17 Sep How Data Drove The Development Of The “myHusky” App.
CMA Talks to Patty Gibson, Digital Marketing Manager at Husky (Retail)
Patty Gibson is passionate about digital marketing, innovation, and developing potential. After arriving in Calgary in 2011, she first connected with the Calgary Marketing Association to build her network with other local marketing leaders. Fast forward to this September, Gibson is one of the expert panelists featured in September’s CMA Power & Panel Hour, Harness THAT Data.
Rethinking Digital Tactics
Coming from several start-ups and high-growth e-commerce companies like Clearly.ca, Gibson was able to bring a different perspective when she joined Husky Energy as the Digital Marketing Manager for its retail operations. Only a few years after joining Husky, Gibson and her team launched the myHusky retail app. Gibson reflected on the scope of the project, “We had over 150 people working together (not including vendors), and my team relied on many external and internal stakeholders to ensure that the customer experience was always at the forefront of the project.” The project started in 2017 and the initial launch of the iOS version had a staged rollout in summer 2018. Gibson noted that “iOS and Android users require different experiences, so our team was diligent in ensuring the Android launch, which followed in March 2019, felt like a native experience.” The myHusky retail app was able to build on the retail’s existing website and e-mail program, creating a stronger relationship with customers directly on their personal devices.
Not All Data is Created Equal
So, what kind of data do you need to develop a world-class app? Gibson says you have to pull in many data points. “We look at metrics around our display advertisements, app downloads, rewards registration, and payment on boarding. We look at the lag between the phases of the customer journey and work with the analytics team to layer individual in-store behaviour – it all needs to work together to give the data some context.” Gibson feels that “You can’t use data without context, which is why we engage a broader set of stakeholders, to understand the whole picture.” Context is almost as crucial as the data itself. As marketers, we need to interpret data within the context of specific business objectives. That broader business context will allow you to understand where your customers are along the customer journey and help them take the next step. Gibson noted one example where data helped her team adjust their strategy. “We found that someone who is using the app and someone who is using the app but hasn’t redeemed points – need different communication.” Working with the cross-functional teams allowed Gibson to gain insights and dig deeper. “What we realized was that Canadians are still not totally comfortable with registering payment information in an app, but that once an individual had used our app 5 times, they are likely to stick with it. That information allowed us to create different campaigns to address specific parts of the funnel.”
Listen to the Data and Pivot When Needed
One pivot the team experienced was when they realized that the key benefit of being able to pay for gas from inside your car, was not the key message to drive downloads. In reality, users loved the reward collections and redemptions. In fact, a recent study showed there is “An average of 13.3 loyalty memberships per household in Canada (Reward programs are shifting – here’s what Canadians need to know, 2018).
Gibson and her team used internal and external data to craft messaging that talked more about the security aspect and more about rewards and instant redemptions. They understood that this would make the top of the funnel bigger and it was a way to build trust with their users. Gibson advises: “Be agile! If you’re taking the time to gather the data, be willing to change direction.” Data and agility often go hand in hand. In fact, “93% of all companies that ultimately become successful [achieve their vision] had to abandon their original strategy because it was not viable (Christensen, C., Allworth, J., & Dillon, K., 2019). This statistic further suggests that it’s not just about having the right data, but also about being agile enough to use the data to redirect.
Mix Data with Creativity
To finish, Gibson shared her favorite tool for looking at data. “We use Spotfire, our analytics group uses it primarily but what makes it really powerful is that it allows you to slice the data in different ways and create different dashboards. We are able to run reports on-demand and it integrates with systems. It allows us to get at data more quickly when we are trying to tell that whole story.”
Many of us look to books, podcast, or educational outlets for inspiration but Gibson says what works for her is leveraging her own personal network. “I stay on top of what are other people doing, and what’s new and upcoming. I stay in touch with folks from my Vancouver start-up up days – that culture is willing to experiment a bit more so it’s great to stay close to people that have that start-up mentality. Not all organizations can run fast and loose. Most importantly, you need to know your space, know your customers, and leverage where consumer behaviour is going. If you do those things, you can find success – sometimes in unlikely places.”
Patty Gibson will be live at our September CMA Power & Panel Hour, Harness THAT Data with more anecdotes, success stories, and tips on how to leverage data in your marketing. You can reach Patty via LinkedIn
Christensen, C., Allworth, J., & Dillon, K. (2019). How will you measure your life? London: Thorsons.
(2018, March 22). Reward programs are shifting – here’s what Canadians need to know. Retrieved from https://www.theglobeandmail.com/globe-investor/personal-finance/household-finances/the-top-rewards-programs-canadians-are-using/article38318624/
About The Author
Jenelle Peterson, BComm, MBA is a Senior Marketing & Research Consultant with Tenato Strategy, a Marketing Educator, and a board member with the Calgary Marketing Association. Jenelle’s passion for technology, design, and innovation has given her opportunities to work both on the business and agency side in a variety of industries; Oil & Gas, IT, Education, Health Care, and Consumer Goods. She loves the outdoors, making bad art, and all things Sci-Fi. Tweet her @petersonjenelle