With access to such vast amounts of data it requires thoughtful and consistent analysis of where and how you can collect ‘meaningful’ data and use that to better understand and market to your customers.
By better defining the aspects of your customers’ behaviour or profile then you are able to measure and analyse better ways to engage and ultimately sell more to them.
The most meaningful customer data:
Key factors that set your customers apart from the pack – what makes your customers tick, what influences them, how do they make decisions, how do they speak, where do they hang out and when, what devices do they use.
Customers’ real time behaviour
Referral source – from your website to social media platforms track where your customers are coming from. If the first contact is a phone call or email don’t forget to ask them how they found you. Include capturing this data on your contact forms.
Customer service records – by keeping comprehensive customer service records you will have data that represents your personal relationship with that customer; their concerns, complaints, feedback preferences, tastes, style…all of which will have you to better your customer service and provide exactly the right product/service for your customers. It can show what you are doing right and where you can better serve your customers.
Personal tastes and preferences – sales history and even abandoned shopping carts offer a wealth of insight into your customers’ personal tastes and preferences and this, in turn, offers opportunities to convert missed sales opportunities and retarget.
Website activity & social media usage – from the type of device they use, when they browse, how they speak/interact/engage, to the exact posts and website pages that most interest them – this data will show valuable information about any gaps in your offering (where they are clicking off, what posts they don’t engage with) as well as what works for them (so you can offer more and increase traffic, conversions and referrals).
Comprehensive contact information – obtaining comprehensive contact information will, yes, allow you to maintain contact but think beyond that – it offers geographical data, an opportunity to offer special promotions in birthday months and just better communicate.
Demographic information – one of the oldest forms of customer data and yet still one of the most meaningful. Demographic information will allow you to create customer profiles and personas and target your marketing more specifically to their wants, needs and desires. There’s no point promoting a couple retreat for Valentine’s Day if your demographic information reveals that the majority of your customers are single!
The sheer amount of data on customers today is overwhelming and somewhat daunting but if you break it down into relevant, useful pieces and focus on the most meaningful it can open up and vast range of opportunities to market more effectively to both current and potential customers.
If you need help shifting through the data to find what’s of most value to your business and your brand, contact your local branding specialist Liquid Creativity team.