6 Ways Of Gathering Meaningful Customer Data
Today’s consumer interacts with a business across a number of digital platforms: desktop web, mobile web, native apps and more. If a business owner is going to grow their business and do it successfully, they need to do more than just build the platforms-they also need to understand how their customers interact with each one and why. By tracking and measuring customers’ digital behavior, you can identify where some people experience difficulty or friction and then optimize your platforms to avoid those issues, maximizing engagement and sales.
Growth comes from understanding user behavior. It’s critical that the customer experience is considered as a whole, across all of these platforms. Facebook recently added cross-platform analytics to its Facebook Analytics for Apps service, which is 100 percent free for anyone to use. If you run a news site, then your readers will likely start on your homepage and read multiple articles. From there, they may share an article with friends or sign up for a subscription. You can get to the heart of this by running experiments with your pricing or messaging to see if it helps increase your conversion rate.
It’s also important to know when and how your customers are interacting with your brand on the web versus your mobile app or other digital platforms, and to segment that info by type of user (age, gender location, etc.) All of this and more can be done using different analytics for Apps. Understanding your customer better isn’t as complex as you might think, but it does require a thoughtful analysis of where and how you can collect meaningful data. By better defining which aspects of their behavior or profiles are most significant to your business, you can start to measure and analyze better ways to engage them and ultimately sell more.
To understand your customers better, you have to get greater insight into how they actually behave. Surveys are fine and generalizations drawn from basic demography are still important, but businesses today need to gather as much data as possible on the way that customers are behaving in real time. How long are they staying on your site? What links are they clicking? What triggers them to share your content on social media? What are they uploading or downloading and at what times? The holy grail that Big Data seeks to discover in industries of all shapes and sizes is needs anticipation. The businesses that are ahead today are the ones who can harvest, blend and analyze real-time customer data to identify patterns and predict customer needs before they’re even aware of them themselves.
When people call to return products, get more information and the like, it is the perfect opportunity to ask them a few questions about what they like/dislike, how they found you and how they are using their product or service. Have a list of questions on hand for your customer service representatives and make them use it.
Many times on a sales call you are busy tracking all the information about the client that is relevant to them closing a sale, but you forget to track the referral source of the lead. Without the referral source, it’s hard to understand how you can better reach your customers because you don’t have clear data about where your existing customers are coming from.
Tastes and Preferences
Specializing in collecting data about consumers’ tastes and preferences, using this consumer intelligence to create content that resonates with our users. In particular, you can use aggregated statistics about your customers to provide information that’s more engaging than any other content types.
Keeping your members as part of the conversation on Instagram, for example, by using the information they provide in real time to spark conversations around the newest trends. For instance, provide a captivating image and provide entertaining content for users grounded in their interests. Look for opportunities to create a feedback loop with your customers using data.
Although it may seem obvious, many companies do not keep a close eye on the activity that their customers have on their website, especially if this activity doesn’t directly lead to conversion. The activities and click-throughs that happen outside of a purchase or a conversion are also incredibly important.
Which pages do customers seem to go to and from? Are they pleased with the pages that each of your links leads to, or do they revert away from them? Paying close attention to these details will allow you to understand and reach your customers better, while also making their online experience more enjoyable.
Statistics show that millennials are on social media on average 5.4 hours a day. That’s one-fifth of each day. Clearly the best place to reach consumers is where they spend their time. However, the challenge is that social insights are often fractured, confusing and incomplete. In order to hone in on user data in social, subscribe to a tool or platform that aggregates user data across all streams.
Tweak your messaging to appeal to your customers. Let your new analytics tool guide you as you build your database. Statistically, the majority of social users hate ads. Try running a compelling, authentic campaign that involves real people plus a “social impact” element. You’ll add users to your database and affinity to your brand.