ETIP #54

Who are your best customers? Let the computer tell you – with customer profiling!

Who are your best customers? Let the computer tell you – with customer profiling!
I was in a meeting recently and someone asked me, “What do you think our target age group is?” My answer was, “It doesn’t matter what I think; the computer can tell us.” They buy more. They click-through more. They tell you what they want and how to communicate with them. They are your best customers. You know that understanding the key drivers behind response rates, purchase decisions, and customer value can help you improve direct marketing performance and cut costs. So how do you find more prospects just like them? Customer profiling is the answer. With a sampling of your customer list of recent purchasers, you can create a profile of your customers as a group, across up to 28 key demographic, behavioral, financial and lifestyle characteristics. It statistically profiles them quickly and generates a customized market penetration analysis. Each demographic overlay reveals more information about your customers, so you can market to them — and new prospects — more effectively. With a customer profile, you will come away with a much better understanding of who purchases your products, as well as the insight you need to find more just like them. If you don’t know much about your customers, this is a great place to start. Once you’ve had a taste of the success of a customer profile, you may want seconds. Upgrade to a custom consumer model that can look at over 1,800 characteristics, helping you target new prospects – more precisely, too. In learning more about your customers, you may learn more a little about yourself, as well. Did you know 40-year-old pet-lovers who live in condos are big fans of your brand? Well, you just might find that out.