Windsor Circle was lucky enough to celebrate St. Patrick’s Day in sunny California during IRCE Focus: Digital Design. Our signature green pants were welcomed by eCommerce leaders and marketers looking to improve the return from their eCommerce efforts through in site design, mobile applications, and user experience.
Given that this event was very heavily design focused, I was pleasantly surprised to hear the importance of data woven throughout the sessions. Here’s a look at what I learned during IRCE Focus: Digital Design:
1. Arm Your Creative Team with Analytics & Findings
Analytical data helps remove a level of subjectivity from the creative process and will help your designers develop a self-correcting process that will guide them to designing what works, with consumers in mind.
2. Turn Your Designers into Data-Driven Designers
Give your creative team the tools to test, test and test some more! Allow them to see the results in semi-real time. Why semi-real time? You don’t want to change on a whim, give them data at hefty enough intervals so you aren’t wasting time changing from one creative design to another based on only a handful of results.
3. Market to Your Audience, Not Yourself
Read the above! Utilize your analytics + your designers to ensure that you are creating creative marketing initiatives that speak to your customers, not something that appeals to you.
Utilizing data to create sophisticated personalization and targeted customer segments is just the tip of the iceberg. Taking that data to also influence creative is a step forward in the right direction to creating a confluence of content + design.
Download our case study with client TeeTurtle: Designed to Engage to learn how this online apparel company implemented a lifecycle marketing strategy and brought to life new email designs to increase their clicks by 146% and opens by 18%.
“Without data you’re just another person with an opinion.” -W. Edwards Deming