Previously, analyzing customer data primarily in Excel made it virtually impossible to map the lifetime customer journey across different channels and platforms.
Karl explained, "With the increasing proliferation of cross-channel marketing and cross-device-marketing with the associated assignment difficulties, we absolutely need an aggregated source to assess performance from a superior perspective and not separately, not in data silos."
The ability to consolidate data sources into Tableau dashboards allows the HelloFresh marketing team to discover interesting behavior patterns from both prospects and existing customers across various channels and devices: “For example, lets say someone discovered the product in a feature article on our blog and later learned more about the product, but perhaps wanted to think about it some more. Maybe he/she planned a trip this week and because of that, decided to make a purchase in the following week,” says Karl. “In this case, it is important for a marketing team to recognize the correlation between the ad seen today and the purchase decision—perhaps a few days later or even further in the future."
As a results of faster analysis, the marketing team analyzed click behavior on the website and retention periods across pages to determine three typical customer personas: the customer looking to try new recipes, the customer who wants fresh ingredients, but has trouble getting to the grocery store, and the customer interested in special ingredients that are often difficult to obtain locally. With these insights, the HelloFresh marketing team can segment target groups and present them with relevant advertising and landing pages. This also affects how content is presented on the HelloFresh website.
"Marketing should not be a pain, but should be relevant. Our marketing should not distract the customer, but rather provide them with answers to their individual questions,“ explains Karl Villanueva. “If we know that they are interested in certain ingredients, we will present them with the right recipes. If we suspect, based on their history, that they would like to buy something from us, we present the shop pages."
This approach leads to a positive customer experience and as a result, increased conversion rates and higher customer loyalty.