This Data’s Got Game
Combine database research with primary consumer research for a richer picture of your customers
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• Sales channel: Understanding which customer segments prefer to shop by which channel and why helps define strategies to convert single-channel users to more profitable multichannel users. We can determine which segments are underrepresented and how to increase share of wallet.
• Demographics: Studying the generational differences of your customers can show the path to being relevant to younger customers. Variables or filters — such as time on the job, position and income levels — often correspond with different decision-making processes and purchasing cycles. Understanding these differences informs marketing, copy, promotional and contact strategies, and ultimately affects response.
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