Imagine that you had to buy a birthday present for your significant other . Obviously, you could ask them what they want – but often the problem is that they don't know what they want and prefer to be surprised (at least that's how it works with me). Traders may find themselves facing the same impasse. It would be nice to have a more complete customer profile , but you can't ask them for anything. Not all customers are willing to provide information, and they certainly don't update their profile every time they change their email address or product preferences. However, a behavioral analysis is able to overcome this by providing all sorts of signals and clues that can be converted into data from inside the database. Consider the following signs and actions:
Website visits Creating an account Content Download Purchases Opening and clicking on e-mail and newsletters Request a demo Use a mobile app Contact with customer service No signs of life for an extended period Consultation of the FAQ section and tutorials on the site Fortunately, a residential address is able to reveal a lot of information , such as income level, age, climate, and likely interest in the product being sold. Starting from what I refer to as pillars Image Masking Service of segmentation , a home address has the predictive power to offer demographic, psychographic and even behavioral information (such as the benefits sought in a product or the intensity of use). Key data for customer experience Research by Econsultancy indicates that much of the most important information comes from listening , not asking. The retailers surveyed assigned the following priorities to the most important factors in getting to know a customer and the context of the user experience :
Purchase Recency (40%) Current digital behavior (39%) Place and time (36%) If you want to know how email marketing will evolve, you need to look back before you look forward. The key to email marketing has always been reaching the right people, but that concept is changing. In fact, it is reinventing itself thanks to the recognition that Person + Profile + Goal = Performance . The quality of an audience is largely determined by the completeness of user data available to the business, as it contains key information for segmentation, such as purchase intent. Personalization: a case study A good example comes from the case study of the American brand Heirlume (source), a jewelry company whose basic idea is to help inexperienced husbands choose the right jewelry for their better half without having to expose it to ask for too much information - and without missing their target. It is an approach based on proper profiling and segmentation . Heirlume endeavors to invent alternative means to facilitate the choice, while being based for example on the colors of the clothes which one finds in the wardrobe.