Understanding and Segmenting Your Customer – Part I

Every marketer knows that half the battle of getting the message on target is getting the customer profile right…. 0r do they?

In the modern age of marketing, too many marketers build very general profiles for their target markets in the hope that they will get a higher return on their marketing message. Sadly, this is not the case and most messages end up being wasted on people that are either not able to afford the offering or not interested in it at all. When your marketing is untargeted, you may as well just light your marketing budget on fire because it has the same result.

In the next two presentations, we will help you to understand your customers and learn how to properly profile and segment them so that your marketing message and activities deliver results for the brand, both in the mind and at the bottomline. In the this presentation, we will discuss the different types of customers and their characteristics, along with building an understanding of how to segment our market for more effective results. In the second lecture, we will learn how to build a proper customer profile based on demographics, psychographics, habits, interests and behaviors. These are both a lead up to the Customer Lifetime Value discussion that will be the third presentation of the series. Continue Reading

The First 10 Metrics – Part III

This is the last presentation in the First 10 Metrics series. In the past two presentations, we laid out the basis for why we using analytic marketing to quantify our marketing activities. Additionally, we covered a number of metrics that will help you with the non-financial metrics that help us understand the effect to brand, awareness and other items.

With this presentation, we start moving towards the financial metrics, which will be covered in the following weeks. In this presentation, we cover take rates, acquisition costs, demand generation marketing and the marketing scorecard. Each of these help you to understand that success of the marketing campaigns for costs and returns.

In the next presentation, we will delve into understanding the customer over a series of 2 presentations, which will move into the discussion about calculating Customer Lifetime Value.

If you have any comments or queries, please post them below.