Do you really know who your customers are?

With a little effort on the front end of your marketing to identify your "best" customers, you can spend your marketing dollars on just those same types of people—the ones most likely to become clients.

Case in point: working with a financial services client recently, we used market "segmentation" to discover the psychographic profile of the US banking industry investor. We found that there are specific "clusters" of consumers who are four times more likely to invest in a bank and we pulled a report of what prompted them to make an investment decision. With this data in hand, we developed an ad campaign utilizing media that specifically reached the prospects.

On a small budget, and in markets the client was previously not targeting, the ads drove large numbers of interested investors to request information both on-line and over the phone. This was smack in the middle of the financial crisis of '08. The resulting traffic resulted in the client requesting a temporary hold on additional advertising in order to catch up with the requests at hand.

Aberdeen Group reports that some of the many benefits of using customer analytics include:
35% increase in average order value
43% increase in annual revenue
25% increase in market share growth

Those kind of numbers can't be ignored, and top-performing organizations will leverage psychographic data to bring a great return on their marketing investment.