Customer Data Maturity: Moving Beyond Demographic Data to Behaviors and Predictors

When it comes to sending sophisticated, personalized messaging campaigns, the quality and depth of your customer data is going to drive everything. If your data is comprehensive and organized in a way that’s accessible to your marketing team when they need it, your cross-channel messaging results will likely reflect the work and resources you put into that. If not, though, the likelihood is high that you’re lagging behind your competition when it comes to delivering campaigns that your customers look forward to seeing in their inboxes and on their phones.

So what if you have a good deal of customer data, but there are gaps that are preventing you from executing the level of strategy that you want? Our recent webinar with AnalyticsIQ looked at how their data asset can help you fill in those critical gaps, allowing you to know your customers better than you ever have in the past. And the better you understand who your customers are, their desires and motivations, the more targeted you can be with the messages you send them.

Here’s a look at the three main ways we discussed about how a tool like AnalyticsIQ can help to enrich the first-party data you have in order to enhance your capabilities as a marketing team:

Who are your customers?

The first step toward customer data maturity is knowing who it is you’re talking to. What is the demographic data, not of this list, but of each individual you’re messaging? The more you know about them, the better your ability will be to build campaigns that are relevant to them and their particular interests.

Adding to your demographic data can go a long way to helping you get started down that road. Here’s an example of the power of using the right tool for this approach:

“This particular insurance company, they wanted to offer pet insurance to their insurance customers,” said Scarlett Shipp, AnalyticsIQ’s Chief Product Officer. “So what we could do is overlay this information and say, of our dog owners, what is the profile of this consumer? And we found, mainly, this was single and divorced females with no children. From there, we looked at the data deeper and we said, this is basically an affluent profile. They have disposable income, and they absolutely love their pets. So it’s a person who likes to post pictures of their pet on Instagram, etc., and that is the population we need to target and message appropriately.”

What do your customers do?

After learning more about who your customers are, the next step can be to get a better idea of your customers’ behaviors. What are their hobbies? How do they spend their time? This information can tell you a tremendous amount about what sorts of products they might be interested in, and what their buying habits will be.

“We want to layer on top of (demographic data) with who we know our customers are, and then what their interests are,” Shipp said. “Because the travel company wants to match the right location and travel experience for their customers. If we just look at avid exercisers, we can see where they like to travel. Is it domestic, international? Do they like to go on cruise ships? And we know that we need to link them with travel experiences. That includes excursions, hiking, biking, etc.”

What motivates your customers to buy?

It all builds to this: what will motivate your customers to click or go to the store and make a purchase? And, going further, what will encourage them to come back to you time and time again, to become a loyal customer for your brand? This is where the data really has to be able to dig deeply into the person in order to be able to make informed predictions of their buying choices.

“On this particular one, we want to look at spontaneous shoppers,” Shipp said. “What we know about this type of person is you need to give them an offer with a discount and a short turnaround window, and they get immediate gratification from this. But if you were to give that same type of offer to conscientious spenders, you would not have success because these are customers that tend to be very loyal to you. But they also need to take time to make decisions. They want to look at customer reviews, money-back guarantees, the quality of what they’re buying. So we would message them completely different and make them that type of offer.”

How does this work with a customer engagement platform?

When you’ve done the work to get to know your customers as well as you can, there’s still the challenge of accessing that data and getting the messages out the door. And layering the two on top of each other in your martech stack can really unleash the power of your data to make it work better than it ever has.

“The combination of our platform, with customer data sitting in the brand’s own database with highly elastic, modern data infrastructure and an AnalyticsIQ process to enhance that data and enrich it enables the brand to be even more personalized and sophisticated, to surprise and delight the consumer,” said Walter Rowland, MessageGears VP, Growth. “That’s really what it’s all about. And that leads to higher loyalty, higher retention, higher share of wallet, you name it.”

To learn much more about how data enrichment can help you realize the full potential for your customer data, you can watch the full webinar here.