Analytics vs. Insights

Analytics and insights are typically used interchangeably, even though they should not be. Analytics organize and examine data, whereas insights take it further by pinpointing patterns within the analytics.

The charm of personalization is that brands can show their consumers that they are paying attention to what the customers want. Studies show that about 80% of consumers would instead do business with companies that present personalized offers. We can know this information because of insights.

Direct-to-Consumer Brands and Insights-Led Personalization

Business-to-consumer companies have taken the trend of personalization to a new level. Many sales models within these companies have sales offers and personalized recommendations. Along with this, B2C companies have access to higher-quality data.

Brands must take advantage of the data that is provided to them. When used correctly, the data can help maximize profits, build relationships, and increase the customers’ lifetime value.

Understanding Your Customer

Some of the biggest mistakes companies make when trying to incorporate personalization into their marketing materials include not going deep enough with the customization in messaging or making assumptions about their consumers with little supporting data.

Many consumers will experience frustration if they receive offers and promotions that are irrelevant to them and their needs.

Getting Personal with The Right Customer Data

Some main questions marketers should analyze when digging into insights include:

  • When did the customer make the most recent purchase?
  • Are there times throughout the day when they shop the most?
  • How much do consumers typically spend on your brand?
  • How can we increase that total amount?
  • What can you use to predict the consumer’s future buying behavior?
  • Are there specific categories the consumer prefers to shop?
  • Does the customer leave items in their cart for long periods? If so, what offers can you send them to help them complete the purchase?

Importance of Eliminating Data Silos

Data silos can be a significant barrier to the success of implementing personalization. Marketing data silos waste resources and need repeated data collection to execute the right campaigns. A few steps to take to work around data silos to optimize personalization include:

  • Collect as much data as possible from consumers
  • Build buyer persona for each customer
  • Organize customers into targeted groups
  • Map out a content strategy
  • Create multichannel campaigns
  • Analyze the success of your campaign by comparing it to results

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.