Digital Marketing : Building Customer Profiles using Navigation and Sales Data
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1) Customer profiling involves collecting data about customers to segment them into groups based on common traits and behaviors in order to send targeted marketing messages through tailored campaigns across channels. 2) It is important for businesses to move away from spray-and-pray marketing approaches and instead get to know their customers through profiling in order to enhance the customer experience and send relevant messages. 3) Effective customer profiling relies on selecting the right key performance indicators, creating single customer views, ensuring sufficient data, measuring campaign effectiveness, and understanding how customer groups interact with competitors over time.
Digital Marketing : Building Customer Profiles using Navigation and Sales Data
- 1. PROF VENKATESH GANAPATHY ASSOCIATE PROFESSOR PRESIDENCY BUSINESS SCHOOL
- 2. CUSTOMER PROFILING • Data, online analytics and proliferating channels – imperative for a business to understand its audience and segment its customers in new ways • Spray and pray approach – messages sent out en-masse, untargeted and non-personalized • Refined approaches to marketing - enhance customer experience • Brands - what is right for customers by knowing who they are, their location and preferences
- 3. • Consumers generate more data but also are demanding better service • Messages to customers must be relevant • Customers need to be grouped based on common traits and behaviors • Segmentation – tailored marketing communications across channels to specific customers • Creation of bespoke campaigns Customer Profiling (Cont’d)
- 4. • Selection of the right KPIs – revenue per customer, email responsiveness, product mix and purchase channel. • Creation of single customer views - A single customer view is an aggregated, consistent and holistic representation of the data known by an organisation about its customers that can be viewed in one place, such as a single page. • Ensure data is sufficient and strong. • Segment customer groups to right-target your customers. Elements of a customer profile
- 5. • Create a rich picture of these customers on and offline (and your competitors’ customers) so you can target them. This will ensure that campaign messaging, channels and locations are relevant. • Cross-channel campaigns must focus on selected customer segments • Effectiveness of the campaigns must be measured over time by each customer group. • Keep track of changes in your competitors’ customers, spatial trends concerning where your best customers are and where they interact with you Elements of a customer profile (Cont’d)
- 7. • Understand your audience and their needs better • Increase effectiveness of advertising efforts • Brand can define a clear set of messages and imagery for specific customers to improve customer experience • Results of profiling when embedded cross-functionally will enhance interactions between a company, existing customers and prospects • Service and product development teams will greatly benefit from the insights Benefits of customer profiling