The relationship between
marketing and commerce
is the courtship before the commitment.
Marketing is the courtship
so that you can get to the commerce,
which is the commitment
to a longer-term relationship.
I will never think of marketing
and commerce the same way again.
Hi, I'm Emmanuel Acho,
and you're watching "Simply Put,"
where we take complex business challenges
and give them clear solutions.
Text speak and business jargon?
Nope, that won't fly here.
I'll make sure you get simple advice
for digital success using real words.
And if things get too into the weeds,
you'll see one of these
and we'll keep it moving.
On this episode of "Simply Put,"
we're discussing data
with the Chief Marketing Officer
of e.l.f. Beauty, Kory Marchisotto.
Kory knows how powerful data can be
and how to see the humanity in it.
We'll also be joined by Kelly Eliyahu,
a senior product marketing manager
at Salesforce.
Kelly will run a demo
getting into the nuts and bolts
of how businesses
can turn data into action.
That sound good?
All right, let's get back to you, Kory.
One of the most important parts
of my job is being intimately connected
to consumers' unique needs,
wants, and desires.
I read a minimum
of 2,000 comments per week.
The reason I read
so many comments per week
is because I'm looking for patterns
so that we can tailor our marketing
to better serve the relevancy
of the consumer.
Simply put, emojis matter.
Digital is at the center of all
of our customers' behavior patterns.
Before the pandemic,
people were comfortable going to a store
before they would commit to a purchase,
and now they're trusting entirely
the digital journey.
Customer expectations
have dramatically changed,
and we need to move
at the speed of consumer.
Most marketers struggle with speed,
and e.l.f.'s speed is a core
competitive advantage that we have.
These unprecedented times
have acted like an accelerator,
and Salesforce is our rocket fuel.
All right, let's accelerate this.
Kory has three pieces of practical advice.
Salesforce expert Kelly Eliyahu
will also help us get on the road
to data-driven.
Simply put, these are my top three tips
on how to turn data into action.
Number one, bring all of your data
into a single source of truth.
Kory's right.
Customer data doesn't come all tied up
in a neat little bow.
Every time a customer
interacts with your business,
visits a website, makes a purchase,
opens an email, or contacts support,
that's more data to track and manage.
To truly understand each customer,
you need a single source of truth.
A single source of truth
captures all your data
and unifies it into one ID per customer.
Once you have this single view, then what?
For starters, you can segment
and activate that data
to make each engagement
with your brand relevant,
like how e.l.f. does
with emails and texts, as Kory mentioned,
which leads us to our next tip.
Number two, personalize content
through connected journeys.
Exactly, Kory.
Once you've segmented your audiences,
treat them to personalized journeys
full of connected content
and real-time experiences.
As we all know, not every customer
responds to every channel equally.
They have their preferences.
One simple thing you can do
for customers like me,
who have a hard time
keeping up with email,
is engage them through ads instead.
For e.l.f., tapping a social ad
leads to tailored visuals
for skin tone and type.
And a recent purchase will trigger
recommendations for related products.
By understanding their customers
and engaging with relevancy,
e.l.f.'s personalized content journeys
build lifelong relationships.
Number three, optimize by analyzing
your performance in real time.
Yes, this.
Consumer behavior never stops changing.
You've got to be able to analyze
your marketing performance in real time.
Make changes on the fly.
Never stop improving.
Being data-driven requires a view
of your marketing and business analytics
in one place.
Use AI to spot things like audience trends
and low-performing campaigns
so you can instantly take action.
e.l.f. listens to their consumers,
making changes to visuals, copy,
and overall journeys
based on their feedback.
Kory said it best:
insights don't mean anything
unless you turn them into action.
Thanks for watching "Simply Put."
We've got a lot of good stuff left,
so be sure to click on the next video.
You know I'll be there.