OK, I get it but how do
I make this work?
A carefully constructed visitor profile page on
your website will allow you to gather a vital
insight into potential customers. Being able
to ‘slice and dice’ this data based on the
attributes of the visitor profile will allow you to
develop meaningful and sophisticated
marketing data that provides material for a
more focussed marketing approach. Examples
include:
DEMOGRAPHICS - Sharing of details such as
date of birth and gender offer a valuable insight
into your customer base. For example, being
able to group your customers by gender would
allow you to target customers with products or
services more likely appeal to women or men.
The imagery and wording used could also be
tailored to suit the target audience. Similarly,
when grouping customers by age a more formal
use of language could be used for older
customers, with a more informal approach for
younger age groups.
LOCATION – The advent of mobile technology
has significantly changed the digital landscape,
allowing customers to interact on the move.
Catching location details of your customers and
the tools they are using (mobile or fixed)
provides a further window into your customer
details.
WEBSITE – A great way of converting sales is to
use e-mail triggers. For example a trigger can
be used to target customers who have not
completed a purchase and have abandoned
their shopping cart. Analysing why customers
have abandoned their cart can be analysed to
see if there are recurrences of the same user
behaviour which may mean that the checkout
process requires a modification or clarification.
PURCHASE HISTORY – Marketing material can be
tailored according to previous purchases with
the use of offers for similar or related products
or services.
INTERESTS|NEEDS – Adding an interests and
needs category to a customer’s profile provides
a great insight into a customer’s preferences for
certain brands and their likes and dislikes,
allowing you to target your marketing according
to these attributes. This can also be drawn from
the customer’s purchase history (see above).
RE-TARGETING – When a customer hasn’t
visited your site for some time (e.g. no visits in
the last 3 months) marketing material can be
targeted at bringing back these customers
based on the history of items previously
purchased.
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All data has a value. As a business you will have
information on a range of past, current and
prospective customers. You may already store
this information in a list or database;
alternatively you may hold lots of customer
information in a variety of forms – sales reports,
customer lists and simply notes on businesses
that you may have spoken to at some time in
the past. This data is vital to your business, as it
provides a repository of information about what
interested these businesses – the services you
offered, whether these customer engaged with
you, why these businesses chose you and
conversely why prospective customers did not
follow through and become engaged, valued
customers.
Data segmentation is the process of dividing a
customer base and grouping them by areas
such as demographic, location, interests and
spending habits, amongst many others, but also
most importantly in terms of the revenue that
those customers generate and the costs of
maintaining those relationships.
Without this valuable information, a business
can waste considerable time, effort and money
in targeting their marketing resources at
unprofitable customers or potential customers
that will not be converted into sales. It is also
vital in retaining customers, knowing what they
want and how they interact with their clients.
Data segmentation allows you to analyse
customer data in different ways, and customises
the message to your target market. However, key
to the successful segmentation of data is a clear
definition of the areas that you want to analyse.
Making your data
work for you
Call our data specialists
today on 020 7873 2476
or click here for more info…
Mining for gold with robust Data
Segmentation