Follow Your Instincts: Not All Data is The Right Data

In this episode, Kathryn speaks with Sue Beckett, SVP of Marketing & eCommerce at Lovesac. Sue shares insights into how Lovesac leverages first-party data, customer satisfaction surveys, and third-party data to make informed marketing decisions. She also discusses omnichannel strategies and handling attribution challenges.

Guest Quote:

• “It's not just using all parts of data that you have, it's actually what is the right data for what your end goal is? I think companies have just so much marketing data, but not all of it is relevant to what exactly you want to do. And I think in my past I have said to myself, okay, well, the data is just telling me this, so my gut might be telling me maybe that's not right, but let's just go with it. And there is a gut instinct to marketing and that's the art part of it. And I have made that mistake in my past.”

Episode Breakdown:

[02:15] Alchemy Unveiled

Negative customer feedback is an opportunity: Customers made Sue’s team aware that they didn’t have the information they needed after they completed their purchase. Sue’s team leveraged this to build a new website ecosystem that tripled customer account signups.

[18:09] From Nuggets to Campaign Gold

Virality can’t be the initial goal: While virality is amazing, it can be the starting aim of your campaign. Customers can detect inauthentic and off-brand marketing from a mile away, and the intentions have to be authentic from the start.

[23:16] Gold Rush!

Not all data is the right data: Consider your end goal and then determine the right metrics to watch. Don’t make the mistake of following the wrong metrics down a path that is aligned with the outcome you are working towards.

Links & Resources:

Connect with Kathryn

Connect with Sue

Learn more about Deluxe

Learn more about Lovesac

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