The time has come for retailers to put their most valuable tool to work; their data.
You’ve broken your backs to get it, and great bounty lies within it. So why for the love of Pete do so many companies allow agencies to provide perceived target audiences, using pre-packaged, off-the-shelf segmentation solutions? The bottom line is this – only your data holds the truth about your customer’s personality and behavior.
Combing through your company’s transactional data is the only way to unearth the unique idiosyncrasies your customers exhibit. A custom analytics approach shifts companies away from pre-built segmentation solutions and identifies custom created audience profiles. Remember this old saying? Close only counts in horseshoes and hand grenades.
There’s a better way to do things differently. A way to think, a way to generate potential customer insights, and a way to dissect data to activate strategy in every way possible. Our proprietary tool, Custom Target Connection, leverages the depth and breadth of multiple data sources to develop comprehensive profiles and models. Through the process of connecting and appending datasets to your brand’s database, your highest value customer is flushed out of the bushes.
Data is the key, but you have to know how to make your data actionable. Understanding what drives your highest value customers is what delivers the success you are ultimately seeking.