CUSTOMER PROFILING

Improve your target marketing and maximise the return on sales efforts by identifying the most profitable customers and prospects through Customer Profiling.

The primary focus of Customer Profiling, whether it’s consumer or business-to-business, is to understand and locate the types of customers that are most likely to be attracted by your offer and therefore provide the highest return. But do you know if your direct mailings or door-drop marketing efforts are reaching the correct target audience? Do you know the type of person that would be interested in your message? Where do your most valuable prospects live?

Geoplan can provide you with the insight you need to reduce marketing waste and identify opportunities in your market. Using our Geospatial Tools and the latest Demographic and Census Data you can discover commonalities with behaviours, traits and lifestyles among people. This can then be analysed in detail at a Postcode Unit level. The results of the analysis are generally used to calculate market penetration and create thematic maps for geodemographic segmentation – so customers and prospects can be grouped according to demographic variables and identified by their Postcodes.

However, businesses are classified differently, using Standard Industry Classifications (SIC), rather than geodemographics. The SIC coding system helps to identify business type and can be used with turnover, employee size, length of trading and credit ratings to form a profile of your customer base.

The first step in the process is to audit, cleanse and attach the codes to your current database. The data can then be analysed and ranked to illustrate key performers. The codes that perform the best within in your data (normally compared to the UK) are then matched against the population or business universe to find more of the same.

With our GIS Mapping Software, data can be analysed and customer profile information can be overlaid onto current sales territories, distribution networks or store locations, helping you to identify areas of waste and establish relevant and targeted approaches at a local level.

The benefits of Customer Profiling include:

• Ability to locate the most profitable customers
• Target the right marketing to specific prospects
• Calculate market penetration and identify market opportunities
• Improve site selection

Customer Profiling is used throughout the world by Sales, Marketing and Operations departments within many industry sectors, including Advertising, Franchising, Leisure, Manufacturing, Market Research, Motorcycles and Retail.