Course: Introduction to Marketing: Understanding your Customers

When you read about the ‘management’ aspect of CRM, it is often defined as identifying the stage a prospect or customer is at with you, to provide the most relevant …

You have access to more data sources than you think. Take a moment to think about what data you have access to. Typically, there is a range of sources available: …

Collecting and using data about your customers means that you can create targeted, relevant, and personalised marketing. The more you know, the more tailored your message can be. Data can …

Imagine, you meet up with a good friend and they don’t remember your name. They don’t remember what you talked about last time you met, they forget what you do …

Let’s work through some examples to see how you can use personas to tailor your campaigns. Below you can see an example of a businessman persona for Bruno. This persona …

When creating communications, or writing briefs for them, you can use personas to instruct your campaign. Let’s have a look at a few decisions personas can help inform: Channel selection: …

A customer persona is a fictional character made up of the key traits that have been defined within a customer segmentation. A persona helps you to humanise your data and …

It’s important to segment customers appropriately for your business needs. Here are a few easy rules to follow: Find the right balance of segments; too few and there may be …

A customer base can be segmented in different ways. Customer segmentation is the term used by marketers for the division of a customer database into groups that are similar in …

No one likes intrusive video adverts. But, without them, how would you get your message out? Surely your customers aren’t going to choose to watch your advertising. Are they? Mobile …

All of this transactional information is very important from a marketing perspective, but it is surprising how often it is overlooked. Now let’s look at how you can use the …

What data do we get What information does it give us? Marketing benefits of this information Count when customers shop We can start to see if there are any trends. …

The Oxford dictionary defines data as: DATA is a THING (noun). Facts and statistics collected together for reference or analysis. Oxford Dictionaries These ‘facts and statistics’, and the subsequent analysis …

Let’s look at an example of how Virgin Media reinvented each step of their customer journey to maximise their profits. To move away from competing just on price, Virgin analysed …

The following links to articles are additional content that will enhance your learning experience. Coronavirus: Understanding Consumers in 2021 Customer Data Council: Is your Business Ready for Digital Transformation Customer …