SERVICE DESCRIPTION

The objective is to maximize the impact of your brand/product/service marketing campaign. To do that, we need find who buys from you and why. The reason can be aggressive advertising, spot-on pricing, a 'coolness' effect, product quality, lack of competition, emotional or political attitude towards your brand ... the list goes on. In that chaos, there is a core customer; the one that not only buys from you but also influences others to buy. Identifying the core customer not only serves as the center from which to extend the targeting range, but also plugs right into the product life cycle.

In order to identify the core customer, we need to work with a lot of internal hard and soft data from your company so we can match that against external data. As sensitive data is involved, part of that process is usually carried out at client premises.

PROCESS

Internal situation analysis is a combination of data mining and personnel interviews to compare fact with perception. Division management often disagrees on who the target customer is and can provide very insightful information. They are also more likely to express their views and opinions with someone outside the company for various reasons. External situation analysis looks at key statistics, reports and other relevant information to detect target audience spending power and shopping trends.

Sales pattern analysis combines the two and terminates in a preliminary core customer profiling report. To bridge any knowledge gaps still present, a Customer survey or poll is designed and executed.

Customer profile report: Identification of your core customer, traits, attributes, and behavior.