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Data4sales en_v1.2
This document discusses how unlocking the power of customer data through personalization can create a better customer experience. It explains that consumer behavior has changed and customers now have more information and access, so the only sustainable advantage is knowledge of and relationships with customers. Personalization is presented as a way to better understand customer needs and increase satisfaction. Why personalization matters is shown through various statistics about higher transaction rates, engagement, and purchase likelihood. The importance of customer retention is highlighted through retention rate and profit impact statistics. The document outlines the key steps of data collection, segmentation, and personalization. Different types of customer segmentation are defined. Finally, it presents how segmentation can be used to accomplish business priorities through personalized actions like acquiring customers, retaining
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Data4sales en_v1.2
- 1. Unlock the power ofdata to create a personalized experience for your customers. UNLOCKING THE POWER OF CUSTOMER DATA
- 2. 2 Consumer behavior has changed Weare living the "Consumer Age". The product is not the most important reason for a sale to take place. The customer has quick and easy access to information, can buy over the internet and various other channels. "In the Consumer Age the only sustainable advantage is the knowledge and relationship with the customer." Customer behavior in the past Customer behavior today
- 3. 3 Personalizing the customer experience Personalization isa means of meeting the customer's needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits. Using customer data to better understand and segment your customer base Using Analytics to predict customers future behavior based on past behavior Identifying the best customers Focusing on products and services that meet the best customers needs Developing targeted marketing and sales activities
- 4. 4 Why Personalization Matters Personalized emails deliver6 times higher transaction rates. Source: instapage 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. 80% of shoppers are more likely to buy from a company that offers personalized experiences. 59% of customers say that personalization influences their shopping decision 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant. 81% of consumers want brands to get to know them and understand when to approach them and when not to. 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.
- 5. 5 The importance ofcustomer retention by the numbers 80% Of the revenue comes from only 20% of its existing customers, but 80% of marketing costs go towards acquiring new prospects 60 – 70% Probability of making a new sale for an existing customer, while for a new prospect the probability is 5-20% 25 – 95% It is the increase in profits when you increase customer retention rates by 5% 82% of customers stop buying from a company for dissatisfaction 33% Is how frequent customers spend more than new prospects 74% of clients consider the recommendation of other customers as the main motivator for a purchase decision Acquiring a new customer is 5 to 25 times more expensive than maintaining an existing one Sources: Gartner Group / Harvard Business Review / Marketing Metrics
- 6. 6 Taking the Right Approach DATA COLLECTION SEGMENTATION PERSONALIZATION The keyto segmenting and personalizing experiences is having solid customer data. The richer your data, the better your audience will understand and the better the segmentation and personalization based on this data. After collecting valuable data, you can begin to analyze it, looking for interesting correlations between groups and segmenting customers by demographic, psychographic, common interests and behavior in interactions. Personalize individual journeys, tailor offers or promotions, generate recommendations, etc. THE OPTIMAL EXPERIENCE CUSTOMER EXPERIENCELEVEL
- 7. 7 Types of Customer Segmentation DEMO GRA PHIC BEHA VIO RAL PSI COGRA PHIC GEO GRÁ PHIC • Values •Attitudes • Interests • Lifestyles • Motivations • Priorities • Purchasinghabits • Spendinghabits • Buyerstatus • Brandinteractions • ZIPcode • City • Country • Radiusaroundacertain location • Climate • Urbanorrural • Age • Gender • Income • Location • FamilySituation • AnnualIncome • Education • Ethnicity WHY? WHAT? WHEN? HOW? WHERE? WHO? How do your customers differ from each other and how can you adapt to those differences? Segmentation allows marketers to approach individual marketing or hyper personalize each individual's content. When grouping contacts, segmentation makes personalization more manageable.
- 8. 8 Transforming business prioritiesinto personalized actions Acquire New Customers Retain your most valuable customers Increase revenue for existing customers Reduce customer acquisition and retention costs Improve customer experience Question What is my ideal customer profile? Who are your most valuable customers? What is the next best offer? Which customers are likely to buy again? Which customers are unhappy and at risk of churning? Segmentation technique Cluster Analysis RFM / CLV Association Rules Regression Analysis NPS Survey Personalized action Find the right prospects Promotions / Offers Cross-selling Target the right Customers Meet customers expectations
- 9. 9 Our Methodology 3 Exploratory data analysis 4 Segmentation 5 Targeting Data4Sales provides a CustomerData Platform and Consulting Services that enable companies to implement Customer Personalization 1 Customer Data consolidation 2 Data enrichment
- 10. 10 It is notnecessary to import sensitive data from your customers (eg e-mail, telephone). For segmentation, only categorical data (gender, age group, city) will be used. If you prefer, your data can be stored in your own infrastructure, as long as there is the possibility of external access We provide our infrastructure for the storage of your data. They will be completely isolated from other customers and protected by security tools. Data protection
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