E-commerce user number identification, why more and more companies pay attention to data screening

A cross-border seller once shared this story: For the same product, the same set of advertising materials, the budgets for the two promotions were almost the same, but the final number of transactions was nearly doubled. After reviewing the entire delivery process, we found that the problem was not with the advertising, but with the screening and sorting of customer numbers before the second delivery, which reduced a large number of invalid users.

Many people are used to focusing on product selection, advertising and operational strategies, but tend to ignore the user data itself. If the quality of the numbers entering the marketing process is uneven, no matter how good the promotion plan is, it will be difficult to achieve its due effect. Therefore, e-commerce user number identification has gradually become an indispensable part of data operations.

Where do e-commerce numbers come from?

For an e-commerce company, the source of user numbers is usually complicated.

For example:

lIndependent site registered user;

lAdvertising activity retention money;

lOld customer information;

lsocial media traffic;

lCollection of offline activities;

lThird-party cooperation channels.

The quality of data from different sources is not consistent. If they are all mixed, it can easily affect subsequent operational effects.

Why number identification is increasingly important

Competition in the e-commerce industry is becoming increasingly fierce, customer acquisition costs continue to increase, and every effective customer becomes more important.

If the number is not recognized, the following situations may occur:

Duplicate users

The same customer leaves information on multiple channels, resulting in a large number of duplicate records in the database.

Invalid number

The number format is correct, but it is no longer usable and cannot be reached.

low value users

Although the user can be contacted, there has been no consumption or interaction for a long time.

Incomplete information

Some data lack necessary fields, affecting subsequent customer management.

These problems will reduce marketing efficiency.

Inspiration from a real case

A cross-border e-commerce team that specializes in home furnishings collected a large number of potential customer numbers during a promotional event.

Initially, they used all their numbers directly for SMS and social platform marketing.

Although the number of shipments is large, the actual order growth is not obvious.

Later, they reorganized the database to identify and classify the numbers.

After filtering, the database is divided into:

lHigh value customers;

lpotential purchasing customers;

lold customers;

lInvalid number;

lDuplicate data.

The marketing team develops different promotion strategies for different users.

After the event, not only did marketing costs decrease, but customer response rates and order conversion rates also improved significantly.

This made the team realize that number recognition is not increasing the workload, but reducing ineffective work.

What are the main contents of e-commerce number identification?

A complete number identification process usually revolves around multiple dimensions.

Is it valid?

Confirm whether the number is suitable for normal use.

Whether to repeat

Avoid the same customer entering the marketing list repeatedly.

Whether it has operational value

Combined with historical behavior, the value of users is divided.

Does it need to be reactivated?

For long-term non-interacted customers, a separate operating plan can be established.

Together, these information form a more complete data system.

Why can’t we just pursue the number of numbers?

Many people believe that the more numbers there are, the greater the chance of a transaction.

In fact, what really determines marketing effectiveness is the proportion of effective users, not the size of the database.

If only 20,000 of the 100,000 numbers are truly valuable customers, then continuing to expand the database will not significantly improve the conversion effect.

On the contrary, if number identification is completed in advance and operational resources are focused on high-quality users, the overall input and output will be higher.

How data screening fits into daily operations

Nowadays, many e-commerce teams have put number identification at the front end of the marketing process.

This is usually done as follows:

lCollect user data;

ldeduplication;

lnumber identification;

lUser tag classification;

lBuild marketing lists;

lCarry out advertising and private domain operations.

The advantage of this is that the data entering the marketing system remains relatively stable, and it also facilitates subsequent continuous updates.

How automation tools can improve processing efficiency

As the number of users continues to expand, it has become difficult to rely on manual number sorting to meet actual needs.

At present, many teams use automated platforms to complete number identification, data cleaning and label management.

For example, Digital Planet supports e-commerce user number identification, batch number detection, duplicate data cleaning, and multi-platform account status analysis. It can also be combined withData from Facebook, Instagram, WhatsApp, Telegram and other platforms are managed in a unified manner, allowing user data to be standardized before entering the CRM or marketing system, reducing manual sorting time and improving overall operational efficiency.

Data quality is long-term competitiveness

E-commerce operations generate new user data every day, and the database is constantly updated.

Even the best marketing strategy may be affected if number quality is ignored for a long time.

On the contrary, establishing a continuous data screening mechanism to regularly complete number identification, duplicate cleaning, status updates and user stratification can not only improve marketing efficiency, but also make customer management more standardized.

For e-commerce companies, number identification is not a remedial measure after the marketing is over, but should become an important preparation before the marketing begins. As data quality continues to improve, every promotion and every customer contact will become more accurate and efficient.

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