Lists: Shatter the Crystal Ball
● Social media listening data: This data can form a new resource. New opportunities are created by analyzing billions of postings to thousands of social media and blogging sites, allowing you to "listen" to what consumers are saying about your company, your products, your competitors and your industry. It can help you understand how different prospect segments view your products and help you craft offers and messages that resonate. These conversations (and the attitudes, values and interests they reveal) can be linked to individuals to help you learn who is saying what, how much influence they have (through Klout and Kred scores), and which are your biggest advocates.
● Traditional survey-based data: Improvements have been made by data providers to offer more flexibility, versatility and depth. Today, survey data covers a wide range of consumer interests and attitudes, and even reveals purchase intent and aspirations.
3. Consolidate the Data to Amplify Segmentation
Once you have identified data sources, match them with your customer data and analyze the expanded data set for actionable segmentation criteria. A nuanced analysis will reveal purchase affinities, values, interests, hobbies and other attributes of your best customers to help narrow your prospect universe to people with similar qualities—people who are more likely to purchase.
You might also discover significant segments within your customer base. For example, one marketer we work with discovered two distinctly different segments in the customer base through psychographic profiling. One segment was ready to buy without research and went straight to brand sites. The other, less decisive group started with third-party sites offering reviews and pricing guidance. These insights enable you to tailor campaigns and messaging to respond more precisely and effectively to different purchasing interests and information preferences.
4. Put Your Findings to Work
Once you have a better-defined psychographic picture of your best customers, you can target additional prospects who share their characteristics. Options for targeting individuals are no longer limited to direct mail and email. Online display advertising can be served to specific individuals—allowing you to lift response to a direct mail campaign with targeted display ads to the same individuals.