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06/28/2016:  Bluewater Blog Series: What is customer data?


ConsumerData-07In today’s world, business owners are always trying to find new strategic ways to acquire and retain their current customer. With so many different avenues to choose from, how does a business owner pick the correct one? It all starts with customer data.

In our last Bluewater blog series post ‘How big is data?’ we discussed the importance of data. As no two customers are the same, data can help segment out information to implement a layered marketing strategy. In part 2 of this series, we are going to discuss what data is.

Data is important. Utilizing data allows brands to analyze their customer base to attract the right customers. Additionally, customer data reveals the average income, age and how often a customer visits a particular location. Customer data also explains how customers respond to different offers and respond best to dual offers.

Let’s look at a massage salon as an example.


Based off of customer POS data, 35 year old Sally gets a massage four times a year. The massage salon wants to increase Sally’s loyalty and see her to come in and get a massage every month. Here is where data comes into play. The salon can strategically market to Sally to test what offers incentivize her to come in. Furthermore, Screen Shot 2015-04-24 at 3.22.43 PMthey can also test multiple mediums (Facebook, direct mail and paid search) to retain her business. Multiple touch points with a singular message tailored to Sally’s specific purchasing lifestyle is crucial. Consumers in today’s market expect a customized offer based on how they shop. The ability to know the customer through data will better help reach and retain customers. Most of all, customer data also provides a better ROI by eliminating the “saturation” approach.

Data needs to speak with each other and work in unison. POS, CRM, loyalty, and other forms of customer data, should be collected. Additionally, the data should be segmented and profiled as it is extremely important to the success of your business. Data scrubbing allows the ability to detect any duplications and errors while making sure the POS data gaps are filled in by your other data collection methods. Finally, once the data is collected, scrubbed, and analyzed, a strategy needs to be put in place. This strategy will target each segment through multiple advertising mediums, creative and multiple touch points. In conclusion, when customer data is used in this way, brands quickly find out how your customers interact and you can duplicate that process for the best possible marketing outcomes.

Stay tuned for next week’s part 3 of the series on How to integrate data? and how Bluewater can help you utilize your data for effective data driven marketing campaigns. 

How have you effectively used customer data? I’d love to hear from you in the comments below! And don’t forget to follow us on Twitter @BluewaterBrand or like us on Facebook to stay updated on the latest things happening here at Bluewater!

About Jim Robbins
Jim Robbins

Jim is Bluewater's Business Development Strategist. With a background in digital and print marketing, Jim analyzes and develops strategic marketing plans for major brands. Outside of work, Jim enjoys traveling and spending time enjoying the great state of Minnesota.

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