When creating a profile of customer identity, it’s important to identify what it is you really need to know – what’s critical to your business. For instance:
1. Karen is married, has 2 children, lives in the country and reads Home & Country.
2. Karen has always purchased from your catalogue as soon as it arrives. However she has not made any purchases from your latest catalogue.
An organisation that wants to target a specific customer group with a product aimed at married ladies who live in the country would see the first profile as highly relevant. However, at GB, we believe that marketers need to look more closely at their customers’ profiles and identify behavioural identity to really maximise all opportunities. Behavioural identity drives real-time marketing; understanding the profiles that make up your customers’ identity – demographic and behavioural - will enable more responsive and effective marketing.
Profiles of customer groups, such as those outlined above, can be useful aids when planning the creative treatments for a campaign. But it is vital to analyse the identity data that underpins the chosen customer profiles to ensure the creative messages really hit the mark.
Comparative profiling of one customer group against another highlights key differences in their identity profiles and becomes a highly valuable tool for targeting, enabling the development of customer scorecards or propensity models.
GB helps you identify your most valuable customers and differentiate the needs and preferences of each individual, enabling you to:
- Develop a highly refined targeting and contact strategy;
- Better tailor the creative to the audience for maximum response rates
- Improve your return on investment by increasing the lifetime value of each individual customer
Why not view one of the demos below for a detailed presentation on how our flagship product, U4C, can deliver targeted profiling to support an automated contact strategy in sectors such as travel & leisure, financial services or retail. Simply select one of the sector demos below to view a short video clip:
Travel & Leisure
Retail
Financial Services