September 28, 2010

Digital Profiles Part I: Mobile Buyers

Within every Digital Profile analysis, there are subsets of customers that are interesting to analyze, from a marketing standpoint.

Take a look at Mobile buyers. Within our Digital Profiles, Mobile buyers are represented by the following Digital Profiles:
  • Gold Mine! = 1,007 customers.
  • Multi-Channel Mavens = 654 customers.
  • The Digerati = 293 customers.
  • A Long Drive = 471 customers.
  • Shop Online, Buy In Store = 417 customers.
  • Direct Newbies Looking For Eight = 323 customers.
  • Online One/Twos = 515 customers.
  • Ship It To Me = 207 customers.
  • Retail Fanatics = 0 customers.
  • Retail 4/5/6 = 0 customers.
  • Retail 1/2/4 = 0 customers.
  • In And Out = 0 customers.
  • Retail 1/2/3 = 0 customers.
  • Retail Newbies Looking For Eight = 0 customers.
  • Retail 1/2 = 0 customers.
  • Rotary Phone = 0 customers.
The bottom eight Digital Profiles do not possess a single Mobile shopper.

Now, you are a marketer, and by most accounts, a darn good marketer, right? So what would your marketing message be to the first eight Digital Profiles, and what would your marketing message be to the final eight Digital Profiles, should you wish to promote your Mobile experience to your customer base?

Here's another interesting way to slice/dice Digital Profile data. Let's look at everybody who shopped via Mobile in the next month. We'll list which Digital Profile the customer came from. Here we go!
  • Gold Mine! = 74 customers.
  • Multi-Channel Mavens = 54 customers.
  • The Digerati = 26 customers.
  • A Long Drive = 34 customers.
  • Shop Online, Buy In Store = 12 customers.
  • Direct Newbies Looking For Eight = 13 customers.
  • Online One/Twos = 28 customers.
  • Ship It To Me = 8 customers.
  • Retail Fanatics = 2 customers.
  • Retail 4/5/6 = 3 customers.
  • Retail 1/2/4 = 2 customers.
  • In And Out = 4 customers.
  • Retail 1/2/3 = 6 customers.
  • Retail Newbies Looking For Eight = 3 customers.
  • Retail 1/2 = 1 customers.
  • Rotary Phone = 1 customers.
  • No Purchase Last Year = 91 customers.
  • Total = 362 customers.
Only 22 of the 362 Mobile customers came from the final eight Digital Profiles.

91 of the 362 Mobile customers came from outside the twelve month file.

249 of the 362 Mobile customers came from the eight Digital Profiles that are "Mobile-Shopper Friendly"!

It seems intuitive to think that Mobile marketing activities should be targeted at the first eight Digital Profiles, and should be touted to non-buyers/prospects as well. The final eight Digital Profiles are not very "Mobile-Responsive", if you will ... so we probably shouldn't focus conversion efforts in this area.

Clearly, some customer types have a pre-disposition to shop in certain ways, while other customers are pre-disposed to shop in other ways. It's pretty darn important to understand customer pre-disposition, if we want to use marketing dollars in an effective manner.

1 comment:

  1. Kevin, Thanks for this series.

    I couldn't resist looking at the dataset with Tableau Public. Hope my 10 key and transpose skills were sharp when I did this:

    http://public.tableausoftware.com/views/MineThatDataCustomerSegments/Dashboard1

    http://public.tableausoftware.com/views/MineThatDataCustomerSegments/Dashboard2

    ReplyDelete