That's because the target customer buys exactly when the marketing campaign is truly effective. This is done by drawing and imitating perspectives and customer profiles.
Dam Mass Mailing is replaced by its market "surgical" campaign with specific customers with precision using technology that is currently available. Today, it is possible to gather vast amounts of information about customers, but to use it effectively, use it in "profiling" and "modeling".
Both of these techniques are methods of applying external data to possible clients. Mail to existing customers for prospects business or zero that can be used. The goal is to predict behavior based on what you know about your customers.
These two methods are not mutually exclusive and marketers often use them together. Therefore, the existing customer database, long-lived, while overlaying profiling data. It can be used for some mailings, in contrast modeling is used to sharpen the focus of a particular mailing.
Profiling starts with the premise that you do not want to deal with individual customers, not with customer segments. Divide your customer segment into customers who share similar preferences and purchasing habits. Then use demographic and behavioral information to create a useful snapshot of the customer.
Data from alternative sources to this perception perspective from your existing customer database to be aware of things like purchase frequency, buying habits, responses to marketing offers, and repeat purchases To buy Use all this data to divide the customer into clusters that share purchasing characteristics.
Clearly, the additional cost of profiling and modeling is a mailing project. You may wonder why you should not stick to the old method of "Recency-frequency-monetary" (RFM) analysis. The reason is that in order for RFM to function effectively, it needs data about the client's buying habits, which is to scrape! It only works for your existing customers and is not a use of finding potential customers.
Easy-to-use, easy-to-use, easy-to-use, easy-to-use bonds.
1. Rising postage costs.
2. Computer to calculate piles of data rapidly.
3. High quality customer data available.
In the past, direct marketing can be mailed to find 400,000 40,000 strong markets (average was 1 out of 10 shipments). A dramatic increase in the cost of paper and stamps has made such an act very expensive.
Today's computers can do millions of calculations per second. This analysis data pile can be considered.
High quality customer data is more available today and there are more sources available to get it than ever before.
The result is that you can afford to do many of the few crunch before spending penny on stamps. In addition, weeds are expected to be nothing more than names and emails.
Customer profile:
• Affinity Profiling – an analysis and product for current shopping habits customers. Knowing what type of product a particular customer is purchasing constitutes an "Affinity Matrix" that shows you related products that stimulate more sales from him / her.
* Demographic and psychological data are also used for profiling. Demographics show that the client is driving a 29-year-old, unmarried, male who earns $ 45,000 and a 2-year-old Lexus. Psychographic data suggest that a single young person buying a state symbol car is an excellent prospect for other highly visible condition products Two types of data in a combination of yield customer profile person marketing and To say the latest mobile phone.
• It is used to improve life encoding, but is basic demographic information. Simply put, people in a particular demographic category may have similar hobbies and other interests.
• A tool build customer profile that is also useful for mapping. Census data, terrain information, geographic coordinates, and zip code + 4 zip code data maps that can be color-coded to the consumer's particular characteristics in a particular area
• Cluster coding is a feature of people's life with popular grouping. Remember to hear the solution of the words "City Up-and-Comers, and White Bar Pile Enclosure" used to describe the market segment? These are known as "clusters" and each is given a score according to wealth, social status, activity, and aspirations.
• Create profiles of solid demographic lifestyles and other data that can use survey data and do it. For this reason, it is application, investigation, credit history by application form from customer collected directly. This gives you more personal portraits of customers than census data or demographic data.
Today's direct marketers have become more of a "surgeon" than a "shotgun hunter". It is no longer cost effective to shoot at 400,000 prospects, get 40,000 customers and slice and dice data with computers today
0 comments:
Post a Comment