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How do you compare with your peers? It’s a question that every marketer asks, and data is the trick to removing the guesswork from that answer. But finding the right data to benchmark yourself against your peers can be a challenge. Joining the podcast this week is Rob Garf, the VP and General Manager of Retail at Salesforce. He explores how Salesforce builds insights for retail customers to gain clarity on where they sit in the market.
Infuse Data into Everything You’re Doing
In this episode, Rob discusses how retailers use Salesforce’s Shopping Index to compare their performance with peers and what types of data are most important to focus on. Our conversation delves into the methods of collecting actionable insights, the importance of understanding customer behavior, and why data-driven personalization is key to building a great customer experience.
Rob also shares plenty of examples of how retailers have used Salesforce's data to enhance their business operations and offers advice for organizations aiming to build a data-centric culture. We also explore how Salesforce’s annual holiday predictions have increased brand recognition and built trust with executives.
In This Episode:
- 1:40 - How Salesforce gathers insights that impact customers
- 3:37 - How Salesforce decides which data is most useful for clients
- 5:11 - Tying data insights into day-to-day actions
- 9:26 - Empowering clients and the Salesforce team to build a culture of data
- 11:59 - Using research as content
- 16:33 - How data can drive personalization
- 20:52 - Why customers now expect personalization
- 23:07 - Salesforce’s holiday insights campaign
- 26:20 - How Salesforce’s insights drive brand recognition
- 31:44 - Rob’s advice for organizations that want to lead with data
- 35:42 - How Salesforce builds a culture of data in a large organization
Quotes:
“Anytime we're thinking about collecting data or thinking about telling stories with the data, we try to get as many stakeholders involved in it as possible. And so, we're really getting collective wisdom.”
“I really encourage the team to think about the headline. It's really the thesis. What are we trying to convey? And then work backward to understand how we get the data to either substantiate that point or counter it.” “Brands and retailers are looking for different and creative ways to capture data in exchange for some value rather than asking a consumer to fill out a questionnaire to learn who they are. It's about then using that data, activating that data, and using it to better their shopping experience.”
Resources:
- Connect with Rob on LinkedIn: https://www.linkedin.com/in/rob-garf-224395/
Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
