3 Easy Steps to Understanding Consumer Behavior Through Analytics

Posted by Jeff Clement on 7/15/15 7:22 AM

Analytics

Consumer behavior is constantly changing. How can you be one step ahead of your customers’ choices as they change their minds with each passing variable?

There is always the survey or focus group to gain information about your customers. But at Marketing Architects, we’re in the direct response business. Every interaction we have with a customer creates a data point about behavior. And although data is important in telling us what customers are doing, data is nothing without insight.

Choosing the direct response marketing path in order to understand customers is your fastest route to funnel customer behavior and insights into ongoing sales. We use analytics as the foundation of our full-circle, three-step approach:

  1. Learn from customer actions. Every encounter with a customer is an opportunity to gather information. For example, one of our powerful DR tools is our proprietary interactive voice response system, Vocé. It gets to know the behavior of customers within hours of launching a campaign. Tracking where an ad ran, which station it ran on and the exact time and market, the automated system interacts with each customer to collect and provide information and, ultimately, answer the question, “What offer will take this particular caller to purchase?”

    It’s important to be able to collect more customized data so you can lead your customer down a personalized sales funnel. Then pinpoint trends to focus on increasing personalized conversion.

  2. Take customer insight to the next level. Again, data is great, but it’s nothing without insight. Most companies think their job is done once the customer calls in or connects with them online. For us, that’s just the beginning. 

    We track customer purchase behavior and focuses our path on what can be done today to increase conversion. After digging through the analytics and finding points where conversion can be higher, we then monitor behavior and ask customers questions to gain qualitative insight. We aren’t afraid to adjust scripts, websites and creative until the conversion is peaking. So now that we have customers coming back to us to purchase, how do we ensure a customer stays a customer?

  3. Hold onto customers. This is when the full-circle approach comes into play. We don’t stop once the customer has the product in hand. We work with clients on customer service and product review feedback and continue to adjust the campaign’s overall strategy. We are constantly evaluating shifts in consumer behavior, sales trends and success of a campaign to impact lifetime value.
Every day, our analytics team is working on the past, present and future to get to know our clients’ customers better and better. I might be biased, but I’d say this approach always beats an occasional customer survey or focus group.

Topics: Marketing Analytics

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