Effective customer behaviour analysis can really help you understand your customer’s satisfaction levels in order to track their buying behaviours and better assess their needs. When you manage to successfully satisfy your customer, they become repeat customers and you benefit from direct impact. Further to this, analysing customer behaviour is essential to identifying potential issues in your advertising campaigns so you can better understand your customer’s frustrations and anticipate if you are in danger of losing them. So here is how you can strategically analyse your customer’s behaviour and turn that knowledge into highly effective marketing campaigns.
1. Segment your audience effectively
The first step is qualifying your data and this requires first segmenting your audience and itemising their unique attributes. They need to be further cross-referenced with their individualised reactions to your product or service. This data research is often done more regularly, like monthly, in order to gain a better, ongoing understanding of your customer.
2. Identify each group’s critical benefit
The next step is to identify a key benefit for each segment. This can be a time-consuming task as it requires your understanding of the core reason why each market segment is likely to use your product or service. These motivations are often not so obvious and so research is required.
3. Develop segment profiles
Once you have understood the benefits, you now need to identify a profile for each customer group. This will crystalize the unique behaviours and attributes which are shared amongst members of each group.
4. Allocate both qualitative and quantitative data
Now that you are armed with the core levels of data, you need to allocate both quantitative and qualitative data to each of the profiles. This will give you a lot of insight into how your customers are responding to your product or service and will also help you tally the totals of different opinions and insights.
5. Compare both qualitative and quantitative data
Once you have added the fields of data, compare them with each other. For example, suppose your most recent research showed a lot of positive feedback. Figure out if this data was given from mostly men or women and which age group it belonged to. This will help you understand who likes your campaigns and what appeals to them, so you can make smart decisions going forward.
6. Apply your findings to your next marketing campaign
Once you have all your findings, you are now in a position to apply them to your next marketing campaign. The upside of this is you are now less likely to make a mistake if you have first hand evidence of what your customers like and dislike. This will really help you plan your campaigns and ensure you are allocating your marketing spend wisely.
7. Results analysis
Following your campaign launch, you will need to revisit your data in order to understand if your campaign has been a success. Hopefully, this results in sales and achievement of whatever your call-to-action was. If it wasn’t successful you need to go back and try to understand why.
The bottom line
Analysing your customer behaviour is a brilliant way to gain valuable insights into the different permutations of customer profiles within your business. If you have more of an accurate understanding of them, you are then in a powerful position to better suit their needs going forward as well as design campaigns that speak specifically to how your product or service serves them. This results in repeat business and growth in revenue. Proving that analysing your customer behaviour is time, effort and money well spent.
