Knowing everything about your customers is not as beneficial as knowing exactly what you need to know about your customers. The lives of Marketers are not getting easier, they are in fact becoming more difficult. The biggest value that understanding your customers and their subsequent behaviors provide a business is the ability to prioritize what you focus on and who you focus on.
Having the luxury of knowing:
- What you focus on (the business impact)
- Who you focus on (the type of customer)
- Informs what Marketers do (the activity)
The missing link in aligning the subject of your focus, the activity and it’s corresponding business impact is the contextual detail behind that customer’s actions. We believe a succesful data model combines...
- Customer profiling measures
- Considers the purchasing lifestyle (consumer) or business environment (B2B) that shape the behavior of customers
- Actual customer buying behavioral data (sales data)
- Historical Sales, Marketing & Customer Experience KPI’s
Data Deep Dive
We identify all the places where relevant and useful data is locked within silos throughout your organization and bring our customer-centric approach to a deep-dive analysis of all of your historical sales and marketing data performance.
We then build a new data model based on a collection of common customer attributes and segment them into logical groups most important to your business.
We map your historical sales data against your personas to determine the real (sometimes hidden) monetary value of each. This provides both marketing and sales with a highly focused list of high-value targets to develop an integrated customer acquisition and retention program.
See Customer One for more information.
Data Gap Analysis
We identify gaps in data and data quality and develop a strategy to solve the problem.
We share our findings with your leadership team and help align sales and marketing with the customer goals identified in the new data model.
We ingest all your raw data where it lives in your various systems and begin to model it out—using key customer attributes and KPIs to power our analysis.
We present our findings and help you prioritize your sales and marketing spend on the target segments most likely to fuel your company’s success.