Product category:
Database management, list services
News Release from: Cartogen Marketing | Subject: database profiling
Edited by the Marketingservicestalk Editorial
Team on 11 September 2007
Know your customers and grow your
business
Many companies are sitting on a wealth of information that could vastly improve their business without even realising it.
Some businesses keep a customer database without any real idea of how to use it effectively The truth is that the customer database is one of the most important tools in the marketing mix
This article was originally published on Marketingservicestalk on 5 Dec 2007 at 8.00am (UK)
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Brighton-based consultancy Cartogen has launched a new database profiling service, which aims to release the full potential of any company's stored data.
Using EuroDirect's Cameo profiling system, Cartogen is able to give clients a clear indication of their customers' lifestyles and behaviour.
Whereas previously customers would have to provide a lot of personal information about themselves in order for firms to draw any meaningful insights, Cameo only requires a postcode.
As well as the usual demographic data, Cameo provides crucial lifestyle and behavioural information.
This makes it simple to segment customer types in terms of leisure activities, holiday destinations, newspaper readership, internet usage, brand preferences and much more.
Once customers have been classified by postcode, Cartogen can provide the locations of similar consumer types.
This information can then be used to target marketing activities such as direct mail or local advertising.
A clearer understanding of customers' attitudes and preferences can also be used to broaden product ranges, set prices or form partnerships with other companies where there may be common interests.
There is more to the process that simply identifying who the customers are, it can also be invaluable in prospecting potential new ones.
Analyses can be carried out to show why seemingly compatible consumer groups are not purchasing a firm's particular product or service.
Actions can then be taken to make the offer more appealing to those consumers, increasing both sales and the customer base.
Once a company has a clear understanding of their customers, they are better able to cater for their needs, and locate more like them.
Keeping existing customers happy while gaining new ones is a simple recipe for success.
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