Which, in most companies, is a fraction of what the business already knows about the same person.
Whatever your platform can reach is the limit on everything you personalise. This session is about where yours stops, and what it costs you.
If you run Braze, or any platform like it, this is about the data underneath it.
Which of these can your campaigns use today?
Your campaigns can use 2 of these. The other 6 are things the business already knows and the campaign cannot reach.
The customer who always pays full price gets the same 20% off code as the one who only ever buys on sale.
So one send does three things, and each one makes the next worse.
She was going to buy anyway. The 20% is not an incentive, it is margin handed back on an order you had already won.
She now knows the code arrives. Next season she holds off until it does, so the full price sale you used to get is gone too.
Revenue gets attributed to the campaign. The margin it gave away does not appear anywhere in the same view. So it looks like a win, and you run it again next quarter.
CustomerIK is a Braze Solutions Partner. We work on the data underneath customer engagement programmes, which is usually where the ceiling turns out to be.
A way to see what your platform can personalise on today and what it cannot, and to say it in one sentence to anyone who asks.
How to work out the discount you did not need to give, and the spend going on winning back customers who were never going to leave.
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