What Is A Customer Detective?
A Customer Detective literally works for a marketer to track down and understand who their customers are. A customer detective starts with DATA, lots and lots of data. Not just any data, mind you….actionable data! But we are not quite to actionable data yet.
I start by observing who buys their stuff…how frequently and for how much. I observe by literally watching customers and by analyzing the data….who, why, how and when and how much. I then enhance that data with third party data to create complex segmentations or clusters by customer value. Then I can start to build a process of understanding how to engage and communicate with best customers and look alike prospects. Now we are talking actionable data!
In today’s marketing world, it is all about multi and cross-channel implementation of the right message and content with the goal of engaging the customer at the right time and getting her to l buy my clients products. This is a customer detective in action.
For example, today I finished a project adding third party on and off-line media data to customer purchase behavior and created a segmentation by cluster and customer value. The result is a fine tuned media plan implementing web and cable buys by real customer purchase data. Gotta Love it!
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Tags: Customer Detective Understand Customers Data Lots of Data Actionable Data Who buys their stuff who why when how and how much Data Enhancement Engaging Customers Best Customers Communicate with Customers Look Alike Prospects multi channel cross channel right message right content engaging customers buy products customer marketing project third party media data cluster setmentation segmentation by customer value fine tuned media plan web and cable buys real customer purchase data
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