Why Are You Generally Against Reactivation Via Community?

Maybe you aren't against it, but my metrics suggest you are.

Last week I wrote about Wool& (click here). As you might surmise, when I talk about various topics I put links into the post, and then (unsurprisingly) I measure how often you click on links. For instance, here the Velocity Sellers spend fifty-four minutes telling you how to "crush it on Cyber Monday". Several hundred of you will click on that link, and then a small piece of my soul will turn to omnichannel dust. Thank you.

A total of fourteen (14) of you (quite possibly seven people clicking twice each) clicked on the community links in the Wool& post above.

Knowing that a customer who hasn't purchased from you in anywhere between 3 months and 48 months is suddenly interacting with your brand is ... really, really important. When I measure this stuff via logistic regression response models, an interaction with your brand can vary between a 1.5x increase in reactivation (community) to a 3.5x increase in reactivation (email click through) to a 5x+ increase in reactivation (shopping cart). All you have to do is record this stuff as an attribute in your database - that's it. And then act upon it.

And yet, when I speak of using community as a reactivation tool, you could care less.

Is it the hard work required to perform this work at a functional level?

Is it because your technology team could care less about it and therefore you have no chance to do anything innovative and fun?

Is it because you think I'm just plain wrong?

Send me an email and tell me why you don't do this stuff? (kevinh@minethatdata.com)