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

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