Date post: | 07-Aug-2015 |
Category: |
Data & Analytics |
Upload: | sleeping-giant-media |
View: | 26 times |
Download: | 3 times |
Copyright © 2015 RightSize Solutions Limited.
Unlock The Power of Your Customer Data
Speaker: John Woodrow
Copyright © 2015 RightSize Solutions Limited.
Why Customer Data is Powerful
2
Understanding Your Customers - Relating Commonalities
Demographics – Location, Gender, Age Psychographics – Personality, Values, Interests
Buying Habits What When
Mobile Phone Example – ‘Middle aged businessman vs. teenage girl’ Same product very different usage patterns. You would target a data and text plan to the teen girl. Voice plan to the middle aged businessman.
Copyright © 2015 RightSize Solutions Limited.
New Business
3
High Margin
Medium & Low Margin
80/20rule
Copyright © 2015 RightSize Solutions Limited.
When Targeting Goes Wrong
4
The Children's Society has apologised 'wholeheartedly' and now admitted the letters were among several sent to the wrong people after employees tried to target 'well-off individuals'.
Reputational Damage to your brand
Copyright © 2015 RightSize Solutions Limited.
The Problem with Customer Data
5
Poor Data Accuracy Incomplete – gaps Out of date – data erodes up to 8% per quarter
Limited Depth Missing key information
Lack of Usability Different formats Different places
Copyright © 2015 RightSize Solutions Limited.
Working With Your Customer Data
6
What do I want to know
Poor Data Accuracy Best practice data quality process Internal customer refresh External refresh – matching and replacing
Limited Depth Hidden Information Ask for more information at the right time Buying in additional information
Lack of Usability Technology has the answer – Single Customer View
Copyright © 2015 RightSize Solutions Limited.
Case Study – Single Customer View
7
3 different data sources
3 different formats
Data appending
Visualised in a single view
Segmentation
Targeting
Copyright © 2015 RightSize Solutions Limited.
Want to Learn More?
8
Free customer data guide available at www.rightsize.co.uk/free-customer-data-guide/
Get in Touch [email protected] 07909 527 570
Follow @WoodrowJohn Subscribe to our Newsletter at www.rightsize.co.uk