Analytics Blog Pt. 2

Those who implement direct marketing measures have the aim of delivering their advertising messages as targeted as possible and without losses to the desired target group. Those who then rely on an individual and not just personalized customer response, increases the response and increases their chances of a sustainable customer dialogue immensely.
 

WHAT IS THE INDIVIDUAL CUSTOMER RESPONSE? WITH CUSTOMER ANALYTICS

Every customer base analysis begins with matching. That means we search for your customers in our databases kbCONSUMER, kbBUSINESS or kbBUILDING. Thanks to over 7.6 million Data sets of private and 950’000 company addresses for analysis purposes, our matching rates are enormously high.

For a clear and successful target group definition, or in the analysis called «Clustering», you can enrich your existing customer data with countless criteria. Do you want to know what level of education your customers have? No problem. Or what about family status or life cycle? Of course, you can also enrich your existing data with geographical information.

Here are some examples of our kbCONSUMER criteria:

- Age
- Civil status
- Purchasing Power Class
- Educational status
- Professional status
- Life Cycle
- Number of children
- Housing and house owners
- Sinus Environment
- City/Agglo/country
- Prosperity of the community
- …

Thanks to all these criteria, you get a clearer picture of your customer. And the more comprehensive the customer knowledge, the more targeted you can group people into a target group. Adjust the image world and tone according to the needs of the target audience and choose the appropriate channel for your communication.

Or you can use this in-depth knowledge to create Personas. These are user models and represent the goals and needs of the target group. Personas are endowed with a name, a face, a function, a career and a private life. They have motivations, goals and behaviors. They have preferences and expectations. These user models allow you to change your perspective better. This enables you to respond more empathically to the needs and expectations of your customers and to adapt the communication individually.

Do you work in B2B? Then add your data with useful information about the company and the contact person. Also in B2B, an individual conversation pays off, the response we noticeably increased.

Here is an excerpt from our kbBUSINESS criteria catalog:

- Year of establishment
- Legal form
- Industry by Noga
- Market groups
- Number of employees
- Annual turnover
- Size class
- Function of the contact person
- Corporate affiliations
- …

There is another advantage with clustering – THE LOOK-A-LIKES

After the analysis, you already know your customers very well. What about a potential of individuals or companies that are very similar to your existing clientele? We are sure that we will find the right look-a-likes for you. This increases your chances of successful lead generation and new customer acquisition enormously.

As mentioned, our databases contain a wide range of records. In our kbCONSUMER database alone, we have 7.6 million Datasets. More private addresses can be obtained from no other provider in Switzerland.

Have we aroused your interest? 
Then get in touch with our Head of Data & Analytics Roger Dobler. He likes to advise you. Roger is an expert in Advanced Analytics and Data Driven Marketing. He also has an in-depth understanding of Data Science, Digital Marketing and Business Intelligence. With over 20 years of professional experience in dialog marketing, he is the specialist in our industry.