Marketing is about reaching the right customers at the right time, but how do you do this?
The information you already hold may tell you something about your customers, but without the right analytical tools you won’t get actionable sources of customer insights. The insights I’m referring to are the types that can analyse customer behaviour, predict purchases and help you to better understand those who are using your services or buying your products.
Many businesses have so much data in so many different places they simply don’t know where to begin when it comes to using it correctly in marketing.
Here are our tips:
The first thing to do is to centralise all your data so its visible in one place. Then it’s all about giving your data a customer persona or a human face which will characterise the data. The following information is very useful to have as it enables you to target market more specifically:
- Average income
- Marital status
- Geographical location
- Where they source information
- Buying influencers
Understanding a customer’s buying influence will allow you to tailor your marketing touch point. For example, you have a customer who only usually buys when there is a sale on, so he abandons the shopping at checkout when there are no offers. By offering him a discount if he continues to check out might just get him to reconsider.
Understanding your data better enables you to tailor your marketing so it’s reaching those who are more likely to buy.
If your data doesn’t deliver results why not book a free trial of NEO and see what you can uncover.
Tel 0800 009 6167 or click here.