Build Better Segments With Data
Data can tell you a lot more about customers.
We live in a world of data. Every customer you have offers a little more about themselves, slowly evolving into a detailed picture of how they interact with you. That kind of relationship, where you learn the ins and outs of how someone works with your company over time, is called “progressive profiling,” and while it’s handy on a personal basis, it’s also important to the big picture. In fact, as you learn more about individual customers, you’ll often be able to use progressive profiling to create better segments.
Profiles Tell Tales
Companies start with a sort of home-field advantage with progressive profiling, because there’s only a limited number of ways customers can interact with you. They can buy products, they can send you emails, they can opt into push notifications, they can follow you and like your posts on social media. Depending on your approach and industry, you might form a closer relationship with them beyond the data points, but in terms of raw data, there’s a strict range on what they can give you.
That tends to create patterns of behavior over time, as they return, click links on notifications, watch demos, and keep buying. Auto parts companies, for example, can quickly determine which make of car garages they work with repair the most often, because they keep getting orders for parts for specific makes or from specific manufacturers. You can guess these patterns to some degree; as they discuss their needs with you, you’ll see that reflected in the data.
These patterns are rarely so unique that you can fit your customers into specific categories, which is where push and market segments come in. Once you better understand what your customers need, you can begin customizing their notifications to those needs.
What are your customers telling you?
Progressive Profiling And Push
It’s important not to be too invasive. We rarely notice how much we’re telling others about ourselves when we shop online. It would be easy to deduce that a man buying diapers, a cradle, and maternity clothes has a new baby on the way. By observing colors, you could even deduce the baby’s gender. But it’d be pretty creepy to walk up to a total stranger and say, “When’s the due date for your boy?”
Think of how Amazon approaches this. Often they’ll say “we noticed” a theme to your past purchases, and they use that to offer up products you might be interested in. For example, if a customer buys the same item at roughly the same time every month, you might push them that you’ve noticed this and you were wondering if they’d be interested in a recurring order, or perhaps a bulk purchase? Position it as that you’re being an attentive company, not that you’re spying on them.
Most importantly, segment based on value. What do your customers tell you they want, over time? Consistency? Fast shipping speeds? Personal touches? Understanding why they shop with you tells you how to better value their business, and they’ll appreciate it. Customers, above all, want to be heard and understood, and careful progressive profiling lets you achieve both.
Want to see the power of progressive profiling and push in action? Get a free trial of Pushnami!