Customer Insights: A Crucial Component of Your Marketing

Customer Identity|6 Minute Read

Customer Insights: A Crucial Component of Your Marketing

Everyone wants to be recognized as an individual. Your customers are no different.

The first step to understanding your audience is to unearth customer insights about them: their demographics, behaviors, and other critical information in your data analytics solutions that can ultimately help you better market your products and services to them.

Brands want to treat each member of their customer base as an individual (despite what some consumers may think today). Without knowing who a given customer is through some sort of identifying information, however, that’s a hard feat for companies in any industry to accomplish.

Ask yourself:

  • Do you actually know everyone who visits your website or opens your app?
  • What about the percentage of prospects and customers you can recognize online?
  • At the end of the day, how “complete” is your organization’s customer data set?

You may have some identifying information about some of your contacts that allows you to track some of their online behaviors and engagement with your brand in real time.

(In other words, just some consumer insights.)

Your goal, though, should be to turn all unknown individuals in your database into known ones — and that’s only possible by unearthing even more customer insights about your audience.

Why customer insights matter for your marketing efforts

The benefits of identifying everyone in your system — and, in turn, being able to monitor their activity with your digital presence over time (and in real time) — are clear:

  • Less guesswork as to what to promote to specific prospects and customers
  • More data-driven, individualized experiences you can provide to contacts
  • Comprehensive, consistent profiles for each person in your database
  • Better understanding of customers by aligning your cross-channel data
  • The ability to pinpoint buyers to prioritize in customer retention strategies
  • In time, the ability to achieve marketing team metrics and increase sales

While the above are benefits are clearly for you and your company, your customers can also benefit from providing their unique identifying information as well.

For example, offering that information to companies like yours allows said companies to provide bespoke experiences to individuals and better content or product recommendations based on particular their unique interests and interactions.

With BlueConic, you can realize these benefits — and provide a stellar customer experience for your visitors, prospects, buyers, and subscribers — thanks in part to our dedicated Profile Recognition Dashboard, where you can see your organization’s customer recognition ratio.

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BlueConic’s customer recognition ratio, explained

In our CDP, your customer recognition ratio is the percentage of engaged, identified profiles with one or more unique identifiers: email address, phone number, customer ID, and the like.

(Note to BlueConic customers: To access the ratio, navigate to the bell icon in the top-right corner of your BlueConic environment, scroll down where it says “New Dashboard,” then click create.)

This ratio helps BlueConic users better understand the number of database contacts for whom they have at least one critical piece of information that can inform their marketing.

The more customer insights like these identifiers brands are able to accrue, the more personalized and individualized marketing they can serve to their audience (not to mention machine learning and predictive analytics models they can build to forecast lifetime value and likelihood to churn).

Arguably the biggest pro of a strong customer recognition ratio is many, if not most, of your prospects and customers can be easily recognized and segmented based on one or more identifying criteria and, in turn, targeted with relevant, timely, one-to-one messaging.

Regardless of the BlueConic connection from which you ultimately secure identifiers for a given contact — your CRM, DMP, or ESP, for instance — those identifiers will be standardized across your stack.

This standard identity, formed in BlueConic from all profile details for contacts unified from disparate systems, provides you with a true single customer view: an increasingly more complete picture, without duplicate or missing details, of your contacts and where they are in their respective customer journeys.

The trick to improving your ratio, as you might’ve already suspected, is to gradually obtain at least one identifier (ideally several) for every anonymous individual in your database.

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How to identify unknown contacts in your database

The customer insights unearthed in their Profile Recognition Dashboard allows BlueConic customers to convert anonymous profiles to identifiable or known profiles.

Following this conversion, our customers can then engage with these newly identified contacts in a relevant manner based on the distinct stages of their particular buying journeys.

Turning your unknown prospects and customers into known contacts, though, requires asking yourself and your team a few key questions, including:

  1. “What data points can we use to identify our existing customers online?”
  2. “What unique identifiers are already available from current connections?”
  3. “Is there any identifying info stored in our other systems or the data layer?”
  4. “I have multiple brands or channels: Which unique identifiers are available that can be reused for my other brands? Which unique identifiers apply only to one of our brands? And does each unique identifier have the same name or a different name?”

The greater clarity you have in these areas, the easier it will be to determine how to best approach your unknown-to-known conversion strategy and gain critical customer insights that can inform your digital and real-world marketing.

Ways to boost your customer recognition ratio in BlueConic

There are fairly specific actions BlueConic customers can take in their instances to gradually enhance their customer recognition ratio over time.

Start with your BlueConic Profile Recognition Dashboard to get an at-a-glance view of how many customers you can already recognize online, then:

  • Set up BlueConic Listeners, which can store cookie values and grab unique identifiers loaded from an email click-through, for example. Behavior Listeners can read UUID values loaded in parameters, like those from email, while Rules-Based Listeners collect data from checkout forms.
  • Connect BlueConic to other systems that can read, import, export identifiers from those solutions: Think Salesforce, Facebook, transactional data systems, and countless other martech platforms.
  • Use external pixel trackers to find out which customers open your emails and BlueConic session cookies to help build customer profiles progressively.
  • Take advantage of profile merging to combine profile properties from two separate but linked profiles and achieve a single customer view.
  • Build customer segments to target customers for who are active but anonymous. These individuals obviously like your content, so it’s time to collect an email address or other unique identifier from them to continue building the relationship and learn to better orchestrate their customer lifecycle.

As you can see, our CDP can give you granular insights regarding who’s who in your database — known and unknown — and help you turn anonymous individuals into known ones.

There are certainly other ways to get more information on your niche audience (e.g., market research and surveys), but its features like the Profile Recognition Dashboard that can provide you with the clearest and most comprehensive customer insights that can augment your marketing efforts.

Not sure where to get started with growing your ratio? Take our CDP Proficiency Assessment, and our team can provide some direction to help you with your customer recognition efforts.

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See what BlueConic can do for you.

Whether you’re looking for operational efficiencies or improved marketing effectiveness through data activation, our customer data platform can help.