qoidalari kuchga kiradi.

& ldquoGDPR - bu biz ishlashimiz va oxir -oqibat quchoqlashimiz kerak bo'lgan narsa, chunki bu rozilik haqida, u ruxsat va hellip va rdquo haqida, va agar biz mijoz va rsquos ma'lumotlaridan oqilona va samarali foydalanayotgan bo'lsak, xaridorlar bu ruxsatni berishda davom etishadi. & rdquo

& ldquoShuning uchun tan olish va qadrlash juda muhim. & rdquo


Gusto CMO Tom Uollis ma'lumotlarga asoslangan samarali strategiyaning beshta asosiy tarkibiy qismi haqida

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and shaxsiy)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Yura bog'i to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when zarur is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and shaxsiy)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Yura bog'i to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when zarur is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and shaxsiy)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Yura bog'i to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when zarur is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and shaxsiy)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Yura bog'i to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when zarur is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Gousto CMO Tom Wallis on the five key ingredients of an effective data-driven strategy

Tom Wallis, CMO of Gousto, gave a talk at the Festival of Marketing 2020 today, explaining how the company uses a data-driven strategy to deliver real value to its customers.

Gousto is a recipe-box company that sends easy-to-follow recipe cards (and precise ingredients) to enable customers to cook up impressive meals at home.

Wallis breaks down what the company has learnt over the past eight years, and outlines the five key ingredients of a data-driven engagement strategy &ldquoone that goes beyond A/B testing and growth hacking, towards empathy and insights, and a better customer experience.&rdquo

1. Have your data (house) in order

&ldquoThe data you use should be trusted by the people in the company, accurate, and accessible to all,&rdquo Wallis explains. &ldquoTrusted and accurate in the sense that, everyone who uses it knows that it is reliable, so that they can be confident in acting upon the insights that it is giving them.&rdquo

Wallis also stresses the importance of making data open and accessible for everyone who needs to query it and learn from it. He says, &ldquoOne of things that this has given us (and should give you) is a real feel amongst the team that they understand what customers are doing and why they are doing it.&rdquo

&ldquoIt builds up a knowledge of behaviour over time that is much more than people can get from monthly presentations about customer behaviour.&rdquo

Wallis also comments on the importance of getting data into a structure that&rsquos usable early on, which is typically harder to do once a company has grown bigger. &ldquoIf you have the opportunity at the early stages of a company to think about your data structure, take the time to do that&rdquo, he states.

2. Be relevant and personalised (and shaxsiy)

&ldquoI am working from home at the moment as many of you are, and I&rsquove got into the habit of going to the cafe at the end of my road to pick up some lunch each day&rdquo, Wallis tells us.

&ldquoWhen they first opened we always shared a joke about how they didn&rsquot have my favourite flavour of crisps (cheese and onion), but the day they did get them in, they were first to tell me.&rdquo As Wallis says, &ldquothe point of that (story) is, I actually choose to go there now versus the other options, because I enjoy it.&rdquo

Over time, Gousto has moved on from a pattern of using data to gain more sales or simply to improve conversion rates, to thinking about how the company can be truly helpful, and to create a delightful customer experience. &ldquoThat equally, will translate into better results for your company.&rdquo

Wallis cites another example of buying from a company that he was previously loyal to. &ldquoThey put a personalised note in the delivery, noticing that I had ordered a lot from them in the past and that they were extremely grateful to have me back&rdquo, he explains. &ldquoThose little touches are things that you can use to build a connection with your customers.&rdquo

3. Be timely

&ldquoIf you have your data in order, it&rsquos just as important to make sure that the systems and processes around it are able to take advantage of it as quickly as possible.&rdquo

Wallis describes how Gousto has gone beyond standard triggered responses (such as a follow-up message to a subscription cancellation), to more advanced type of communication. &ldquoFor example, we use the types of meals that people have ordered to infer what they would like to order in future, and to present recommendations.&rdquo

&ldquoIt&rsquos important that we do that as quickly as possible for a new customer joining Gousto, so that we can be helpful early on in their journey.&rdquo He explains, &ldquoWe&rsquove gone from taking 16 recipe suggestions &ndash before we are able to get a picture of what they like &ndash and using data science and machine learning to bring that down to eight or so.&rdquo

4. Be appreciated

Wallis paraphrases Jeff Goldbum in Yura bog'i to highlight his fourth point: &ldquoJust because you can do something, it doesn&rsquot mean you should.&rdquo

By this, Wallis means that &ndash while customers are in most cases appreciative when their data improves their experience &ndash there are times when companies can be guilty of using it to their own advantage, and that is not necessarily the right thing to do.

&ldquoWe may have once recognised that sending an SMS to customers is an effective way to defeat the problems of email open rates,&rdquo he explains. &ldquoWe have the information to do that, but it&rsquos not what customers want to see from a company.&rdquo

&ldquoInstead, using it for more appropriate communication such as &lsquoWe&rsquove noticed your delivery has been delayed&rsquo or &lsquoWe&rsquove noticed an ingredient is missing from your box&rsquo &ndash that kind if proactive communication that&rsquos timely and urgent when zarur is much more appreciated.&rdquo

&ldquoYou want to make sure that all your use of data is something that people will value, and not something that is interruptive in an unpleasant way.&rdquo

5. Have permission (GDPR)

Finally, Wallis highlights the importance of permission, specifically on the back of GDPR regulations coming into force.

&ldquoGDPR is something that we need to work with and ultimately embrace, because it is about consent, it is about permission&hellip&rdquo he says, &ldquoand if we are using customer&rsquos data sensibly and effectively, customers will continue give us that permission.&rdquo

&ldquoThat is why it is such an important thing to recognise, and to value.&rdquo


Videoni tomosha qiling: Huddle House Kitchen Tour (Sentyabr 2022).