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3 ways brands use you so they don't lose you
You're probably familiar with a few different modes of collecting consumer feedback. Yelp! allows customers to review businesses and give feedback via comments to steer other people toward or away from great restaurants or the like. Twitter and other social media outlets allow you to connect directly with a business to express an opinion.
These forms of communication are primarily controlled by customers and benefit both parties with quick and easy access to reliable first-hand feedback. However, there's much more data that businesses themselves use to improve their products and services without you even knowing, even though you're still supplying the information.
Here are three methods businesses use to adjust their offerings that you may not have known about.
While you may be in it for the quick and easy money, those surveys are actually providing crucial information to companies about their products and services. Your answers are combined with the responses of thousands of other people to provide reliable quantitative data that can influence a company's decisions.
While the ordinary consumer may not know about a company's surveys or complete them on a regular basis, businesses often use the information to change business strategies. From the color of a logo to the flavor of a food product, surveys provide invaluable information about a business's customer base.
Measuring Web traffic
Your activity on a company's website is another source of information some customers rarely think about. It can provide a lot of valuable information about how they can change their services to cater to the consumer better. A big part of this is called digital marketing analytics, which is the practice of measuring all of the users that visit a site and what they do during the visit.
For example, a company may find that fewer potential customers are visiting its website using references from ads compared to those funneled to its pages using links from email subscriptions. If that's the case, the business may choose to use more emails or higher quality emails to engage more people.
In the same way, businesses can also measure traffic to e-commerce products. If one product is garnering more attention than another, the company may choose to analyze that product further to see what complementary devices could be sold alongside it among other things.
Using transaction history
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E-commerce data also leads to another very critical point of interest for businesses - transaction history. Whether you know it or not, many businesses track exactly what items are scanned for purchase at a cash register, and the data is collected for further research later. For some chain outlet companies, the data can be collected on a massive scale, telling business leaders exactly what products are selling well and where. This provides key information about the consumer to the company. For instance, if the organization notices a drop in popularity for their best-selling item, they can explore what could be causing the plummet and innovate the product based on other consumer feedback, such as information from paid online surveys, to increase sales again.