Lists: Shatter the Crystal Ball
You can also use these insights to improve other communication elements, tailoring your creative and message, modifying ad placements or search keyword buys, or even modifying your product line.
Whichever channels, vehicles and messaging you choose, be sure to design your marketing program to test the insights you gained, whether in list selection, offer, creative or other dimensions. Testing will only improve your psychographic targeting—and deliver even better results in your next campaign.
Lisa Rea is vice president of marketing intelligence for KBM Group, a Richardson, Texas-based customer engagement agency and marketing service provider specializing in customer intelligence. Reach her at firstname.lastname@example.org.