Increase ROI with Consumer-Centric Analytics

Today, consumers view more than 1 million marketing messages through a variety of channels from enterprises across the world. Faced with information overload and channel clutter, consumers are resisting.

The time-stressed and savvy consumer sits in the driver’s seat as businesses compete for a share of their wallets. 

To get an effective message to this consumer, marketers must implement consumer-centric analytics that help them understand, find, and sell to the right consumers at the right time, in the right place.

Marketers must first be prepared to answer these questions…

• Who are your consumers and what do they look like?
• Do they all look the same or are there segments you should be addressing with unique messages?
• What are the geo-demographics of these consumers?
• What are the life stage, lifestyle, consumption needs, shopping behavior, and purchasing patterns that correlate with your customer profile?
• What will trigger these consumers to consider your products and services?
• Which category of products or services best suit the needs of consumers you seek?
• What are the preferences of your consumers when choosing among competing brands or companies?

Consumer-centric analytics transform consumer data to provide answers to these questions. In order to cut through the clutter to find, win and keep prospects and customers, marketers need to be able to answer these questions.  In the process, you will develop a 360-degree view of your consumers.

Marketers who want to implement consumer-centric analytics must begin using consumer information management and reporting tools.  Once in place, a company is ready to move from traditional analytics based on hindsight to consumer-centric analytics based on insight and foresight. While hindsight describes what consumers did in the past, insight and foresight are more important to marketers in today’s marketplace.

With the right tools in place, marketers are better equipped to overcome the challenges every marketer faces:

• Ever-changing consumer data. Marketers need frequent, sometimes real-time, data updates to maintain consumer data accuracy.
• Tracking multiple consumer touch points. Marketers need to track all the marketing touch points a consumer has received, consumer-stated or inferred preferences, and measurability of impact and results.

As marketers, we all want to think we have “insight” that helps us be more successful.  Insight means knowing consumer behavior drivers and their effects.  The trick, and the advantages of a consumer-centric marketing program, is to have “foresight.”

“Foresight” is knowing what consumers want and when they are ready to buy.

Foresight not only drives better sales and marketing results, it can provide the predictive capability to make better product and inventory decisions that will increase ROI even more.

To learn more about how to implement consumer-centric analytics to boost your marketing ROI, contact the Acxiom Team.

The Acxiom Team Helps You Grow Your Business

At Acxiom, we help companies increase their market share and create enduring customer loyalty.  Whether your order is $20 or $25,000 we will help you create the best marketing plan to generate new leads and grow your business.

Our knowledge of the direct marketing industry and the unparalleled quality of Acxiom data is the combination that leads to your success.  Our dedicated account team will work with you to make your job easier.   We know you’re busy enough doing your job.  Rely on us to do ours, and see the results.

Call us for a free consultation 866-977-6018
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