Give your consumers a taste of what they want

Have you ever wanted to know when your customers dine out, what cuisines they like, or who they’re likely to go out with? All of this data is like a goldmine waiting to be discovered in their digital footprint. Below I am going to discuss a few ways you can leverage this data to adapt your customer communications for optimised timing and content to maximise your marketing ROI.

Today’s abundance of promotions and offers are driving 31%* of individuals to dine out at least once a week, but how can you tailor your marketing to make sure that they want to dine at your establishment, or order from your delivery service?

Know when your customers dine out

A huge 79%* of adults have dined out for their birthday, with a further 67%* doing so for a partner’s birthday, 61%* for a trip to the cinema, 47%* for a child’s birthday, and 28%* for a trip to a sporting event. Connecting to your consumers’ digital footprints with advanced text analytics tools can give you the insights that you need to predict when these occasions occur including real-time alerts for life events such as anniversaries, graduations, and birthdays.

Make their day

Payday is one of the prime times that people go out for food, with 18%* of consumers marking the date with a meal out. Predicting this key date in your customers’ diaries can accurately enable you to determine when they are likely to go out for a meal and time your marketing or offers for optimum engagement. As well as many other meaningful insights, with PROFILE’s advanced text analytics techniques, you can identify date of pay of your connected consumers and leverage this insight to maximise ROI. 

A social activity

Dining out is rarely a solo activity. With PROFILE you can identify who they interact with the most and predict who they would be likely to share your offers with. As well as this, you can also identify their social influence levels and target offers based on who has the most reach (after all, one in two consumers give recommendations to their peers and what better way to boost brand awareness than through a friendly recommendation?) 

Give your customers a taste of what they want

It’s not enough to just predict when your customers want to treat themselves, fending off the competition and ensuring that your establishment is the most tantalising option can be tricky. This is where interests and preferences come into play. Research from American Express has found that 34%* of 18-34-year-olds will go out of their way to used a customised offer. With PROFILE, you can identify their frequent and recent locations, their specific interests (for example if they love football and their favourite team is Manchester United, you could send an offer for when you’re showing the match), their favourite cuisines (so you can tailor marketing to make their mouth water), and even their dietary requirements (are they vegan?)

Each piece of insight available at your fingertips can be used to build a better, more complete picture of your consumers and tailor your marketing to drastically improve engagement and ROI.

Get in touch to book a demo or find out more

 

*Source: https://trajectorypartnership.com/wp-content/uploads/2015/07/SaclaReport_v19FINAL.pdf

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The value of customer loyalty and how to increase it

How to increase customer loyalty by leveraging consumer digital footprints to personalise offers

A Lack of Loyalty

The big issue with benefiting from the increased value of loyal customers is that, in today’s digital society, consumers are overwhelmed with options meaning that you have to do something different in order to win them over in such a competitive market.

One frustration is an inconsistent experience, with 7 in every 10 connected consumers feeling negatively toward brands that fail to deliver consistent user experiences, and 10% say these inconsistencies will make them stop interacting with a brand altogether.

How to increase customer loyalty

Although 57% of consumers are happy to share their personal data with trusted brands, 50% stated that they did not feel like they were benefiting from sharing this and expressed frustration in the lack of personalisation. With 89% saying that they would be more loyal to retailers offering benefits that they want the most, a clear way to boost loyalty is to use this additional insight wisely rather than continue to lose custom with the same generic marketing efforts.

By connecting to your consumers’ digital footprints (and with the right big data analytics tools) you can gain real-time actionable insights into aspects of their behaviour, personality and lifestyle that indicate their wants and needs so that you can customise communications and offers accordingly.

An individual’s online footprint holds a wealth of data which can be analysed to reveal key interests and hobbies, life events such as graduations or anniversaries, socio-demographic information like what family members they have and their age, recent and frequent locations, and even personality type. All of these can be utilised in the personalisation process, for example rewards timed to key life events and occasions, offers on products they’re more likely to be interested in, or even communications tailored to their personality. A study by Disney Research found that personality type can be used to predict the type of images that people prefer, meaning that marketers can use insights into consumer personality to tailor their visual advertisements to be optimised for maximum engagement.

The magic of loyalty schemes

Nine out of every 10 consumers say they want loyalty programmes, however only 11% currently offer personalised rewards. Considering that over half would give up on a loyalty scheme because the offers were irrelevant to them, it’s time to re-think your rewards and incentives and use the valuable insights mentioned above to earn your customers’ loyalty with rewards to suit them. Making offers more relevant to each individual has been shown to positively impacts revenue, with over 36% of consumers purchasing from that brand again.

The true icing on the cake is that, not only do loyal customers give your revenue a boost with their repeat custom, they can also increase your reach with valuable brand evangelism (an organic word-of-mouth form of marketing.) When offers are personalised based on individual interests and lifestyle, 27% go on to recommend the brand to family and friends, in turn helping to increase your customer base.

PROFILE Personalisation delivers unique, real-time insights into your customers’:

  • Interests & hobbies
  • Life events
  • Location
  • Socio-demographic data
  • Personality

and more so that you can truly personalise communications, offers, and rewards to earn loyalty, boost reach, and in turn significantly increase revenue.

Get in touch to find out more or book a demo

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Soda’s new starters and quarterly round up

The Pizza-eater of the quarter is… our new Business Development Director Phil!

Get in touch with him to congratulate his efforts (or to find out how you can benefit from Hello Soda’s solutions)…

New Starters, New Products, New Clients!

Hello Soda’s sales team is expanding! After more than doubling in size in the past year, and opening an international office in Austin, Texas, we are excited to continue our rapid growth with 3 new additions to our sales team.

Bet on Brazil bet on big data with PROFILE 

It is increasingly vital for bookmakers to use big data as it is in other industry, and Bet on Brazil (an Argyll Entertainment brand) is now more focused on it than ever. Find out how Bet on Brazil benefit from PROFILE in the gaming industry.

Discover our New Product

Discovery turns your limited contact information into a plethora of detail. Using just a single unique identifier as a starting point, Discovery builds confidence in a user’s digital identity and paints a better picture with in-depth interest insights, verified contact points, and employment verification.

Get in touch to find out more

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Bet on Brazil leverages power of big data with Hello Soda

Bet On Brazil leverages power of big data with Hello Soda

Sport Nation, formerly known as Bet on Brazil, an online betting subsidiary of Argyll Entertainment, is gaining real-time insights into its customers’ behaviours and personal preferences via Hello Soda.

Hello Soda’s unique big data and multilingual analytics solution, PROFILE, enables Sport Nation to leverage the power of big data by harnessing its customers’ online footprints.

This analytics engine helps to verify identity, reduce the likelihood of fraud, speed up registration processes, personalise communications with customers and produce tailored offers.

James Blake, CEO at Hello Soda, said: “The gaming sector is becoming increasingly competitive. This means that encouraging brand loyalty and attracting new customers is more important than ever. Personalised offers, along with an effective and streamlined ID verification and registration process, will play a crucial role in the long-term success of the modern gaming site.

“By taking advantage of big data and text analytics, Sport Nation has adopted a forward-thinking approach to business, enabling it to build better relationships with existing customers and increasing its chances of attracting new ones.

Dan Marks, CFO at Argyll Entertainment, said: “We are committed to ensuring that our customers receive a gaming experience tailored to them as individuals. Incorporating new, digital innovation into Bet On Brazil’s processes is enabling us to stay ahead in a competitive market and ensure that our customers are receiving the most user-friendly and efficient personalised experience.

Read the full piece here

Improve your lead decision-making with phone validation

When purchasing leads from ping trees or other lead generators, it is easy to waste money on poor quality or ‘dead’ leads- not only on the bids themselves but also on expensive traditional checks such as through the credit bureau. Can phone validation for lead purchasing help?

For every 10,000 leads you purchase, let’s say that on average 60% will convert into loans. That means that the money spent on purchasing and performing checks on 4000 leads is essentially wasted.

A simple and efficient way to significantly mitigate these costs is through instant phone number validation. Validating the quality of phone number provided by the loan applicant can more accurately predict whether the lead will convert into a loan.

With Fraud Web, you can accurately verify in real-time:

  • Location of number
  • Whether the number is active/live
  • Network of number
  • Whether the number is linked to crime or fraud

For more information on how Fraud Web can improve your decision-making process instantly, get in touch or book a demo

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SXSW, Dancing Robots & AI

As our first event in our second ‘home town’ Austin, SXSW 2017 was – in a word – incredible. The trade show was like a glimpse into the future, the city was like walking through a different film set around each corner, there was a continuous soundtrack to each day thanks to the hundreds of artists and bands, and the nightlife was non-stop. Let’s break it down…

The SXSW 2017 Trade Show

The SXSW 2017 Trade Show was the most diverse exhibition event we have experienced at Hello Soda. With running themes being AI, VR and robotics, there was no shortage of interesting and engaging innovations to experience (yes that is an actual robot dancing to Brazilian music!)

https://vimeo.com/235883258

Situated in the International Pavilion opposite the Great Britain and Northern Ireland and Manchester stands, we were proud to represent the United Kingdom (particularly the Northern Powerhouse) as an international, fast-growing tech business. Here’s a picture of our Head of Analytics, Consultancy and Solutions Leanne testing out their VR headsets…Innovation IS Great!

Sticking to the buzz around AI at the trade show, we offered an Anki Cozmo (a little robot powered by advanced artificial intelligence technology) as a prize for our draw. Congratulations to our winner Tom Edwards from Epsilon!

 

So where did Hello Soda fit into all of this?

Businesses from around the world flocked to the trade show to discover new technologies to help with the problems they are facing in the digital age. Luckily Hello Soda offer solutions to a lot of these challenges and, in particular, the wide range of advanced techniques we utilise in our software solutions including Natural Language Processing, Psycholinguistics and Bayesian Belief Networks seemed to be on the top of most peoples’ lists to find out more about in order to improve their business processes.

If you would like to find out more about our software, its applications, or the techniques used to derive insight, get in touch or visit the website

 

The city during South By

Finally, one of the best aspects of being in Austin during the busiest time of year is that the entire city transforms into a work of art. From a pop-up Los Pollos Hermanos (the infamous fast-food joint from Breaking Bad) to guitars in the street, we saw it all.

 

 

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4 key insights to increase propensity to collect by 250%

How to increase collections success

Imagine being able to increase the probability of collecting by 250%. A great frustration in the collections industry is not being able to reach your consumers, not just that but not knowing which to contact first. Perhaps this is due to the contact details you hold being out of date or incorrect, perhaps this is due to a lack of knowledge surrounding their affordability or perhaps you can just never catch them at the right time on the right day. Here we discuss how to increase collections success.

These issues are even more of a problem now with regulations limiting the number of times that collectors can contact an individual as well as when they can contact them.

So how can you priotise your contact list for the maximum chance of success?

With Discovery, you can turn the limited amount of contact information that you have into a plethora of detail.

Verify:

  • active contact points
  • up-to-date location data
  • whether an individual is employed – and therefore more likely to repay on time (by up to 2.5x)

…toto increase collections success by prioritising based on highest propensity to collect.

Additionally, Discovery can be used to price entire collections books in the bidding and acquisition process to help you to determine whether it is worth bidding on.

This all works through you inputting a single unique identifier per individual (such as an email address) which can be done in batch. This acts as a jumping off point from which Discovery traverses from one piece of publicly available piece of data to another. It then returns a detailed and applicable report which can be easily integrated into your CRM to help segment and prioritise collections.

So there you have it, how to increase collections success by verifying whether your customers have active contact points, whether they are employed, and other insights into their online activity.

Find out more

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Will we see you at SXSW?

Almost 4 months after our official Austin office launch, Hello Soda is exhibiting at the SXSW trade show as its first official event as a US Incorporated business!

We will be at booth no. 1232 and our expert team still have a few remaining slots left for meetings so please email usa@hellosoda.com to secure on of the remaining demo slots or simply pop by the stand for a chat and a coffee.

Don’t miss your chance to discover the innovation that will change how you do business for the better.

Book a demo today

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How to increase re-purchase rates with interest-based audience segmentation

Imagine being able to discover all of your customers’ likes and interests. Not only that but what brands they are talking about, what celebrities they discuss, and even how they feel about certain topics or companies, all by inputting just one unique identifier. Here’s how to increase re-purchase rates with interest-based audience segmentation.

With Discovery, you can identify in-depth interests and likes, personality, and sentiment for better targeted marketing including:

  • what to offer
  • how to tailor messaging
  • when to contact
  • which contact method to use

for maximum engagement. For example, you can find out that this person really likes sports, that they are particularly passionate about football and they support the Texas Longhorns. So instead of a generic social ad or email campaign, with Discovery you can tailor these to specific factors and – as a result – massively boost click-through-rates.

Say you are a major mobile phone company, you can identify which of your prospective customers use Apple, which of them feel negative about this, identify whether they are passionate about photography or music, and discover their favourite band or artist. You can then utilize these insights to tailor offers as to precisely why they should (and why they actually want to) move to your brand instead.

While standard social listening tools identify trends and hot topics – and can flag mentions of your brand or competitors – Discovery holds capabilities which go far beyond this, delivering real-time advanced breakdowns of interests, likes and personality (including sentiment) in a format that can easily be integrated with your existing CRM for more effective marketing.

You can gain these actionable insights through inputting any one unique identifier for each consumer that you look up (such as an email address or social media handle) in batch form for easy, more in-depth segmentation and more accurate targeting to maximize engagement and ROI.

Discovery uses this initial input as a jumping off point, and traverses from one piece of publicly-available data to another to thread together a detailed image of the individual consumer, all in real-time. We call this the ‘Hop-Hop’ method.

Personalizing marketing based on individual insights like interests has positive impacts on revenue, with 39% going out of their way to use a customized offer, 36% of consumers purchasing from that brand again, and 27% recommending it to their social circle

Turn the list of email addresses or Twitter handles into a plethora of detail with minimal effort so that you can segment your audience by specific or combined interests, what celebrities they follow, what their favorite band or football team is, or even by personality type so that your email campaigns or social advertising will be always be relevant to each individual recipient.

Discover more, with Discovery

 

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The travel data goldmine

Holidaymakers and travellers alike are leaving huge data trails in their wake. Whenever a destination is researched, a trip booked, a place visited or comments and reviews left online, insightful travel data is being created. Travel companies have cottoned on to this and are now utilising big data to their advantage. The challenge lies in deciphering this unstructured data to determine relevant insights that have the potential to boost revenue. Like a goldmine, the raw materials for these insights already exist, and travel companies now need to drill down in order to extract and apply them.

Times have changed

Big data analysis lends itself particularly well to the travel sector. Smartphones are ubiquitous amongst millennials, who are now the largest generation in history and constantly connected. This combination makes for incredible volumes of data production and the data insights that can be gleaned from one aspect (such as geo-tagging) alone are vast.

“Bored of the same old French Ski resort? Excitement isn’t far away – get 10% off a 2 night stay in Grenoble Ski Resort if you book before Friday”

It should come as no surprise that fewer people are heading into a high street travel agent in person to discuss their travel options. The global online travel industry was responsible for a staggering $498 billion of revenue in 2015. The percentage of adults who purchased travel arrangements and accommodation online was almost 40% in 2014. The rise of online travel websites and platforms has brought convenience to consumers, as well as greater choice and the ability to make quick and easy comparisons. By extension, this has granted more power to consumers but also results in more effort being required on their part. And without the human element within the buying cycle (eg. a travel agent who can make suggestions based on your likes, interests and requirements) the dilemma that online travel companies now face is how to establish a customer’s perfect holiday and to suggest it to them before they’ve even opened Google.

The holy grail of personalisation

True personalisation to the consumer’s wants and needs brings with it greater customer loyalty. In the current comparison-driven market, building brand loyalty has become a greater focus than ever before. 46% of travellers stick to using just two or three different websites when making a purchase online. And whilst 34% agree that online travel companies have nailed down the basics of search and shopping, more than half (53%) think that they can do more to improve.

With the aid of the right tools, big data can allow travel companies to be proactive rather than reactive to their customer’s wants and needs, and the personalisation of travel offers and services is becoming a hallmark of good customer service­­­­. Tailoring how you market your business’s goods or services to particular interests and needs is the key to obtaining the best conversion rates and ROI and – while traditional data sources can segment audiences by factors such as age and gender – in an ever connected world, this data quickly becomes outdated.

Using advanced text analytics, our flagship software solution PROFILE establishes a person’s likes and interests with astonishing accuracy. Utilising this technology opens up a wealth of marketing possibilities, and – in a busy marketplace – this can provide online travel companies with a much needed edge over the competition. The same technology also enables you to establish a customer’s personality traits, allowing you to make more informed decisions about how you promote or advertise your carefully tailored offer.

PROFILE uses the scientifically-backed Big Five method of scoring an individual’s personality. For instance, an individual who scores highly in conscientiousness is much more likely to respond better to comparative adverts which show how one deal compares to another. Perhaps they score highly in agreeableness, in which case the emphasis of your campaign should focus on the enjoyment and feelings that the consumer is likely to experience. Unique insights including these can empower your marketing campaigns by enabling you to identify cross-sell and up-sell opportunities, boost customer loyalty, and in turn uplift revenue.

Why wait until everyone else does it first? Get in touch to book a demo and revolutionise your marketing with PROFILE Personalisation.

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