As consumers, every day we receive an avalanche of emails the majority of which miss the mark due to poor timing or irrelevancy. Even if these emails come from legitimate opt-in mailing sources, the unintended consequence is that we either ignore them, or associate them as spam, adding the sender to the list of “bad companies”.
The Fishbowl Data Platform
Through the Fishbowl Data Platform, clients can access all the necessary information to better know their members, and thus better target them with relevant communications ensuring their programs don’t get “added to “the bad list.”
In the data platform we centralize client’s enriched member profile information and match it to their corresponding activity. From this member data mine, clients can find the necessary information to perfect their communication strategy while at the same time mining their members’ affinity and interests.
The information we collect and curate is from three types of sources:
First Party Data: This corresponds to the data that Fishbowl collects via it’s products:
- Campaign Response
Second Party Data: This corresponds to the data that you are sending to Fishbowl:
- POS and payment
- Online orders
Third Party Data: This corresponds to demographic data that Fishbowl purchases from an outside party
The information in the Fishbowl Data Platform paints a clear picture of a client’s members, how they interact with the campaign, and their detailed purchase behaviors. Examples of the information accessible from Fishbowl Data Platform include:
Registration data is voluntarily information provided by your members during program registration – contact data, and other requested information, including birthday, favorite restaurant location, any dietary restrictions, dining habits, and more.
Campaign response data provides greater understanding of member program engagement and affinity with the brand. See how individual members responded to each campaign. Campaign response data can answer questions such as: Are my members only interested in emails with offers? Do they open emails only when a specific location is mentioned? Do they care about surveys? How do they respond to kids related campaigns? Are they interested in catering?
Redemption data enables restaurant marketers to assess not just redeemers and non-redeemers, but also their food preference and habits. Based on redemption, the marketer one can assess which members are interested in deserts, meat entrees, or kids menu. Redemption data can be examined further to see what the redeemers purchased at the same time as they redeemed an offer.
Demographic data enriches the member’s profile with information such as marital status, presence of kids, or home location. These data points help create a complete picture of who the individual member is and build persona that enables look-alike grouping.
With the Fishbowl Data Platform, you have the ability to be more precise in communicating with your members, which in turn will maximize campaign response and redemption and at the same time minimize churn. We are constantly enhancing this platform as well as the accompanying tools that go with it … stay tuned for more.
This blog was written by Elie Amaraggi.
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