Data Points for Insightful Marketing and Personalized Customer Journeys

As your business expands and acquires new customers, a wealth of siloed information about those consumers slowly builds across the enterprise. However, that data does little by way of the bottom line unless you aggregate it into a foundation for marketing ingenuity and a pathway to building deep customer insights. Here you’ll discover specific metrics and key data points to refine your marketing efforts and create personalized customer journeys for maximum returns.

Customer Profile Essentials: Purchase History and Frequency

Purchasing frequency data and a detailed purchasing history are critical for a modern, consumer-centric marketing strategy. Integrate this data into your trigger-based email marketing campaigns to increase the likelihood of customer spending, create more reliable spenders, and generate timely, relevant promotions for the products that modeling suggests they are most likely to pursue.

Purchase History

Tracking purchases gives your business a multitude of upsell and cross-sell opportunities. Follow up major purchases with history-validated offers for warranties, popular accessories and refillable or replaceable maintenance items. While some correlations in purchasing might be common sense inferences, don’t skip unusual but significant, historical purchase pairings. You’d hate to miss the sale of a fire extinguisher simply because nobody could predict the one-in-twenty correlation with outlet adapter sales.

Purchase Intervals

Repeat customers are a gold mine for marketers. Spin up custom incentives and cross-sells around the intervals that suggest they are primed and ready to shop—particularly if they purchased products that require periodic replacement. Build campaigns which promote refills before the consumer is pressed by necessity to find them. You’ll be saving them effort in managing their lives, and, by catching their need early, you can shorten their spending interval for increased ROI. Not only that, but a predictive campaign limits market competition by presenting your brand before they enter the marketplace in search of a solution.

Attract and Retain Customers with Psychographic Data

Psychographic tendencies—the attitudes and interests of customers—are another measure marketers must track. Thanks to the power of social media, tracking psychographics can be done in much finer detail than before.

Facebook

Facebook is the largest social media network in the world, with over 1.86 billion active users per month. Within each profile users publicly share their hobbies, favorite sports and interests at work and home. These details are a resource for marketing efforts that enable you to understand your customers. Use these details to tailor your offers toward products that meet their interests.

Twitter

Twitter also offers a considerable amount of psychographic information on users. In Twitter analytics, users can access high-level information on their followers and others who interact with them. This information includes followers’ interests, themes in their tweet content as well as categorization of the accounts they follow.

Saved Shopping Carts and Wish Lists

Customers regularly create wish lists and save shopping carts, adding items that they want to buy—only to later abandon them. These relics of past customer journeys are invaluable. If customers frequently revisit these items online, it may speak to a need for a lower price point or micro-targeted promotion. Experimentation with these borderline shoppers can net you increased sales and help tailor future prompts for checkout over time.

Website Tracking

Not all website visitors will buy the first time they visit a store. However, these visits don’t have to be lost opportunities. It is important to track website visitors and note which products they look at more closely while browsing, and could include browsing across multiple devices. Use account web tracking and detailed website behavior data to learn their interests—even if they didn’t buy. From there, marketers can customize a promotion involving that product, and speed the buying process.

Explore More Insights with Your Data

Interested in how account web tracking and integrated customer data can help power your marketing strategy? Contact us today to experience TouchCR’s rich customer profile building, and see how 80 different data points can help to identify your best customers, customize their journeys and increase their overall spending.