The Simplified Guide to Customer Insight

simplified.pure360.com

ContentsCapture demographic data

ݬ Demographic worksheet

Capture multichannel behavioural and transactional data…8

ݬ Behavioural & transactional worksheet

Connect your data in a central hub…

ݬ Collate data worksheet

Segment your data

ݬ Segment worksheet…19

Set up automations

ݬ Automate worksheet

The customer insight process

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Print worksheets

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2Behavioural

1Demographic

3Collate

4Segment

5Automate

The Challenge: To send out highly relevant and targeted campaigns you need to fully understand your customers. This requires you to gather intelligence from multiple sources to gain insight into who they are, how they behave and what they purchase. However, with so many data points and so much intelligence, fully understanding this data can be daunting.

“I know we are collecting data on our customers, but this sits in so many different departments that it seems impossible to view it and gain any intelligence, nevermind use it in campaigns”

The Solution:To gain an actionable view of your customers you need to ensure you are gathering the appropriate intelligence and collating it into a centralised hub, making it easy to view, manipulate and understand. Only then will you understand the types of campaigns that are relevant to specific customers.

In this guide you will learn how to: - Capture relevant demographic, behavioural and

transactional data

- Collate this data to gain insight and intelligence into your customer base

- Create actionable segments with this data to group customers based on similarities

- Use these segments to send out highly relevant and timely email automations

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1Demographic

1. Capture demographic dataThe first step in understanding your customers is to capture essential demographic data. This will offer you insight into factors such as gender, age and location which should be taken into consideration when personalising or segmenting any email campaign.

Demographic data can easily be captured, here are some tried and tested ways:

Web formsWeb forms are the perfect place to start collecting demographic data. These can be used to capture data at the point of account creation or checkout, newsletter sign ups, downloadable content and webinars.

By offering something for free to encourage users to hand over their demographic data, users are often more willing to give a larger amount of information.

Quizzes and competitionsQuizzes and competitions are a fun and engaging way to capture demographic data. They work particularly well when you are offering the entrant something in return, such as a prize or even a quiz result.

In fact, if a prize is being offered entrants will be far more willing to fill out lengthy forms, so you will be able to make these as tailored to your data requirements as possible. Take advantage of this opportunity and be specific!

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Social mediaSign up forms on Facebook allow fans to sign up to your newsletter or email updates directly through your Facebook page. By using specific features such as Facebook Data Capture the forms will be pre-populated so that users don’t even have to enter their information. This creates a simple user experience, whilst ensuring that you have access to the most reliable and accurate data possible.

Use social media to not only capture basic demographic data, but also information on vocation, hobbies and their own social network.

OfflineUtilise offline stores, trade shows, exhibitions and promo events to collect data when interacting with customers who are engaging with your product or service.

Consider using scanners, ipads or even paper forms to collect data when offline. You will want to keep these forms short however, as customers will often be time-scarce in these instances and less willing to fill out lengthy forms.

Mobile devicesMobile data offers information about the type of device which the recipient is often using and at what time of day. This provides a strong indication of how engaged they are and the type of message you should be sending at what time.

For instance, users accessing communications on a mobile phone will usually be on the move and will want communications which are image as opposed to text heavy, and will often revisit to convert when they are on a desktop.

To do: □ Note the demographic data which you currently have access to

□ Decide if that is what you require

□ If not, note the demographic data you require and how you can collect it

□ Brainstorm how you will collect this dataFeature focus

Use quizzes and competitions to grow your demographic data and email list by 20% with Pure360 Viral Promotions.

2Behavioural

3Collate

4Segment

5Automate

The Simplified Guide to Customer Insight simplified.pure360.com

1Demographic

Worksheet 1 - Demographicݬ 1. Note down the demographic data you currently collect

1) Gender

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4)

2. Note down the demographic data you would like to collect

1) Marital status

2)

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3. Brainstorm campaign ideas per channel to collect demographic data

1) Web forms: Offer discount codes when customer sign up to your newsletter

2) Quizzes and competitions:

3) Social Media:

4) Offline:

5) Mobile:

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2Behavioural

2. Capture multichannel behavioural and transactional dataOnce you have collected your demographic data, you should begin capturing behavioural and transactional data, which offers a more insightful view into your customer’s online activity.

Behavioural data offers intelligence on the specific behavioural patterns of your users, allowing you to increase the relevancy of your emails. Transactional data on the other hand offers intelligence not only into the frequency of purchases that your recipient makes, but also the types of purchases.

Browse dataBrowse data provides you with intelligence into how users are behaving online. For instance, there could be specific products which the user frequently views on your site, or even types of pages, such as support or certain topics.

By gathering this data you can tell what your recipient is interested in; whether that be a product type, or information around certain topic of feature that you offer.

Browse data can be collected via behaviour monitoring tools such as Pure360 Behavioural Targeting, Ecommerce platforms or web analytics.

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Purchase dataPurchase data takes insight one step further than browse data, by looking at the product and downloads that the user actually completes. This could include frequently purchased products, abandoned products or topics of guides/whitepapers that are frequently downloaded.

Similarly to browse behaviour, this can be collected from web and browse monitoring tools, Ecommerce platforms, finance and invoicing systems, in-store purchase data and booking/reservation systems.

Email dataBy collecting email data you can establish the types of emails which generate high or low open and click through rates as well as the time of day that these emails perform well, or perform badly.

Email data can be collected from within your email platform, specifically within the reporting section.

Feature focusCollect and monitor real-time behavioural data to send highly targeted emails with Pure360 Behavioural Targeting.

To do: □ Note the behavioural and transactional data which you currently have access to

□ Decide if that is what you require

□ If not, note the behavioural and transactional data you require

□ Brainstorm how you will collect this data

1Demographic

3Collate

4Segment

5Automate

The Simplified Guide to Customer Insight simplified.pure360.com

2Behavioural

Worksheet 2 - Behavioural andݬ transactional1. Note down the behavioural and transactional data you currently collect

1) Abandoned basket

2)

3)

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5)

2. Note down the behavioural and transactional data you would like to collect

1) Browse behaviour

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3. Brainstorm how you will collect this data

1) Browse behaviour - via systems such as Pure360 Behavioural Targeting or using web analytics

2)

3)

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3. Connect your data in a central hubOnce you have collected a wealth of demographic, behavioural and transactional data, you may be feeling a little overwhelmed. Don’t worry, this is perfectly normal and there are some steps you can take to begin to collate and understand your multichannel data:

Know where you want to beBecause you are likely to be dealing with a large amount of data, it is sensible to take a step back and look at what you want to get out of it. This will allow you to focus on the data which will help you reach your goals, instead of being distracted by information which isn’t relevant.

Where possible, try to quantify the benefits of focusing on specific data. This will help you to achieve buy in and participation from other departments and individuals, which is very important for our next step.

Get the right people involvedCustomer data is usually owned by various individuals and departments throughout the company, as well as sitting in different systems.

Therefore it is integral to identify these data holders and begin getting them involved in your project. You may require access to their data for our next step, so getting these individuals on board is very important.

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Collate data into a central hub To start understanding this data we highly recommend you collate it into a centralised hub. By doing so it will be far easier to view, absorb and pull out any intelligence.

Systems such as Pure360 Customer Intelligence allow you to do exactly this, making our next step far easier!

Look at your dataOnce you have collated all of your data you can now take a good look at it to see if there are any gaps which could stop you from achieving an overall view of your customer base. By identifying gaps you can look back to how you are collecting your data and focus on gathering more information to give you a fuller customer view.

You will then be able to continually improve your data capture strategy, to focus on the data you really need and filter out that which you don’t.

Feature focus:Pull customer data from multiple sources and collate them into a centralised, data hub with Pure360 Customer Intelligence.

3Collate

To do: □ Decide what you want out of your data

□ Liaise with relevant people and get them on board

□ Collate data into a central hub

□ Identify any gaps in data and fill them with the help of our worksheet

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The Simplified Guide to Customer Insight simplified.pure360.com

3Collate

Worksheet 3 - Collate dataݬ 1. Note down the five main things that you want to learn from your data

1) Popular products my customers are viewing

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3)

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5)

2. Note down the people who hold this data and liaise with them

1)

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Liased?

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The Simplified Guide to Customer Insight simplified.pure360.com

3Collate

3. Look back to question 1. Can you answer these questions with your data? If not, note down what the data gaps are and how you can fill them?

Question Gap Solution

1) Popular products my customers are viewing

Lack of website browse data Implement software such as behavioural targeting to track browse behaviour

2)

3)

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4. Segment your dataNow that your data is collated in one centralised place, it’s time to gain some insight and intelligence from it.

You can do this via segmentation, which is the practice of dividing your customer base into groups of individuals which share similarities, such as age, gender, spending habits etc. You can then talk to these groups in an individual and highly relevant way.

Segment by demographic dataAs mentioned previously, demographic data is essential to target your customers. It is typically easy to collect, so you probably have lots of it! Here are some ways that you can segment that data:

Gender and age segmentsThese dictate the most appropriate products and services that you should promote, as well as appropriate language.

Location segmentsThese segments will allow you to refer to local events, landmarks or stores.

Sector segmentsThese allow you to refer to the sector and industry which companies are in.

Example segment using demographic data: Send email to female customers who live in Manchester.Promote the opening of the new Manchester branch of your women’s clothing store.

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Add behavioural dataBy adding behavioural data you can increase the relevancy of your communications. Consider using behavioural data to build the following segments:

Lifecycle segmentsThis refers to the stage a consumer is at in the buying cycle, it dictates the appropriate language, products and services that you should promote.

Engagement segmentsThese segments refer to the frequency that the recipient visits your site and/or uses your products or services.

Benefits sought segmentsThese are particularly important as benefits sought help you determine the reason why the recipient uses your products or services.

Example segment using both demographic and behavioural data:Send an email to businesses who are in the events sector but outside of the UK and who are engaged with your website. Promote your new international services when growing your pyrotechnics offering internationally.

Now add transactional data, and combine all three!By using transactional data you can encourage repeat and related purchases. Some tried and tested segments are:

Purchase recency segmentsHow recently a customer purchased your product or service; these segments can be split into specific time frames such as daily, weekly, monthly or yearly.

Purchase frequency segmentsThese refer to the frequency that a customer purchases your products or services.

Monetary value segmentsThese refer to the amount of money that a customer spends with you; this could be tied into the amount of purchases they make, or the type of product they buy.

Type of purchase segmentsThese segments give you insight into the products and services most commonly purchased or recently purchased by a customer.

Example segment using demographic, behavioural and transactional data:Send an email to Bristol-based, long term customers who are high spendersPromote the VIP deal at the Bristol branch of your fast-food chain.

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To do: □ Decide what you want to learn about your customers using demographic, behavioural and transactional data

□ Brainstorm your own segments to answer these questions

□ Then combine all three!4Segment

Feature focus:Use Pure360 Customer Intelligence to create highly tailored segments, either by yourself or with the help of our best-practice segment templates.

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The Simplified Guide to Customer Insight simplified.pure360.com

4Segment

Worksheet 4 - Segmentݬ 1. What do you want to learn about your customers using your data?

1) Demographic data? I want to email all men who live in London

2) Behavioural data?

3) Transactional data?

3. Brainstorm segments which combine all three data types

1)

2)

3)

2. Brainstorm your own segments to answer these questions

1) Demographic data? All males who live in London

2) Behavioural data?

3) Transactional data?

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5. Set up automations Once you have mastered segmented campaigns you can take things a step further by setting up email automations.

By automating campaigns you can utilise your customer data to communicate with them in real-time. This significantly increases the relevancy of your emails and ensures the recipient is highly engaged.

Here are some popular types of email automations which have been proven to work:

Not yet purchased Begin by identifying visitors who have yet to buy but are active on your website. Consider sending an email asking if you can assist in their purchase or offer similar items which may be more appealing to them - this may offer the final ‘nudge’ that they need.

First time buyersOnce you have convinced your visitor to purchase, get in touch with them to offer them useful information by using transactional emails to update them on their purchase, delivery time or to suggest items directly related to their purchase which they may require in the near future.

Lapsed customersThese are customers who have purchased in the past but have not purchased again for a specific period of time. Track how likely they are to spend in the next week/month/6 months (etc) and send them a personalised reminder email to help them make their decision.

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Loyal customersYou can measure your loyal customers in a variety of ways; from high purchaser to site visitors and products viewed. Reward your loyal customers with early bird deals on their favourite products, thank you emails or even by offering them perks and ‘VIP’ status with exclusive offers.

Abandoned productInstead of sending out a generic abandoned cart email consider sending an email based around specific abandoned products.

Reference the specific items which the visitor has abandoned, use personalisation to recognise the recipient and then offer them useful content by asking if they need assistance, referencing other items which might be of interest to them, or even by offering an incentive or money off voucher.

Feature focusPark Holidays Case study - Check out how Park Holidays used targeted and automated campaigns to increase their click through rate by 9%.

To do: □ Utilise our automation suggestions to engage with all of your customers

□ Brainstorm automation campaigns with the help of our spreadsheet

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The Simplified Guide to Customer Insight simplified.pure360.com

5Automate

Worksheet 5 - Automateݬ 1. Brainstorm automation campaigns for each group of customer

1. Not yet purchased Send them a related products email based on their browse data

2. First time buyers

3. Lapsed customers

4. Loyal customers

5. Abandoned product

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This week’s to do list

□ Capture relevant demographic data

□ Begin capturing behavioural data

□ Collate all of this data into a central hub

□ Begin brainstorming and creating segments

□ Use these segments to send timely and targeted automations

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The customer insight process

Demographic

ፌ Note the data you have

ፌ Note the data you need

ፌ Brainstorm how you will collect this data

Behavioural & transactional

ፌ Note the data you have

ፌ Note the data you need

ፌ Brainstorm how you will collect this data

Collate

ፌ Decide what you want out of your data

ፌ Liaise with relevant people

ፌ Collate data into a central hub

ፌ Identify any gaps and fill them

Segment

ፌ Decide what you want to learn about your customers

ፌ Brainstorm your own segments

ፌ Then try to combine all three segment types

Automate

ፌ Utilise our automation suggestions

ፌ Brainstorm automation campaigns

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A bit about Pure360 Quite simply, Pure360 allow marketers to send clever, result-driven campaigns without over complicating things.

We make best practice look achievable because it should be.

So if you’re looking to improve your email-based marketing activity and enjoy the glory of improved ROI, get in contact.

0845 856 0001

contact@pure360.com

www.pure360.com