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Skip to 0 minutes and 12 seconds Well, understanding our customer in how we promote our products is so important. Because when we are advertising, we need to know who we are advertising to. And if we know our customer, then we can pinpoint exactly where our money goes into advertising. Otherwise, it’s a waste. So we definitely use data on the customers that we’ve already had. And information that we’ve gathered from social media to directly market towards them if we can. Our customers definitely want things fast. So we outsource our warehousing so that our customers get the products on time. And it’s much easier for us that way. We don’t have to deal with all the problems that go ahead with warehousing.

Skip to 1 minute and 0 seconds This way, we can run the business anywhere and still have our customers get what they want. Understanding the customer is paramount in how we’re going to price products. And who our customers are and can they afford the products that we’re selling. It’s very important to constantly look at what our customers want, and what is trending, and what makes them happy. That is the goal of any retail business, anyway. In the end, we want to make life easier for our customers. They want to get what they want and move on with their life. And I think if we are more in control of how we interact with them, it’s good for everybody.

Skip to 1 minute and 51 seconds Well, understanding our customer is really important to us. And the way that we come out to them. We’ve learnt from our customer that they love these cars, they want to keep them going and keep them going as well as they possibly can. But they want to do it as cheaply as possible. So we have priced all our products as competitively as possible. Now, when you’re a new user to the Run Auto website, the box will pop up that says please give us your email address and like us on Facebook. You’ll be entitled to a coupon code. This way, we really know how we can promote to them a lot better.

Skip to 2 minutes and 27 seconds So we can then target back to them using re-marketing techniques and other techniques to bring them back. If they’ve been looking at something, we can say hey why don’t you come back and visit us and buy that product because we know you need it. So that’s what we’re trying to do at the moment. We offer free delivery. That was something that customers told us is really important. When they need a part, they need it and they need it quickly. So everything is dispatched the same day. And there are now options to make it more convenient.

Skip to 3 minutes and 8 seconds There’s so much out there. So to understand our customer, we know how we should tailor our website to meet their needs. We’re trying to be there for the customer.

Marketing attribution

Marketing attribution is about understanding at what part of the customer journey the marketing messages are contributing to the decision for your customer to spend their money on your product or service.

By using your research to understand what marketing will be effective - not just from a message perspective, but also from an offering, pricing and product availability perspective - you can break down some of the challenges associated with marketing attribution.

Marketing attribution is often complex as it involves establishing and tracking the success of your marketing messages. You will establish the range of metrics based on what is available to you (through analytics dashboards, customer relationship management systems, and other communication platforms) to judge the success of your marketing efforts.

The importance of metrics is largely due to the explosion of the types and breadth of media that customers and consumers are now exposed to, as well as the many devices that are now used to make purchases. Now that customers and consumers are exposed to marketing messages both online and offline, how do you really know what touch points your customers or consumers experienced that led them to make the purchase?

Due to the increasing need to justify spend against each activity, marketing attribution has become a ‘must do’ analysis for marketing organisations.

There are several types of tools that can be used to undertake marketing attribution analysis. For example:

Depending on the size and type of business, along with what you want to track, there are an increasing number of attribution tools available. Take the time now to read the list of attribution tools developed by Trackmaven, along with an article published by Google on attribution, and watch the brief video explaining attribution modelling. These resources are all located in the related links area below.

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This video is from the free online course:

Online Business: Customer Profiling for Success

RMIT University