Customer understanding and retention marketing

One of the biggest challenges that brands face is leveraging existing customer data effectively to maximise customer retention. Often, organisations’ databases are made up of people who have purchased on one occasion but not since. Adding data insights to understand your customers can help convert them into repeat purchasers.

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Customer understanding and retention marketing

Find out how Experian can help you add insights to support the planning and execution of customer retention strategies by clicking on the headings below.

How well do you know your customers? The better you understand your customers’ needs, the better you’ll be able to communicate and engage with them, delivering the right messages on the right channels to maximise marketing spend. Speak to a trusted data partner to discover which solutions can help you manage this process effectively.

Use demographic segmentation

Customer segmentation can help classify your customer base into recognisable cohorts or personas. This ensures that your marketing initiatives can be tailored so that you communicate in relevant ways, increasing the effectiveness of your interaction with existing customers.

Enrich your view of your customer base

Enriching your understanding of your customer base is invaluable. Adding more data signals helps to enhance your perception of your customers across a range of demographic, socio-economic and behavioural characteristics. This detailed level of insight is not always available through organically collected data. Using a combination of standalone signals such as disposable income, age or household composition from a trusted data partner can provide much-needed customer perspective.

Complement your insight with additional research signals

Adding multiple research data sources, such as TGI and YouGov, can also provide insight into market behaviour and competitor profiles. This allows you to understand changes in the market by their key demographic audiences and to recognise sector-specific behaviours. This type of insight is particularly useful for brands who are customer data light or looking to launch new propositions. Talking to a data partner like Experian can help you find out how to link research data to your insights.

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