How To: Make the Move from Lists to Profiles

Joe McGarveyBlasts are for the past. Making the move from viewing your customers as lists to seeing them as unique individuals will help you create communications that speak to your customers more directly. Concentri’s Universal Profile Management tools offer the marketer the opportunity to “know” a customer on a deeper level because all of a customer’s data (like email opens and clicks, website visits, etc.) are combined to create their profile.
But making the shift from lists to profiles can seem daunting, so how do you get started?

Here are a few pointers:

Think of each person as a person rather than an email address: You’re interacting with real people, not just addresses on a list. Start thinking about collecting other customer information as you interact with them. You have their email address, but what about other information such as site interactions or birthday? Collect this information via forms or through the use of an API. Every bit of information you’re able to gather about an individual can be added to their profile to create a clearer picture of who your customer is and how best to speak to them.

Think about what information could be useful to you: Instead of thinking about the information you already have, consider what kind of customer information you need to build segments and target effectively. Is it ad impressions, cat enthusiasts, or cowboy boot owners? If you’re a Concentri user, you have a powerful segmenting tool right in front of you. If you’ve got the data, Concentri makes it easy to find your audiences.

Be patient: Moving from lists to profiles doesn’t happen overnight and it often involves a paradigm shift within your organization, but it’s worth it. Making a change in how you view your customer data is the first step.

Don’t forget technology: The system you’re using for your profile creation and storage is just as important to consider when it comes to implementing a profile-based approach. Make sure that your technology of choice is able to update profile information in real time. Being able to individually target your customers increases conversion rates and makes your customers feel valued.

With profile-based marketing in place, you’re no longer sending Tim a discount for something he just purchased or showing him dog food when he’s looking for cat products. Now you have the information (and the technology) to truly “get” your customers.

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  1. […] Value Behind Customer Analytics In the past few weeks, we’ve covered the value of switching from lists to profiles, and the value of storing customer information, purchase history, preference details, search and […]

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