Putting it all together — the benefits of better customer understanding


In my last two blogs, I’ve looked at how one size really doesn’t fit all and the power of customer profiling and segmentation. But as marketers, we all know that theory is one thing and practice quite another. So I thought that this blog should look at a couple of examples of not only at what can be achieved, but what has actually been achieved, in terms of richer customer insight.


Health and beauty retailer sk:n came to Experian to better leverage its customer data and deliver the right message to the right customer at the right time.

We cleansed and validated their data resources to ensure that the company had a reliable platform on which to build the understanding they needed. Then using Experian Mosaic —encompassing around 340 demographic, lifestyle and behavioural variables — sk:n was able to assess who its most valuable customers were and how they behaved. Analysis of campaigns led to marketing more focused on specific customer groups, to target the right products at the right people at the right time.

ROI is up — six segmentation and profiling led email campaigns each delivered around 350 new leads, with 60 per cent converting to transactions. It is also helping to shape and refine content creation for future campaigns, with analysis identifying the most effective messages and wording.

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One of the world’s most popular airlines wanted to differentiate itself by knowing what its customers wanted from their carrier — both in terms of travel experience and loyalty reward programmes.

The company integrated Experian Mosaic into its own Customer Marketing Database to profile, segment and ultimately know its customers better, based on factors such as geography, age and financial status.

Experian Mosaic has enabled the airline to understand and engage with customers. It can now identify its highest value customers and focus marketing resources to where they deliver the highest returns. Success in the UK is also leading to roll out across the US market.

Whilst each of these companies is unique, they all have one thing in common: a commitment to understand their customers, from the CEO all the way to marketers on the front line. Achieving this level of insight calls for commitment, investment and know how — but making the effort offers rich rewards.

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