Demographics, Psychographics, Socialgraphics—Uniting Divided Customer Profiles
Demographics have long been used to create lists, though this can no longer be the sole means of gathering data and parsing customers. It takes more. Looking at the psychographics of a customer will provide companies with a more complete view. Psychographics look at more than just a location, age or gender; they look at variables such as attitudes, personality, lifestyles, interests and values.
For example, knowing that a mom of two children younger than five drives a minivan, shops at a local discount store once a week and likes to use coupons regularly can help a marketer target said mom with the most relevant offers and weekly discounts. What’s more is that there may be several more customers who fall in the same category. Placing these customers in the same list, it is easy to target them based upon the psychographics. Establishing behavior traits like this that suggest an individual target will respond positively to your next campaign can help select candidates who might be very different when viewed based upon demographics.
While psychographics provide a better view of a customer, a new level of data has been introduced, which incorporates social media data—sometimes referred to as socialgraphics—and helps give marketers an even more comprehensive view of the customer. This type of data captures attitudes, characteristics, behavior and motivations of customers online. Since the data from social networks consists of fields, which users grant permission for brands to use, customers have a higher expectation that communications will be tailored to them.
Social data truly brings customer data to the next level and, when paired with demographics and psychographics, marketers have a more complete view of a customer and can build lists that draw on all three to indentify targets who are highly likely to be interested in the offering in question.