Turn data into dollars

Fast Company

2 days ago

We have officially arrived in the era where e-commerce brands that prioritize smart, value-aligned engagement over mass media spend are owning the here and now—as well as the future. With traditional advertising under pressure to deliver a more definitive ROI, looming tariffs driving up the cost of everything, and consumer confidence lower than it's been since peak pandemic, we all need to make every dollar count. In addition, the CFO is more interested in marketing ROI than ever, and wants to see measurable results.
The old playbook of more ads, more impressions, and more clicks has never really worked. In our exciting new reality, smart marketers do (a lot!) more with less and will more easily navigate the bumpy road ahead.
Customer data is your gold mine
Do you remember the years we were all obsessed with 'big data' (perhaps I'm showing my age). Now we have so much more data, but still, so many are unsure of how to unlock it in ways that delight customers and bring in meaningful new revenue. In comes AI, hurray! Knowing that it's easier—and less expensive—to keep existing consumers than to acquire new ones, leveraging that powerful first-party data is one strategy that will drive better results. Understanding which offers, products, and content your existing customers respond to, and how to present them in the most compelling and enticing way, lays a data-rich foundation for deeper engagement and sustainable growth.
There is so much value hidden in e-commerce-owned channels. Checkout is unique because attention is highest and intent is clearest. Checkout is a perfect opportunity for brands to present relevant upsells and offers powered by first-party data. It's also a great time to drive incremental revenue by presenting strategic partner messages/products and loyalty nudges. Checkout interactions are the perfect environment for bringing in new revenue, increasing customer lifetime value, and capturing real attention and engagement.
The next growth wave won't come from bigger budgets
Too many ads create a noisy and less enjoyable checkout experience. Millennial and Gen Z consumers are more likely to reward brands that respect their time, attention, and preferences. Key digital moments like checkout, order tracking, and order thank yous are perfect opportunities for e-commerce merchants to present value-aligned, relevant offers that reinforce trust and drive repeat engagement.
The next wave of growth won't be driven by spending more. The smartest marketers will extract more value from what already exists. Focusing on intelligent monetization and intentional engagement will allow e-commerce retailers to emerge from this challenge stronger and closer to their customers. Treating data as more than a record and checkout as more than a singular transaction will allow e-commerce retailers to unlock new revenue streams at zero additional cost.