How to expand your marketing efforts with your commerce data

Ultimately, the best use of many of these integrations is to help make sure that as people purchase items through your store, you can continue to contact those people who are interested in following your business. Keeping these people in your marketing funnel helps to increase the possible revenue you can achieve by marketing to them. In previous chapters, we talked about how we can use data to better target your contacts. By narrowing the scope of your marketing to be more specific to what your subscribers are genuinely interested in, you will see more engagement over time. This is equally true for commerce data.

For example, if you are an e-commerce store with a brick-and-mortar location, it can be helpful to know what zip code your contacts live in. That way, you can target marketing about events at your store specifically to people who are in your area and able to come to them. Similarly, with the e-commerce data available...