Q&A with Balsam Brands CTO: Give the data team better tools – Multichannel Marketer
Balsam Brands CTO France Roy sits down with Multichannel Marketer to discuss how BalsamHill.com will better use its data to identify high-value customer segments and drive higher conversion rates.
Balsam Brands chief technology officer France Roy needs its data and analytics team to do more than just pull reports.
The team needs to easily access its metrics and help its business teams make data-driven decisions, like identifying high-value customer segments and then market to them appropriately.
But when its team has to use a SQL database to extract data, it could take months to pull data for its marketing, merchandising or operations teams.
The artificial Christmas tree owner of BalsamHill.com decided to invest in its ecommerce data tools in a quest to offer better personalization and drive higher conversion rates.
The retailer operates mostly online plus a handful of physical stores. Nearly all of its revenue is related to the Christmas season, and mainly generated from artificial trees. But it does sell other items, such as ornaments and wreaths, and other seasonal items, such as Halloween decorations.
With such a heavy focus on the holiday season, the brand spends the first three quarters of the year implementing and testing new technology — including data platform SoundCommerce and data cloud Snowflake — before letting it loose for the all-important Q4.
The first proving ground is its annual Christmas All July sale. While the 2024 sale did not surpass last year’s event, the merchant was still pleased with the results, Roy said.
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