CUSTOMER PROFILING

The primary focus in the application of customer profiling, be that consumer or business to business is the ability to understand which customers are most attracted to your offer and deliver the highest return.

Once this is understood it is possible to calculate market penetration, potential and to quantify, identify and locate the candidate customers available to you in your marketplace.

All of this information can be readily analysed within Geoplan systems and overlaid onto current sales, distribution or store networks. This process can help you to understand the dynamics of performance and to establish relevant and targeted approaches at a local level.

The key components of profiling the use of geodemographics for consumer markets or Standard Industry Classifications ( SIC) for business markets.

The basis of geodemographics is that people or households in the same Unit Postcode have broadly the same characteristics. This can be readily challenged and it cannot truly reflect beliefs, values, attitudes and behaviours. However, if applied sensibly these systems can contribute to effective segmentation and can dramatically reduce waste and improve performance.

This is also true of SIC codes. The 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.

In both cases the first step in the process is to audit cleanse and attach the codes to your current database. The data is than 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.

The application of this type of data can deliver input at both abroad strategic level and can also inform localised sales and marketing activity.

Copyright & Legal Notices | Privacy & Security | Accessibility | Terms & Conditions | Returns | Customer Charter | Site Map