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Better Together: Use Attitudes, Demographics and Behavior to Improve Results

December 16, 2009 By Richard Bolton, Ph.D, And Sarah Pease Darilmaz

Attitudinal data drives the segmentation, telling you how to communicate with your customers. Behavioral data and demographics improve the targeting to just those customers who are most responsive and likely to buy.

Used in combination, attitudinal, demographic and behavioral information also provides enhanced strategic insights and help you improve product positioning and market intelligence. Varied information used together leads to better targeting to grow customers and increase your bottom line.

The Data Combo in Action
Let's look at a hypothetical example:

Company: Furniture Store
Segment: Home Fashionistas; values high-end products
Attitudes: Prefers to research online, buy in-store due to online shopping security concerns and touch/feel product before buying; also likes new styles and premium fabrics
Behavior: High-value purchases, high frequency, all purchases made in-store
Demographics:  Suburban, within 20 miles of a retail location, high household income, female, ages 45-55

You may find an attitudinal segment within your survey that describes a customer always on the lookout for the latest designs and fabrics. Projecting this segment onto your customer base reveals other like-minded customers. Look at past e-mail campaigns to this segment to discover the behavioral, geographic and demographic attributes that drive purchases at a local store through e-mail response. Next, develop an e-mail campaign that mentions new products added to the collection or fabrics that she needs to see in person to drive her into the store. You can see that isolating one data type over another leaves some part of the segment profile unanswered. Your ROI will be negatively affected if you talk to customers with these attitudes who don't live near a store, or who aren't likely to purchase.

Richard Bolton, Ph.D. is associate director and Sarah Pease Darilmaz is senior strategic analyst of the strategic consulting and analytics group at KnowledgeBase Marketing, a data-driven marketing solutions firm based in Richardson, Texas. They can be reached at (972) 664-3600.


 

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do


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