[00:00] The first in the “crawl” is sort of the “get in the game” phase, right? So this is how you get started. We talked about aligning the org, and then once you have that, you know, it’s about designing and activating the right offer and verification flow for your brand.
[00:16] Getting that established and then starting to drive some traffic through it to see some of those early returns and the learnings about how you might be able to extend this. And once you’re in the game, then it’s like, okay, next phase is that “walk” phase.
[00:27] And it’s just about driving more and more awareness into the programs that you know are already working at small scale. And this kind of starts with really looking at the marketing calendar, right?
[00:36] So maybe you’re driving some evergreen traffic, but now you can start looking at your marketing calendar, like, what are those moments we can start programming against to make use of some of this permissioned data through customer segments to deliver relevance?
[00:48] And then looking across your marketing mix of other areas you can promote this program and these offers, whether it’s, you know, in paid channels, affiliates, your email strategies, etc.
[00:56] And then looking, like, how can we make both the data and the customer experience more integrated and more seamless? And starting to test, maybe with permissioned data within your own marketing stack.
[01:06] That might require a little bit of manual lift as you’re sort of in this walk phase. But that kind of segues into, you know, what a “run” might look like.
[01:13] Which is a little bit more about automation of your data, of the experiences, and then really getting into, like, bespoke programming, highly targeted offers, and understanding how well those work and then how you can drive more of that.
[00:16] Getting that established and then starting to drive some traffic through it to see some of those early returns and the learnings about how you might be able to extend this. And once you’re in the game, then it’s like, okay, next phase is that “walk” phase.
[00:27] And it’s just about driving more and more awareness into the programs that you know are already working at small scale. And this kind of starts with really looking at the marketing calendar, right?
[00:36] So maybe you’re driving some evergreen traffic, but now you can start looking at your marketing calendar, like, what are those moments we can start programming against to make use of some of this permissioned data through customer segments to deliver relevance?
[00:48] And then looking across your marketing mix of other areas you can promote this program and these offers, whether it’s, you know, in paid channels, affiliates, your email strategies, etc.
[00:56] And then looking, like, how can we make both the data and the customer experience more integrated and more seamless? And starting to test, maybe with permissioned data within your own marketing stack.
[01:06] That might require a little bit of manual lift as you’re sort of in this walk phase. But that kind of segues into, you know, what a “run” might look like.
[01:13] Which is a little bit more about automation of your data, of the experiences, and then really getting into, like, bespoke programming, highly targeted offers, and understanding how well those work and then how you can drive more of that.
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