Who you target plays a key role in whether or not your marketing campaign is successful. If you get your message in front of the right people, you’ll see a higher response rate because they’re interested in what you have to say. The best way to target great prospects is using modeled data.
Modeled Data Boosts Results By:
In order to get the best insights and the most accurate understanding of what’s going on with your clients, you need clean data. Before the data is ever analyzed, modeled data is thoroughly scrubbed. Data scientists line up the formatting, update the names and addresses, and add any missing information. Enhancing the data ensures more accurate results.
Examining Customer History
Before selecting records, data scientists analyze your historical customer data. They typically examine 2-3 years of customer data in order to understand who your current customers are and where they are coming from. They also look to see if there have been any shifts in your target audience. Has your audience gotten younger? Has their household income changed?
Not only will they look at your customer demographics, but they can also analyze your customers’ spending patterns such as when they made a purchase, how much they spent, how many touches they received before making a purchase, etc. All of this information helps you understand how your customers interact with your brand.
When you know who your best customers are, data modeling can identify others who look just like them. This process involves evaluating thousands of data points from demographics to lifestyle to behavioral to geographical data. Instead of hoping people will be a good fit, you can confidently target those most likely to respond.
A modeled data list is customized for each business, campaign, and location. Not all of your locations will have the same customer demographics, so you’ll want to make sure your data lists are tailored to the needs of that particular market.
As you create marketing campaigns, you’ll focus on various groups of customers. Each group will be in a different stage of their customer journey. For example, you might focus on new movers in the area with one campaign, offer a discount to your loyal customers with another, and target old customers who haven’t made a purchase in several years with a third campaign.
Data modeling takes all of that into account and uses your strategy and marketing goals to identify and pull the best records for your campaign.
Knowing Who Responded
Modeled data focuses on individuals, so you can target them with 1:1 marketing both through print and digital advertising. Because you start with a list of individuals, you know exactly who responded to your campaign. This information can be fed back into the data modeling to further hone in on who your ideal customers are.
You can always pull a list of people based off a few key demographics, but not everyone on the list will be a good fit for you. Data modeling selects the best prospects and customers for your business. By focusing on those most likely to respond, you reduce marketing waste and increase your campaign results.
Ready to enhance your data list? Reach out to our team.