Do You Really Know Your Customer?
Your brand team might think it knows what your ideal customer looks like, but it’s exactly that: an ideal. Your perfect customer might exist, but narrowing your marketing focus because of an idea may keep you from connecting with real customers. Without an accurate picture of your real customers, your marketing resources might not go to the right places.
Being able to capture data is part of doing business in today’s world, but that’s not enough. Depending on the source, capabilities and sophistication of your data collection, the information on which you’re basing your marketing efforts might be incomplete. Investing in analytics tracking can give you accurate data that helps you understand your customers’ needs.
Removing Bias From Your Analysis
The people analyzing data and the method they use to read it can make a difference in how that data gets used. Resources are at a premium, so analytics teams may be stretched thin, and “business critical” projects get most of the marketing efforts. If you’re a marketing analyst, you could produce your own insights, but this is only sustainable in the short term; your analyses will be influenced by your goals as an individual as well as performance, rather than the business as a whole.
Analytics tracking also may help with bias from your customers. Data can paint a more accurate picture of customers’ true activities, whether they don’t recall their habits correctly or choose to conceal them. Collecting information on the ways people live their digital lives can help you provide better service and build your brand.
A More Complete Customer Profile
Customer data can be fragmented, thanks to diverse platforms, which can make driving your business forward a challenge. Marketers can have a hard time gaining accurate information on their clientele when consumers watch videos, listen to music, shop and get their news from different platforms. Data can give you a more complete picture of your consumers’ behaviors by following their online lives across different devices – down to the ads they’ve seen and their real-world travels. An internal tracking team can help you put together a complete customer picture, as can third-party sources of information that might have knowledge that could aid your marketing efforts.
Filling in the Blanks
Link trackers and other ways of capturing data can help you know where your customers are going online and what they’re doing while they’re there. There are hundreds of different profiles with different information that can help you create accurate pictures of your consumers and what they do. When it comes to understanding your customers, “what” and “how” are only parts of the question. You need information on “why” they do these things, to engage with your consumer base.
Why customers do things, spend money and stay loyal to businesses is about emotion. Tapping into that can help you improve your marketing. Surveys are ways to collect information on emotions or other behavioral explanations, which provides insight into why customers take certain actions. Once you have information on what your ideal customers want to see, where they’re most likely to see it, and how it makes them feel, you can strengthen your marketing efforts.
Analytics Tracking From Claravine
With so many kinds of data from different sources, it may be hard to get your campaign’s big picture. Finding a partner to help you organize and manage your data can help produce insights you can use right away. Claravine will help you get more complete marketing data to support your brand. By utilizing Claravine to create, classify, and validate campaign tracking codes, you can spend less time, money and effort on your analytics, and more time using your data to make your campaign a success. Contact us today to learn how we can help you get to know your customers.