Data. Data. Data. It’s everywhere and nowhere. The internet has stormed into the show and taken it over, providing marketing professionals with a pile of information on customers. It’s changed the way we work, we communicate, we fall in love, and – especially in the last 2 years – helped us stay home, still get Nandos, and binge watch our favourite shows.
With all this data, it’s lucky that we have the computer power and ever-improving technology to support us analysing it. When once it was a poor marketing manager slumped over some numbers to figure out how next run a campaign, we now have teams of data scientists focused on creating insights.
Segmentation customers – and future customers – has become increasingly complex, built out with more, and more, (and more) data sets, especially with the recent dramatic increase in e-commerce. Instead of just knowing Mrs Smith bought a candle (from the White Company no doubt!), but we also know she got distracted for 30mins looking at new bed linen, she bought towels last month, and spend £150 on baby clothes in the past year. All this information provides a brand with enough data to segment Mrs Smith and provide her with a far more customised experience.
This all sounds great, right? We’ll what if you have TOO much data? Not just on one customer, but on all your customers. A problem that many of us who started in marketing 10+ years ago, never thought we would have.
As we get overloaded with data, then the segmentation becomes far too mechanical. The customers last action tending to become the focus. And with just transactional data, segmentation ends up being one dimensional. That’s no way to run your UX.
So, what’s the solution? To build a 360-customer view, that’s more than just customers spending habits, with complementary data, which gives you the granular segmentation and insights that you need.
This is what gets us excited. By using AI (smart computers, trained by smart people), combined with brands data, and our exclusive data, we help brands not just know their customers – but understand their customers. We all love it when brands provide us with an amazing customer experience, which is why we want to help every brand deliver this. Because not only does it improve the world we live (and shop) in, but with customer-centric businesses being 60% more profitable we get to see the businesses we work with thrive.