You can watch the full session here, or read on to learn key lessons shared by Vista at SIGNAL.
Lesson 1: Employing an Omnichannel Marketing Strategy
Vista first made a name for itself as a business card printing business. But the re-imagined company needed to introduce a more sophisticated data strategy to deliver personalized experiences across channels and platforms to become trusted partners to customers.
The first step was to rebuild its data infrastructure around Segment, seeing the CDP as the heart of its customer engagement platform. By connecting destinations from the integration catalog, Vista reaches customers at various points through its website, email, and Google and Facebook ads.
By deploying Segment across its entire business, Vista’s technology teams can track customer interactions while remaining compliant with industry standards around security and privacy.
“Working with Segment has enabled us to develop a better understanding of our customers and provide them with personalized experiences which genuinely help them to grow their businesses.” - Drew Forster, Director of Omnichannel Analytics at Vista
Lesson 2: Adopting a Culture of Experimentation
For Vista, knowing how to optimize its homepage required A/B testing. Its previous monolithic infrastructure was efficient, but it was slow to drive change by experimentation.
After creating a new web platform and implementing Twilio Segment, Vista now tracks 100% of user activity. With access to centralized, high-quality data, running experiments is significantly easier, while fixes are implemented more quickly.
One experiment involved testing two versions of Vista’s homepage. Making the website feel more personalized would make it easier for returning customers to restart a previous project, get ideas for new projects, and find relevant products that inspire them to start something new.
Analyzing data from Twilio Segment and implementing changes boosted the site’s homepage performance, and drove a shift in strategy. Rather than concentrating so heavily on rapid customer acquisition, they also focus on building long-term customer retention and lifetime value.