The Dotdigital Summit is correct not far away and we’ve got an thrilling line-up of skilled audio system able to share their insights and information with you. One speaker, Sarah Frost, is a Consumer Perception Supervisor from Spektrix, who has a wealth of expertise in advertising and marketing and information evaluation within the arts and cultural sector. In our interview, Sarah offers sensible recommendations on how one can leverage information for stronger buyer retention.
Are you curious to be taught extra about Sarah’s data-driven strategy and imaginative and prescient for buyer loyalty’s future? Learn on and discover her experience on this compelling dialog that you just gained’t need to miss.
Q: Are you able to give us an summary of Spektrix and your position there?
At Spektrix, we’re a workforce of simply over 200 folks, offering cloud-based know-how for ticketing, advertising and marketing, and fundraising to the humanities & cultural sector. We partnered with Dotdigital to offer a complete integration that permits our purchasers to ship digital communications through Dotdigital. To make sure our customers get probably the most out of our platform we additionally provide complete and all-inclusive help, coaching, and consultancy providers.
I initially have a background in arts advertising and marketing, and I introduced that have and my love of utilizing information to Spektrix eight years in the past. In my time at Spektrix, I’ve labored with quite a few arts and leisure organizations, consulting on loyalty technique and finest practices amongst different issues. I co-authored the Spektrix Insights Report in 2019, main the evaluation of sector benchmarks throughout a number of areas equivalent to loyalty, fundraising, and on-line buying tendencies. And I proceed to guide initiatives to share information learnings, such because the Spektrix Ticket Gross sales Dashboard, with the sector.
Q: Have you ever attended the Dotdigital Summit earlier than, what are you notably trying ahead to this yr?
I’ve not attended earlier than, so I’m actually trying ahead to experiencing it for the primary time. The breadth of organizations attending and the number of content material being offered seems to be tremendous fascinating.
At Spektrix we’re at all times thinking about exploring digital communications finest practices from different sectors, so we will share that studying with our customers. Additionally, discovering how different specialists are utilizing instruments like AI, automation, and incentives can be an incredible alternative for me, and for our group.
Q: Your speak is specializing in loyalty in 2023, do you suppose loyalty is tougher for manufacturers to come back by nowadays?
I feel sure sorts of loyalty are tougher for manufacturers nowadays – individuals are more likely to query their loyalty and search for alternate options relatively than simply remaining loyal to a model as default. You may actually see that shift particularly with issues like switching banks or cell phone networks. Or the power to swap and alter streaming providers on the common.
The analysis additionally signifies that youthful customers are a lot extra prone to be in tune with the values of a model and actually assess their credentials when it comes to worth for cash, customer support, and larger mission-driven values equivalent to environmental influence or the way in which their employees is handled. As a licensed B Corp, it’s definitely one thing that comes up more and more typically from organizations thinking about working or partnering with Spektrix.
All this data is far simpler to come back by nowadays, relatively than counting on the ‘polished’ model that will get portrayed, you actually should ‘reside’ your model, otherwise you’ll get known as out. However I feel this additionally opens up a world of prospects when it comes to loyalty, the place you may construct real loyalty to your model, relatively than repeatedly promoting a person services or products. That is arguably extra advanced, as you might want to perceive that your prospects’ motivations are variable and ‘messy’.
Q: What’s going to folks be taught out of your speak on the Dotdigital Summit?
Hopefully, folks will take away some learnings from particular examples from the Spektrix person group, and the way this interprets right into a course of for assessing the variable motivations of your prospects. And due to this fact how one can talk with them in a way more tailor-made means, and incentivize them to have interaction with you, utilizing a extra advanced, much less hierarchical mannequin to the normal buyer loyalty ladder. I’ll be speaking about examples from theatre and the performing arts, however the tales will apply to everybody – in spite of everything, theatre audiences are the identical individuals who e-book holidays, purchase garments, or help charities.
Q: What are your high suggestions for manufacturers who wrestle with buyer retention?
Strive to not do all the pieces. Delve into your information, measure some baselines, experiment, attempt to get below the pores and skin of your prospects and potential prospects’ motivations, align your messaging to attraction to them, attempt issues out, and refine it. Ditch something that’s not working.
Q: What’s your favourite loyalty scheme you’re personally a part of as a buyer and why?
I’ve turn into way more conscious over the previous few years about the place I spend my cash/who I spend my cash with. Usually the loyalty scheme itself shouldn’t be the deciding issue, but when a model I interact with occurs to have one then that’s clearly a bonus and encourages me to proceed buying with them.
I’ve hit that point of my life the place I’ve signed as much as be a member of the RHS. They’ve simply opened a brand new public backyard on the outskirts of Manchester and I’ve intentionally purchased a membership to incentivize me to attend extra often. There are then the added perks of a superb app the place I can observe the crops in my backyard, and get common customized updates through e mail.
Q: How do you foresee the loyalty panorama altering sooner or later?
AI goes to be an fascinating one to observe – these one-to-many communications are probably to have the ability to turn into hyper-tailored. And profiling to search out comparable, or lookalike, audiences is turning into way more refined.
Q: You say you’re a self-confessed information nerd, what are your suggestions for getting probably the most out of your information?
Be sure you’re measuring what you’re doing – then you should utilize this to set baselines, evaluate with business benchmarks, and take a look at something new you attempt. Additionally, come at your information with an precise query you need to reply. Again and again I see organizations measuring KPIs, however then they aren’t certain what to do with them. When you strategy the information with an inquisitive thoughts and a query you need to discover the reply to, you’re more likely to search out one thing helpful.
When you’ve not acquired your tickets for this yr’s Summit but, seize them right here.
