How is a complete customer analysis achieved with a painterly picture of who the customer actually is?
The most common way to measure their marketing performance is through Google Analytics. These performance measures are often put in relation to KPIs such as Cost Per Click and Cost Per Aquisition and then provide answers to what the company gets paid per activity, but rarely answers to customer quality. This makes these figures difficult to translate into knowledge that can be used to build long-term customer loyalty.
Google Analytics does not provide a complete customer analysis and therefore does not show a painterly picture of who the customer actually is. It does not show what the customer does when they do not visit the website or shop by the company. What customers’ other interests? What does their lifestyle look like?
If the customer lives in a villa, loves yoga and has interior design as a great interest. Or the customer lives with a partner in the middle of town in a tenancy with children and works as a carpenter. This has a big impact on how and what the person is receptive to marketing. In other words, who the customer is when it does not shop with you gives a descriptive picture of who it really is and how it behaves. This shows how companies should market themselves to customers as how people behave is clearly linked to their lifestyle, needs and ability to consume. Numbers and clicks are not enough to produce the descriptive image.
How can you then get this picturesque picture of who the customer really is?
By matching customer data with market data with descriptive variables, it provides a painterly picture of customers so that they are not just a number or a click, but a person and their lifestyle. With this information, it is possible to identify which market segments are most important to the company, which is exactly what Strategic Audience Map did for one of our satisfied customers, Fello:
“Strategic Audience Map allows us to identify relevant market segments, segments that we would not have identified otherwise.”
Knowing who the customer is is the first step to finding the most important customer segment and to knowing how to reach out to those who are similar to your customers. By knowing who the current customers are and which segment they belong to, you can then focus on targeting potential customers in the same segment to get more customers and grow as a company. These insights about the customer are actionable in all types of media; display, programmatic, print, odr, adr, social and search, so that the company can really reach the right customer with the right message. Thanks to this, marketing can be streamlined, which in turn creates growth.
Strategic Audience Map is a service that matches internal data against market data in the form of Mosaic ™ Lifestyles – the leading market segmentation in the Nordic region. Strategic Audience Map analyzes your web traffic, your digital campaigns and your customers in a simple and flexible way, and creates insights that you can use in your marketing and customer activities.
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