Accurate, detailed customer profiling is key to creating a marketing strategy that works.
This idea is nothing new. But, the digital age made it easier to calculate a whole host of additional variables accurately.
Find out more about the range of factors you should be calculating in order to launch targeted marketing initiatives that can help increase promotional ROI.
Key customer profiling factors
All of these factors will help you build a complete picture of your customer base as a whole, and create targeted marketing materials based on customers’ individual traits:
Address
Finding out where your customers live and what the local demographics are can help you tailor your services and reach out to new customers.
An address can tell you how close customers live in relation to existing branches, and what their socio-economic status might be. Couple this with information on their place of work, and you can also predict their regular commuting route.
Use this information to:
● Predict customer value and interests
● Place ads in the right locations
● Incentivise customers to travel to your branch over a competitor’s
Get this information from sources including company loyalty card accounts and online accounts, census data or geotagged data.
Age
Age gives you clues to factors that are useful for marketing:
● Types of product customers might be interested in
● How much disposable income they may have
● What marketing platforms (e.g. billboards/social media) and techniques might
be effective
Acquire this information from loyalty card and online accounts, census data or social media.
Household income
Income is a key marketing metric that tells you:
● Which products or services customers are able to purchase
● Whether investing in targeted marketing might generate positive ROI
You can estimate income using a combination of loyalty card or census data, the customers’ address, occupation and purchasing history.
Family status
Family status – whether a customer is single, married or married with kids – will determine:
● What customers are likely to buy and when
● How much of their estimated income might be classified as ‘disposable’
● What types of marketing materials and messages they might be receptive to
Find out about family status using loyalty card and census data, as well as previous purchasing history.
Purchasing history
Purchasing history includes factors like types of products purchased, regularity of purchases, time and location of purchases.
By identifying these variables, you can provide highly targeted marketing materials that enable you to:
● Incentivise them to travel to a branch
● Offer deals specific to their interests
● Dispatch marketing materials at relevant times (such as during their commute)
● Predict what products they may purchase next
● Ensure there’s adequate stock to cater for their needs
Glean this data from the customers’ loyalty card and online accounts, as well as geotagged data.
Attitudes
Learn more about what customers think about your products/services and other related topics. Or, find out how your product/service is described within a specific geographical area.
This will help you:
● Gauge receptiveness to your brand
● Adapt your products/services for specific demographics
● Provide marketing resources in line with their interests
Gather this data using customer feedback and social media analysis.
Combining all factors
Once you’ve gathered all this data, you need a fast and effective way to draw actionable outcomes.
Location intelligence software – such as Periscope® – enables you to calculate all these variables simultaneously and plot your findings on your own corporate, secure version of Google Maps.
Discover how to launch targeted marketing campaigns based on highly accurate customer profiling with Periscope®.