Customer profiling and qualification based on external data
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The document discusses how external customer data can be used to better profile and qualify customers. It provides examples of how a retailer can use external socio-demographic data to better target high-income customers for premium brands, and how a fashion retailer can use address verification data to identify customers and offer open invoice/post-paid options. External customer data combined with online data can help personalize engagement, boost dialogue, recognition, and interaction, and enable smarter business decisions.
Customer profiling and qualification based on external data
- 1. Customer profiling & qualification based on external data Regis Verschueren Product Marketing manager Bisnode Belgium
- 2. Customer engagement Today’s CUSTOMERS expect MORE Personalization Dialogue Relevancy Customization Recognition Interaction
- 3. Online advertising Sources:marketingland.com & thedrum.com
- 4. Most e-commerce organisations haven’t fully recognized the value of external Marketing data Acquisition Efficiency= Online Data Cookies Google Analytics Marketing automation Socio- Demographics Shared info + External Marketing data Go further than your On-line data only
- 5. DATA = Addressability at scale (AAS) 1. Internet : cookie & device id 2. E-mail : e-mail address 3. Post : name & address 4. Phone : number 5. Personal id platform 6. Internet of things knowledge identification well known unknown identifiedanonymous
- 6. Example 1: Retailer who wants to BETTER TARGET HIS CUSTOMER BASE Question: Online retailer wants to propose premium brands towards high income customers. Today he knows his customer behavior but don‘t know if they would have the commercial potential for high end brands.
- 7. Example 1: Electronic goods retailer wants to BETTER TARGET HIS CUSTOMER BASE Solution: Based on existing online profile: e-mail, name & adress the retailer use webservices to consult the Marketing profile Database Mosaic: a socio-geographical/demographical classification of Belgian consumers. Statistical data on income, house, neighbourhood, age, lifestages,…
- 10. SEGMENTS
- 11. Example HIGHLIFE
- 12. Example 2: Fashion retailer who wants to OFFER OPEN INVOICE (POST PAID) Question: The German based Fashion retailer wanted to offer open invoice to his Belgian customers. This is why the Fashion Retailer needs to identify his customers The identification is also necessary for avoiding returns because of not existing addresses.
- 13. Example 2: Fashion retailer who wants to OFFER OPEN INVOICE (POST PAID) Solution: With pushing the order button Deltavista receives a request with name and address and via webservices to Bisnode, Deltavista checks the matching of the given address with the address available in Bisnode Belgium referential database. Deltavista delivers either a traffic light or the allowed payment method.
- 14. Exemplary process Check out DSP One Plattform Onlineshop Onlineshop Payment Methods Qualify Deltavista Decision Bisnode Mosaic Code Road 65 Fill in customer information e.g.: - name, surname - address - email-address - date of birth - registration number
- 15. Conclusion: Give a boost to your Customer engagement knowledge identification well known unknown identifiedanonymous External Marketing data Personalize Be relevant Customize Boost: •Dialogue •Recognition •Interaction
- 16. DATA WEENABLEOURCUSTOMERS TO MAXIMISE SALES, MINIMISE BUSINESS RISKS SMART BUSINESS DECISIONS AND TAKE Correct Actionable Agile