Determine which data is relevant to your business and objectives: demographic, behavioral, interactional, transactional, etc.
The process of gathering and analyzing detailed information from existing data sources to gain in-depth understanding of the socio-demographic characteristics, purchasing behaviors, customer journey, interests, and preferences of your customers.
An optimized digital strategy takes into account the fact that each individual is unique, with their own behaviors, interests and aspirations. Each company needs to steer its own strategy, implementing actions dedicated to each category of customer, prospect or visitor.
That's why it is imperative to define the typical profile of each segment in order to achieve highly effective customer targeting. This is known as profiling.
When done thoughtfully as part of an audience strategy based on tracking, profiling offers numerous opportunities to reach your target audience through the concrete data it enables you to collect:
By knowing your customers well, you can tailor your messages and offers to meet their specific needs and establish a closer bond.
You understand your customers' buying behaviors, identify pain points, unmet needs and opportunities for improvement in their purchasing journey.
Data profiling enables you to segment your audience into specific sub-groups based on their characteristics and address them with more relevant messages and offers.
You'll have the information you need to make strategic decisions based on opportunities, campaign effectiveness and resources.
By understanding your customers' needs and preferences, you can develop and improve your products, for example by proposing distinctive, innovative features or offers.
The Importance of Personas
Defining your personas is a highly valuable step as it can have a very positive impact on your conversion rate and return on investment (ROI). By targeting the right people with the right content, we can optimize your budget.
Moreover, when buyer personas are combined with the stage of the customer lifecycle (i.e., where someone is in your sales funnel), they also allow you to map and create highly targeted and personalized content, creating a less invasive push marketing approach.
To establish a reliable audience profiling, it is essential to set up a tracking plan (LINK to sub-page) beforehand and configure your various channels to collect data on visitors.
Ensure that you track data from all your channels (such as social media platforms, websites, etc.) in order to have a cross-channel overview, as the audience can vary from one communication medium to another.
Then, it's worth analyzing the data sprofiling according to the stages of the sales funnel to understand whether there's a correlation between conversions and visitor profiles, in order to take the necessary corrective action.
Track all insights in dashboards, which will also allow you to monitor the evolution of your visitors' and customers' profiles over time, based on the different marketing levers (campaigns, ad placements, SEO strategy, etc.) that you activate.
From a holistic perspective, an effective and useful profiling strategy relies on the following seven elements:
Determine which data is relevant to your business and objectives: demographic, behavioral, interactional, transactional, etc.
Opt for an efficient data management system to organize, structure, and securely store customer information.
Use analysis tools to explore collected data, identify trends, patterns, correlations and relevant information.
Divide your audience into homogeneous segments based on relevant criteria to personalize your marketing actions.
Customize your communication by segment, adapting messages, offers, content, and channels to increase your impact.
Strictly comply with GDPR and FADP regulations to ensure data privacy, confidentiality and security compliance.
Customer data evolves over time, necessitating regular updates to customer profiles and adjustments to your strategies.
Data and Privacy Protection
Ensure compliance with data protection regulations such as GDPR. Obtain appropriate consent from customers to collect and use their data.
Implement security measures to safeguard personal information, such as encryption protocols, firewalls, access controls, and other methods to protect data against unauthorized access or security breaches.
Together, we determine the profiling objectives to be achieved and identify the most relevant data to be collected according to your objectives.
We gather available data from relevant and reliable sources, ensuring the security of the data.
The data collected is then analyzed and segmented into homogeneous groups based on specific criteria.
We make informed, data-driven decisions around what content to address, so that we can ensure that communication is personalized to the profiles established.
We determine the specific objectives to be achieved through your data profiling strategy, this helps to ensure that they are clear, measurable, and aligned with your overall business goals. This in turn contributes to:
At the same time, we identify important data to be collected, such as:
We implement a clear process for collecting data from various sources such as your website, mobile applications, social media platforms, marketing campaigns, customer surveys, contact forms, etc.
We ensure that the data collected is from reliable and high-quality sources to fuel your profiling strategy.
IMPORTANT: Ensure that data is collected reliably, accurately, and in compliance with the applicable regulations.
We rely on a data management system to securely store and organize customer information, which may involve the use of databases, Customer Relationship Management (CRM) systems, or other data management solutions.
Additionally, we verify:
Once the data is collected, we use data analysis tools to extract valuable insights from the collected data.
Segmentation enables you to personalize your marketing actions, for example by adapting messages and offers to the specific needs of each segment.
Note that customer preferences and behaviors evolve over time, so it's essential to regularly update customer profiles. Keep collecting data and updating profiles to stay current and keep your personalized marketing actions relevant.
Once your audience has been segmented, we can make operational and strategic decisions to guide your marketing actions in collaboration with your team.
For example, we can personalize:
Personalization increases the relevance and impact of your marketing actions.
You would be mistaken to overlook its benefits!
Regularly assess the effectiveness of your profiling strategy by measuring results and performance. By identifying areas that require adjustments or improvements, we can make the necessary modifications to optimize your strategy.
Continuous evolution and adaptation ensure the long-term relevance and effectiveness of data profiling.
Our digital marketing agency in Geneva transforms profiling into an effective tool that enhances your marketing processes while building strong relationships with your customers.
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