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Your database is one of your most valuable assets. Either from a sales, marketing or customer service standpoint, your database contains important information for all your business units.
Although, if you let it sleep, your database is nothing more than a big box full of names. But, how can you transform it into the pot of gold that it actually is? Try profiling, segmenting and personalizing.
Client profiling helps you differentiate your consumers according to their behaviour, interests, demographics and more. Maybe you guessed it already: client profiling is the key to efficient personalization. It helps you deliver the right message to the right person, at the right time. Profiling is also the foundation of segmentation as each specific attribute can be shared by a group of contacts and therefore, can help you divide your database into clusters.
Segmenting is actually dividing your database into clusters based on specific attributes shared by different contacts. Groups or clusters will evolve from a campaign to another depending on the selected attributes.
You can segment based on demographics, for example, to define where to invest the bulk of you media dollars or where to send your direct mailings. But segmentation really proves its efficiency once you add a behavioural or transactional dimension. Once you regrouped your consumers based on purchase frequency, average order value, lifetime value or promotion sensitivity, you will learn more consumers than you think have similar behaviours and purchase triggers when you stimulate them. Birds of a feather flock together!
Personalizing is adapting the content of a page, an email or a communication to the user’s preferences. It is the cornerstone of relational marketing as it is where you start interacting with the consumers in order to stimulate him to purchase or engage while ensuring his satisfaction AND making sure you stay efficient. But as we mentioned earlier, no profiling? No personalization.
Acquisition, engagement and client retention goes hand in hand with a well-managed and up-to-date database. To discuss your business situation with an expert, contact us.
To learn more about TECHGLOBAL, our relational marketing tool, click here.
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