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Segmenting

Now that you understand what profiling is, it is time to segment your customers and consumers into groups. Segmentation isn’t a new concept; it has been around since the 1960s. …

Check what you’ve learnt

As you have worked through the topics this week you have had the opportunity to learn about: The characteristics that make up a profile of your business’s customers and consumers. …

Entrepreneurs’ reflection

We’ve taken a journey with our online entrepreneurs and together we’ve discovered with them the many aspects of profiling success. They’ve talked about the ways they gather research data, why …

Reducing the risk

After understanding the risk level for customers or consumers, and the types of purchases they could make, there are several actions you can take to assist in minimising the impact …

Getting ready for customer journey mapping

Visualising your customer’s journey is an important part of understanding the journey. Customer journey maps were once only used for web development purposes to map the user experience (UX). Today …

Visualise the journey

The information in a customer journey map is represented using layers that include who you are targeting, what they are doing, what they think and feel, and where opportunities exist …

Behavioural characteristics

Behavioural characteristics relate to how customers or consumers behave toward a product or service, focussing on: What they buy When they buy Why they buy How they buy, and How …

Social presence

Today, conversations with those you trust in your family or circle of friends or online is increasingly swaying purchase decisions. The customer journey will help dictate the type of conversations …

Case study

Lee needs to tap into the information channels that assist her customers when they are choosing to buy her raw and recycled homeware products. She also needs to know how …

The importance of psychographics

Psychographic characteristics are important because they provide a much narrower and targeted view of the customer or consumer. Psychographics move the business closer to the right customers and consumers who …

Case study: Lee’s online homewares business

Lee has recently completed an interior design course and has developed a passion for interesting homeware accessories made from raw or recycled material, including marble, copper and wood. Lee intends …

Process of marketing attribution

The marketing attribution process can be easily defined as a few key steps: Understand the purchase journey: Use demographic, psychographic and behavioural characteristics of your customer or consumer to get …

Psychographics

Psychographics refers to the way you look at your customers from the perspective of their personal characteristics. It relates to the psychological and personality characteristics of an individual and their …

The importance of demographics

Demographics are important so that you can understand how customers search for information and purchase products and services online. For example, income and cultural factors may impact how your target …