vin65 data webinar

Data Best Practices!

5 Steps to use your data to Sell More Wine with Vin65

Susan DeMatei WineGlass Marke-ng

707-‐225-‐7178

@sdematei n facebook.com/wineglassmarkeAng [email protected]

Why Care About Data?!

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•  Data is the power behind the platform. It’s existence, and what you do with it, create the only value to your business.

•  Without it, you have a website or POS…like a fiberglass shell of a car without an engine.

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What you do with your data determines

Your performance and functionality!

5 Steps to Best Use your Data in Vin65!

1.  Be a collector

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Pull as much data as possible in Vin65!

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•  Customers from all sources •  POS, excel sheet, business cards,

mailing list sign ups, web orders •  Historical orders

•  Patterns in responses, LTV, AOV…all help you plan and project moving forward

•  Plus, better customer service and makes customers more comfortable

Data Importing Found Under

Settings/Import!

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Import/Export Files!

Typically Use 1 x •  Club Importer •  Product Importer •  Order History Importer •  State Profile Importer

May Use Often •  Customer Importer •  DeDupe Contacts •  Product Exporter •  Inventory Importer •  Order Importer •  Corp. Order Importer •  Order Tracking Importer •  Shipping Rate Importer •  Shipping Rate Exporter

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How to Use Importer!•  Some give

option to add to, or rewrite over data

•  All have template – download it and use it exactly

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Uploading Best Practices!

•  Do not deviate/change excel file at ALL •  Save as .xlsx •  Follow instructions

on documentation site by searching document name

•  Test an order first •  Batch into smaller

chunks •  Monitor upload

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Documentation Site!

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Pay Special Attention to:!

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•  Formats; Dates, phone numbers, credit cards •  Allowable options in some fields

•  “PayPal” is not an accepted payment type •  To be shipped, partially shipped, etc.

•  Field limitations; E.g. Username and password characters

•  Mandatory fields; Email address is unique identifier

•  Headers; Don’t change the excel template

•  0/1 vs No/Yes vs N/Y •  Spacing; Master Card ≠ MasterCard

LTV Report!

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•  Collect at point of sale

• Resist urge to allow the swipe and dash

•  Do not every just pour your wine without either opportunity to sell, or collect (or both)

• Enter in source codes

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Make it a priority!

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1.  Be a collector 2.  Keep it clean

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De-Duping!•  If fields are

duplicated, one will overwrite the other

•  If fields are not (e.g. one has an order and one does not) it will be combined

•  If you have duplicate fields (e.g. two email addresses) create a new address under one record

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Consistency!


1.  Be a collector 2.  Keep it clean 3.  Stay fresh

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Stay Fresh!•  Deactivate things you aren’t using, you can

always run reports or views to see it •  Think through the process – do items need

to be set up in Ship Compliant? Do bounces from Vertical Response need to be updated in Vin65?

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1.  Be a collector 2.  Keep it clean 3.  Stay fresh 4.  Choose the right tool for the job

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Contact Type vs List Builder!

Contact Type •  Contact type needs to be

manually applied and unapplied – so it is best a “forever” denotation (e.g. trade, media)

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Contact Type vs List Builder!

List Builder •  List builder provides up

to the minute lists of fluctuating criteria – like if they are an active club member or how much they purchased. This is MUCH better for notations that can change over time (e.g. VIP, Club Members)

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1.  Be a collector 2.  Keep it clean 3.  Stay fresh 4.  Choose the right tool

for the job 5.  Realize what you have

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Summary!1.  Be a collector •  Pull as much as possible into Vin65 •  Make collection and categorization a priority with the staff and

management

2.  Keep it clean •  Use the de-dupe tool regularly •  Be consistent with how you name and categorize and store data

3.  Stay fresh •  Deactivate things you aren’t using, you can always run reports or

views to see it •  Think through the process – do items need to be set up in Ship

Compliant? Do bounces from Vertical Response need to be updated in Vin65?

4.  Choose the right tool for the job •  Contact Type versus List Builder

5.  Realize what you have •  This is a CRM system – use it as such

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THANK YOU

Susan DeMatei WineGlass Marke-ng

707-‐225-‐7178

@sdematei n facebook.com/wineglassmarkeAng [email protected]

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