However, beyond this the B2C data can be cut in a myriad of ways to

provide the marketing manager with an almost infinite number of ways to

‘slice the cake’ and find common attributes, behaviours and values

between markets to build better quality direct marketing campaigns.

Lifestyle and demographic segmentation

For example, some people have been known to segment according to

political persuasion. Others may slice according to religious belief

or what brand of beer the prospect prefers. Such ‘lifestyle data’

questions are of course meaningless when applied to a B2B setting.

However when B2C lists are segmented according to such apparently

random factors, the results can yield lists of amazing value to the

marketing executive.

Consumer modelling and analytics methodologies can determine common

lifestyle and demographic elements among customers. A model of a

typical current customer can be used to find ‘look-alike’ prospects

with similar lifestyles and demographics. One of the best know models

in B2C data is the ACORN classification, which describes the typical

behaviours of people living in a neighbourhood that a postcode has been

matched to. For example, people living in Richmond upon Thames and St

Albans (both ACORN group 19) are more likely to take holidays in Canada

than people living in Harrow (ACORN group 31). This very specific piece

of B2C data would prove of real value to those working in the travel

industry who might wish to promote their latest deals on flights to

Canada or similar destinations.

Buyer behaviour

Another way of slicing B2C data is to look at purchase information to

build a picture of buyer behaviour. This insight can be used to plan

how best to influence purchases for greatest profit. Timing a

promotion to coincide with when a customer is more likely to make a

purchase of a certain type.

Intelligent use of B2C data reaps huge reward for the smart

business.

Greater profit through enhanced understanding of customers

Segmentation allows businesses to create special offers, products, and

deals for groups of customers with similar needs that solves their

particular problem or want. Ultimately the aim is to generate greater

sales due to a better understanding of what a customer wants, when they

want it and at what price.

Customer loyalty

Knowing how consumers change over time is also important. Keeping

track of say when they may change jobs through promotion could indicate

a higher disposable income and therefore a new desire by them for

status goods. Or if they start a family a whole new set of selling

communication and selling opportunities presents itself. This B2C data

is invaluable in maintaining relevant and constant communication to

maintain customer loyalty.

Using a B2C data provider such as Marketing Source can get you talking

to the right segments to achieve your sales and business objectives.

Call them to find out how they can help you get you in touch with the

people that count.

The consumer database list specialists 2007