Ask the Board – October 1, 2018 | TRAVIS KRAGH

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“What data sources are available to retailers, and how can they be used to determine content displayed on DS devices?”


Let’s be real. The future of retail can be intimidating. Amazon is here and millennials are setting a whole new set of expectations built around emotional connection and instant gratification. That is why it is important for us to continue to evolve as advertisers. Leveraging data sources within retail is one way we can do this. 

There are many ways to apply data to maintain fresh, interesting and relevant content. One simple way to explore using data is by deploying entertainment-based content through companies such as Screenfeed. This can be a great way to give consumers a visual break and provide them with some information that is of added value to them.

At ClockNine, we are constantly exploring new and innovative ways to leverage data sources within content. We infuse our content with data feeds to create what we call Smart Content.™ Smart Content™ is situational content that decides what to play based on advanced algorithms and data calls. Headlines, product offerings and even design elements are instantly updated to optimize marketing and deliver the right message at the right time.

Below is a short list of data sources that we commonly use in retail to enhance consumer experience (CX).

  • Weather Data
  • Traffic Data
  • News Data
  • Sports Data
  • Time & Calendar Data
  • Player Location Data
  • POS Data
  • Social Media Data
  • Product Reviews Data

There are so many creative ways to use data. Here are a few that almost everyone has access to, and if used correctly, can immediately impact your CX.

Weather Data. I always begin weather because it’s easy to understand, and everyone gets it. By tapping into weather feeds, we can sell warm clothing on a cool day or offer a car wash after a rainy weekend.

POS Data. The obvious initial thought here is to use updated pricing and product offerings. But, how about using POS data to create a sense of urgency. Alert consumers when inventory of a popular item gets low, or even inform guests about purchasing trends as they happen across your network.

Location Data. The more we can customize our marketing to speak to an individual, the better. Location data can be leveraged to target specific demographics. It allows you the ability to shift your ad to talk directly to a specific consumer. Gender, age, household income or even ethnicity can be used to help you connect more efficiently. Try translating your headline to Spanish in a community that has a high Latino population, or adapt your offerings to better fit the needs of students near a college campus.

 

 

About Author

Co-Founder and Chief Creative Officer
ClockNine

MEMBER OF THE DSE ADVISORY BOARD
Advertising and Brand Council

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