Step One: Customer Identification from Behavioral Data
The key to understanding buyers or customers is to be able to look at them as people, not as demographic groups, psychographic cohorts or slices of a firm’s sales pie. People buy products and services, not demographic groups and not psychographic units. And, to effectively develop marketing communication messages and incentives that will be of value to the customers and prospects the marketing firm wants to serve and to solve the problems they have, the marketing communications manager needs to identify customers who might have those needs or wants. There are any number of ways to identify customers, but the most common is through some type of analysis of the information commonly held in the organization’s database.