Working data-driven with the Query Builder
The Query Builder is a powerful feature, which realises a major step towards data-driven working. With this functionality you can easily and quickly collect all visitors that are relevant to your marketing campaign and you can immediately use the results for various purposes.
Due to the fact that data from the website and mail channel is also available in our system (such as activities on the website, tickets in shopping carts, etc.), the Query Builder is one of the most powerful tools available.
In this article we'll tell you more about the early features of the Query Builder, which has now been launched in Beta.
The Query Builder enables you to make a selection of visitors from your database and immediately use the results for marketing automation. In short, it works as follows:
Segment through filters
You can use various filters to build a query in order to collect exactly the visitors you want to use for a marketing campaign. For example, filters can be used to request visitors who have given an opt-in, who have a specific visitor tag, or who were last active yesterday. By combining multiple filters, very specific segmentations can be made.
The results of such a query can then be used directly for marketing automation. For example, you can use the results for a mailing list, download them as a csv file to send out a paper mailing, or save them for later use.
Always the right visitors at hand
As many queries can be made as desired. The query forms an active list of users: the list of visitors continuously adapts itself by adding or removing contacts from the query based on the filters selected. That way you always have the right contacts at your fingertips to enable personal, yet efficient communication.
A solid foundation
With the pilot of the Query Builder, a solid foundation is established for many more beautiful things! A lot of new filters and functionalities will be added to this module later on. For example, you’ll then be able to view the performances or products that someone has bought or even viewed (!), but also what a visitor still has in their shopping cart or on the wish list.
Data that truly benefits marketing
Often query builders for culture institutions are limited to using data that we refer to as 'traditional data'. Think of personal data, customer characteristics or - in particular - information from the cash register system about their historical or future purchases.
But for marketing it is often much more interesting to have information from people who have just not made a purchase. With Peppered's data model you have information available that can mean much more for the purchase potential. People who have watched shows or products, have placed something on their wish list or in the shopping cart; those are buying signals that are not available or are much more difficult to obtain from traditional data sources.
With the first few filters that are now live, many beautiful, new ideas can be realised already, but there’s still plenty to look forward to as well!