How Well Do You Really Know Your Customers?

How Well Do You Really Know Your Customers?
SHARE
THIS



Do you really know who your customers are or are you just relying on clicks to figure out who’s accessing your business? Vinoaj Vijeyakumaar from web analytics firm Sparkline says it’s not just about clicks anymore.

Marketers today struggle to put a ‘face’ to their online customers; instead they measure ‘clicks’ as a way to track customers and behaviours. Businesses need to use technology and strategies to move beyond ‘clicks’, to begin to develop a clearer picture of who their customers really are.

In the past, the problem of measuring online behaviour was the inability to distinguish anything beyond the clicks, akin to ‘Prosopagnosia’, a cognitive disorder where one is unable to recognise faces. The technology has now evolved and it’s much easier to start the ‘distinguishing’ process, to segment audiences and to create customised conversations, rather than using traditional blanket marketing messages and brand experiences.

There are five things brands need to be able to do to keep their customers.

1. Use Google Analytics Demographics & Interests reports

Google Analytics provides marketers with demographic and interest reporting capabilities. These reports identify the age, gender and interests of users, generating meaningful demographic reports, helping marketers make sense of customers and their preferences.

Marketers can identify their consumers, observe user behaviour, and evaluate how they interact according to their respective attributes (e.g. male versus female).

Tracking through audience segmentations allows businesses to see session duration, engagement, order value and other information. Once audience segmentation has begun and behavioural patterns begin to emerge, it’s time to probe deeper into the metrics: gender, age, bounce rate, e-commerce conversion rate and affinity reports. With the data in hand, it can be used to support business objectives: reallocate marketing spend; enhance engagement; raise sales; increase profitability.

2. Build a picture of your customers with this data

Let’s look at an example of matching specific marketing messages to behaviours and gender. We used this approach with a travel client. The client’s data showed that while females were more engaged and visited the website more frequently during the purchase process, males were converting at a much higher rate. This travel brand was able to use this information to start segmenting its strategy and messages to these two groups – targeting the males who want to purchase fast by optimising the online booking flow, while creating themed packages for the females, based on their research search patterns and interest.

3. Identify your most valuable customer types

Moving beyond gender, businesses can establish interest categories based on how their prospects or customers search the web. Customers can be segmented into affinity categories – ‘Movie Lovers’, ‘Travel Buffs’, etc. While a business may associate itself with a certain category, their top spenders may in fact be of a different affinity category. All of a sudden a brand knows its most valuable customers and what they are interested in. Businesses can use this to create products that people actually want, based on real, customised data sets. This information opens up a world of options.

4. Engage them

One of the ways companies can engage audiences through tapping on affinity categories is by attracting new customers by advertising in the segment’s sphere rather than in the company’s own segment. For example, advertising a new mobile phone with awesome GPS on travel sites rather than tech sites; or offering free movie tickets with phone plans on movie sites. Beyond marketing and messaging, what about product development? Marketers should think about expanding this digital knowledge into offline contexts. In-store promotions and store layouts can be modified to fit changing human traffic flow and customer base. Another step could be social logins and surveys for customers to interact with the company and brand.

5. Integrate data from your social login and survey systems

Allowing customers to use their social logins to log on to your system gives you access to their basic personal information – with their approval. Some of this information includes their interests, activities, hometown and such to give you a better understanding of where they are from, as well as customising messages to them.

Tools like Qualaroo provide quick surveys to understand why customers visit your site or choose to leave your site. The tool then breaks down the visitor statistics to show you which sources are bringing you the right customers, as the survey answers reflect the source the visitor comes from. For example, if most visitors from a particular site indicate that they are not interested in your site’s content, you would most likely want to strike the site off your future advertising plans.

In today’s digital society, marketers must understand how to use web analytics to better understand customers and maximise revenues. The reality however, is that although marketers are aware of the importance of analytics and are equipped with some web analytics tools, many, if not most, are unable to translate their data into useful insights.

This is not just a ‘retail’ problem. Across the board businesses struggle to instil data-driven decision making and implement actions based on information. Having the right KPI-based framework to choose the tool sets and start interpreting the data is key.

Vinoaj Vijeyakumaar is the managing partner and co-founder of web analytics firm Sparkline.

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]