How to Use Marketing Data to Differentiate Yourself & Beat Competitors

Kelly Shelton

January 14, 2021

We don’t need to tell you the importance of differentiating your brand from competitors on ecommerce. More competitors are entering the marketplace each day—Amazon is home to 2.3 million active sellers and Walmart boasted a 97% digital sales growth in Q2 of 2020. If brands aren’t actively focusing on differentiating themselves, they’ll quickly drown in the sea of competitors that are.

The key to differentiating yourself is simple: Data. But just because it’s simple doesn’t mean it’s easy to implement. It’s challenging to access the data that tells you how to set yourself apart. It’s even more challenging to analyze that data. And mastering the plethora of marketing tools and channels that help you adjust your strategy based on the data you’ve analyzed? That’s nearly impossible for brands to do on their own because of the myriad marketplaces, platforms, and softwares they use to manage it all.

Let’s talk about why data is crucial in setting yourself apart in ecommerce and how you can leverage its power to overcome the most common challenges ecommerce marketers face when trying to differentiate themselves from competitors.

Why data is the single most important factor in differentiating your brand

At Pattern, we’re data fanatics—and for a good reason. For brands selling on ecommerce, data-driven strategy is the key distinguishing factor between mediocre performance and phenomenal success. Brands that use data make more money and experience significantly more growth and opportunities. It’s as simple as that.

Here’s a few things data can help you do:

  • Data helps you understand your customers, where they’re buying from, their age group, their interests, and countless other details that help you deliver the experience that’s going to keep them coming back for more.
  • Data helps you understand your campaigns, how they’re performing, and how you can optimize those campaigns to reach your target audience and spend your dollars more effectively.
  • Data helps you understand conversion and retention, helping you maximize your ad dollars, convert at a higher rate, and improve your customer satisfaction.

When you use data to its full potential, your business is more efficient and effective. You spend less and get more, paying less in advertising and awareness per sale. You may be tempted to think that you can’t afford to incorporate data into your strategy, but the reality is that you can’t afford not to. Data gives you vision, perspective, opportunity, efficiency, and scalability—factors that together lead to more sales, stickier sales, better retention, cross-selling, and, at the end of the day, better margins.

How to overcome the common challenges of incorporating data into your marketing strategy

The first challenge marketers face with data is accessing it in the first place, especially considering that Amazon notoriously keeps data close to its chest. You may know how your brand and products fare on Amazon, but little about marketplace trends as a whole.

This is where it can be helpful to work with a partner. Pattern is the 5th largest seller on Amazon, and the sheer quantity of products we sell gives us valuable insights for our partners to apply. We also rely on Predict, our all-in-one ecommerce tracking tool that pulls live data from over 4,000 ecommerce sites each day. Predict helps brands make data-backed decisions when it comes to product listings, advertising, SEO optimization, keyword selection, and much more.

It can also be difficult to know how to interpret and apply data once you’ve accessed it. Even the best marketers can’t possibly know all of the marketing tools and platforms, much less be proficient in them. Processing and analyzing the near-limitless data and information isn’t just a full-time job—it’s a full-time job for a team. This is where Pattern comes in. And the best part? Our team of specialists, who are experts in marketing tools, don’t cost you a dime when you partner with us for free.

Integrating data tells the whole story

Amazon data is certainly insightful, but it doesn’t tell the whole story. Data wields the most power when it’s integrated from across different platforms and channels, including marketplaces, search engines, and social media. Google Analytics, Google Search Console, and Facebook Business Manager are all powerful tools that are too frequently ignored. Using these tools along with the data from Amazon gives you a more complete picture of how your brand is performing and what messages resonate with your customers.

In practice, what does it look like to integrate data? A brand might see, for example, Amazon search trends mirrored on other platforms, like Google, and know that the challenge they’re facing is universal, not platform-specific. They can then set goals to tackle that challenge from all angles. Another brand may notice that a specific ad is overperforming on Facebook, and they can then take that ad’s messaging and imagery and implement it in their Amazon product listing. Pattern has seen amazing results in implementing these strategies.

Building your brand with data

Building your brand is an oft-overlooked aspect of differentiating your product from competitors. Brands often make the mistake of only focusing on bottom-of-the-funnel marketing, which leads to conversion, while largely forgetting about top-of-the-funnel marketing, which leads to awareness.

Even though conversion is the quickest and easiest result to see, building awareness is just as important. People don’t just buy products anymore—they buy experiences. They want to buy these experiences from brands that they trust, and trust is preceded by familiarity. Brand building drives sales because, without it, people aren’t aware of a brand, much less trusting of it. When people trust a brand, they’re more likely to search for it organically and recommend it to their friends.

Like with all ecommerce marketing decisions, how to build your brand can and should be driven by data. Data can tell you about brand awareness and help you identify the awareness gaps your marketing strategies should be aiming to fill. Like we’ve mentioned before, data can also help you understand your customers and know how to effectively market your product to them.

When you’re building your brand, focus on what your consumers value about your brand and your product. One way we use data in this process is by creating word clouds out of product reviews and taking note of the most commonly praised features. Advertise these features front-and-center in your ads and product description pages.

At Pattern, we’re professionals at addressing the top of the funnel. Our experienced writers, advertisers, and creative team see the bigger picture and know how to manage every aspect of advertising across the funnel. We focus on long-term success, not quick wins, and prioritize sustainability and growth. We want our partners to thrive and grow for years to come, which wouldn’t be possible without advertising to customers at every step in their journey.

What now?

Data is the beginning, middle, and end of a successful ecommerce strategy. If you’re not making marketing decisions based on data, your brand is likely performing below its potential. But the good news is that it’s never too late to incorporate more data-driven decisions into your strategy and start reaping the rewards.

Are you ready to differentiate your brand from competitors by leveraging the power of data? That’s Pattern’s specialty, and we’re here to help. Our revolutionary software and specialized teams have the tools and expertise to help you leave your competitors in the dust. Fill out the form below to book a free consultation and get a free demo of our Predict software.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)