What data can I use in cross-selling actions?

It is often said that it costs four times as much to make a sale to a first-time customer as it does to an existing customer. As we discussed in a previous postthe cross-selling is the tactic of selling products that are complementary to those consumed or intended to be consumed by a particular customer. Thanks to the cross-sellingIn this way, companies can increase their sales, reduce the direct costs associated with those sales and increase customer loyalty.

Organisations in the 21st century have a vast amount and diversity of stored data. Some of this data can generate very useful information for cross-selling programmes. Some of the most relevant data that can be used in cross-selling programmes include cross-selling programmes are:

Sales data. This type of data can be classified as static (e.g. if we know which are the five best-selling products among the male audience in the music category, we can offer, every time someone buys a music product, one of those five products) or dynamic (using predictive models, we can determine, for a user who has purchased a given product, the propensity to buy another product from the catalogue. This is achieved by establishing relationships between products that have been purchased by other consumers and seeing if there are relevant patterns of purchasing behaviour).

Web Analytics data. This type of data allows you to send the user an offer that includes some of the products visited during the session in which he/she made a purchase.

Preference data. If through a preferential centre we qualify registrations with information on, for example, whether they have a family or not, we can communicate products for children in a way that is relevant to the user.

Response data to other email marketing campaigns. Most email marketing platforms collect information about products that a user has interacted with over time. If, for example, a user who has bought a laptop from us has clicked on desktop screens in the last two email campaigns, I can send them an offer for that particular item.