{"id":51804,"date":"2021-12-09T19:24:00","date_gmt":"2022-10-18T19:24:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51804"},"modified":"2023-03-27T14:16:12","modified_gmt":"2023-03-27T03:16:12","slug":"norths-collective-serves-community-members-by-going-deeper-into-customer-data-and-marketing-personalisation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/norths-collective-serves-community-members-by-going-deeper-into-customer-data-and-marketing-personalisation\/","title":{"rendered":"Going Deeper Into Customer Data and Marketing Personalisation"},"content":{"rendered":"\n

A little over a year ago, we were at the starting blocks of our data-driven marketing journey<\/a>. In the early implementation stages of Marketing Cloud<\/a>, we were already seeing its potential, but I don\u2019t think any of us could have imagined just how far this marketing technology would (and continues to) take us. <\/p>\n\n\n\n

Norths Collective is a growing group of dynamic clubs and health and fitness centres that serve communities in northern Sydney and Tweed Shire. As a membership-based organisation, we\u2019ve always had access to endless streams of valuable customer analytics and data but it wasn\u2019t until last year that we began putting it to good use. <\/p>\n\n\n\n

Almost instantaneously, Marketing Cloud allowed us to identify key audiences and target specific segments with automated personalised messaging. We discovered that mothers were the primary decision makers when it came to a family\u2019s entertainment spending, and we connected with that persona based on age, gender and historical behaviours. <\/p>\n\n\n\n

The results of this initial personalisation suggested we were on the right track: with email open rates almost tripling from an 18% average to 56%. <\/p>\n\n\n\n

Get tips from ANZ marketing leaders on ROI, personalisation, real-time engagement, data and customer journeys.<\/a><\/b><\/p>\n\n\n