Understanding your customers

We have a number of tools online that help us to analyse our client’s customers from both a geodemographic and lifestyle/behavioural perspective.

Using a range of population classification systems, including MOSAIC UK, Financial MOSAIC and CAMEO UK, we can segment a customer database using postcodes, to:

• Profile and identify the demographics, lifestyles and purchasing habits of customers
• Understand the distribution of customers, and their concentration around a location
• Compare the socio-demographic profiles of customers by product/brand and identify opportunities for cross-sell and up-sell
• Analyse patterns of growth from particular segments, and evaluate its potential future impact on sales
• Use your customer profiles to target and recruit new customers

Given a geodemographic profile, we can then fuse this data with lifestyle/behavioural surveys such as TGI and Touchpoints, to understand:

• Buying/expenditure patterns by product/brand
• Media habits – both broadly speaking and specific to title/section/station/ programming level
• We can understand how and when your target audience(s) consume media – in what environment and what they might be doing at the same time
• Attitudes to a range of over 200 statements related to media, travel, self perception, to name but a few, to help build an attitudinal as well as geodemographic image of the target market(s)

All of the above helps to ensure that we maximise the efficiency of the available media spend by targeting the most appropriate audiences.

We also draw on industry/media owner research. We pride ourselves on keeping abreast of all new research intiatives, including the likes of MediaDNA and the PPA’s ‘Uncovered’ series – again, to help inform media planning and selection and ensure that the target audiences are being reached in the most appropriate environments.