Omnichannel Integration: Is it possible to send campaigns to customers or prospects who have not made a transaction?
The number of years of data you need to send in the context of omnichannel integration largely depends on the type of industry in which your business operates. Some industries, such as fashion, technology, or electronics, have shorter product lifecycles, and therefore data collected several years ago may not be as relevant to current customer behavior. In these situations, focusing on more recent data may offer better results.
On the other hand, some industries, such as insurance or financial services, may benefit from longer historical data. Long-term buying patterns and customer preferences can be crucial to the proper segmentation and personalization of marketing campaigns.
The average purchase frequency of customers also plays an important role. If your customers make frequent purchases and their preferences change quickly, focusing on more recent data may be more valuable. On the other hand, if the purchase frequency is low and the purchase decisions are more considered, the inclusion of historical data can provide a more complete understanding of customer behavior.
### Cost and storage
It is vital to remember that omnichannel integration and sending large amounts of data have associated costs. Storing and processing a large amount of information involves significant resources, both in terms of infrastructure and processing. Therefore, it is essential to balance the amount of data with efficiency and return on investment.
On the other hand, some industries, such as insurance or financial services, may benefit from longer historical data. Long-term buying patterns and customer preferences can be crucial to the proper segmentation and personalization of marketing campaigns.
The average purchase frequency of customers also plays an important role. If your customers make frequent purchases and their preferences change quickly, focusing on more recent data may be more valuable. On the other hand, if the purchase frequency is low and the purchase decisions are more considered, the inclusion of historical data can provide a more complete understanding of customer behavior.
### Cost and storage
It is vital to remember that omnichannel integration and sending large amounts of data have associated costs. Storing and processing a large amount of information involves significant resources, both in terms of infrastructure and processing. Therefore, it is essential to balance the amount of data with efficiency and return on investment.
Updated on: 08/15/2023
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