Jeremy Martin | November 14, 2018

Unify Your Customer Data for Black Friday

Black Friday is a little more than a week away. And on November 23, millions of shoppers will descend on malls and browse phones to spend billions of dollars on gifts and discounts.

For retailers, Black Friday—and Cyber Monday—are more than just key to attracting visitors, advertising seasonal promotions, selling inventory, and closing deals. As one of the busiest days of the year, Black Friday has also been a means of analyzing data and measuring business success.

Here are a few areas in which businesses will use Black Friday and Cyber Monday data, and reasons why you should consider unifying them in a cloud data warehouse:


Customer Service Data

We all know that support reps and customer service are vital for customer retention and brand loyalty, increasingly the likelihood that customers will shop with you next year. To improve the Black Friday customer service experience (whether online, in person, or on the phone) you need to be able to answer essential questions, such as:

  • How well does your business manage the customer experience when customers switch from online to in-store, or when they call with a question about a return and then show up in store to pick up a new item?
  • If you’ve equipped your teams with a script to ensure consistency among your agents, how helpful are your answers?
  • How effectively did support requests get handled, and in a timely manner?
  • Did you offer easy and hassle-free returns?
  • How did their responses, canned or otherwise, perform online?
  • What was the average time to resolution?
  • What was customer satisfaction like for the in-store or online experience?

To answer these questions, you need to build reports, dashboards, and a library of SQL queries against your customer data. The problem is, much of this data is locked away in SaaS applications like Zendesk or Freshdesk. But what if you could own and access that data directly by using a data warehouse?


Tracking Shipments, Orders, & Inventory

Customers rely on advertised items being in stock. When they’re not, this can be disastrous for business. To avoid upset customers, you’ll want to track whether packages shipped in a timely fashion. Then, depending on how many orders you received, you’ll also want your accounting/ERP system to relate inventory—which items flew off the shelves?—to order fulfillment.

Bedrock Data Fusion lets you query NetSuite data in SQL or visualize your NetSuite warehouse with just few objects (Company, Order, List, Product, Activity, Ticket, Opportunity, & Campaign). You can combine NetSuite data with other cloud applications like Quickbooks. Or simply backup NetSuite data in a warehouse to save yourself weeks of data prep and the hassle of ETL.

Tracking the full flow of ordering, order fulfillment, and billing is crucial for Black Friday. With all your sales orders, fulfillment records, and invoices stored in one place, you can track records from sales to finance. This ability helps you improve your sales pipeline forecasts and mitigate billing errors, perfect revenue recognition, accuracy, and organizational efficiency.


Omnichannel: Mobile, Email, Organic Search

Each year, more shoppers are moving away from brick-and-mortar stores in favor of online. Although still fond of in-person experiences, more are using mobile devices to buy and compare prices. This Black Friday, you’ll want to know:

  1. What percentage of customers bought in-store vs. on mobile?
  2. How did customers find you—mobile, email, organic search?
  3. Which marketing messages resonated?
  4. Which ad promotions performed well? How did customers engage online vs. in-person?
  5. What was the customer sentiment on social media?
  6. How did product offerings sell by region?
  7. What were the demographics of your customers?
  8. Did you engage customers on social media?
  9. How did post-sale emails perform with your subscribers?

If you're a digital marketer, you know that a lot of this information lives in different data sources. Some might reside in HubSpot. Other data could live in Salesforce. Yet digital marketers can't ask engineering every time they want to pull a report or add a new data source.

If, however, these reports came from a single data warehouse, one you could manage through a clean UI, you could answer all these questions on your own. 


Unify Your Customer Data

With so many unknowns, Black Friday and Cyber Monday can be an exciting, albeit stressful, time of year. To help relieve some of the stress and anxiety, we recommend eliminating data prep before the holiday rush. That way you can align inventory with stores, track online fulfillment and returns, and measure the effectiveness of your campaigns—all without data engineers or IT.


Well, the first trick is getting data out of systems. Odds are you use a system like HubSpot or Marketo for marketing automation. Perhaps you have Zendesk or Freshdesk for customer support; Shopify for online merchandising; NetSuite for orders and operations; Quickbooks for invoicing; and so on.

Each of these cloud applications is a bounty of customer data. The problem is that the data is siloed and you have to spend weeks and thousands of dollars just to “ETL” the data. And even then it’s not really unified. You’ve got many database schemas to contend with and a lot of fields to clean up.

Fusion solves these problems. It lets you:

  • Select your systems
  • Automate ETL
  • Clean the data
  • Unify data into a single schema
  • Backup and store the data in a cloud data warehouse

By bringing all your customer data together, Fusion gives you a trusted data source for analytics. A centralized data warehouse helps to: 

  • Give you a 360-view of the customer
  • Improve the customer experience
  • Identify customer pain points during the checkout process
  • Better target your marketing segments
  • Personalize content and layout to match preferences
  • Reduce costs for labor and shipping
  • Experiment with data visualizations
  • Not depend on IT or consultants
  • Combine multiple data sources in meaningful ways

Best of all, Fusion helps you to accelerate analytics. Because retailers also can’t afford to wait months for insights. When you have a business problem, you need to be able to analyze the data quickly and get rid of all the guesswork. Get started—it's free and easy. 


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