Forecast Forensics + Digital Profiles: The 16 Profiles

Last week, we introduced the concept of marrying Forecast Forensics and Digital Profiles (contact me for your own customized project).  This week, we get to see what the geeky math created for us!


Let's review the attributes of each of the sixteen Digital Profiles we generated.


Digital Profile #1 = The Future Of Multi-Channel

• 2,278 households.
• $642.25 spend last year.
• $40.10 price per item.
• 39% shop via Telephone.
• 13% shop Online.
• 74% shop E-Mail.
• 27% shop via Search.
• 15% shop via Social.
• 41% shop via Mobile.
• This customer has a propensity for shopping via any channel, including Social and Mobile, representing the future of multi-channel e-commerce.

Digital Profile #2 = Classic Multi-Channel

• 4,483 households.
• $735.11 spend last year.
• $43.24 price per item.
• 87% shop via Telephone.
• 60% shop Online.
• 20% shop E-Mail.
• 1% shop via Search.
• 15% shop via Social.
• 13% shop via Mobile.
• This is the classic situation, with the customer shopping via the phone and online.

Digital Profile #3 = Mobile Mavens

• 3,344 households.
• $249.55 spend last year.
• $64.62 price per item.
• 16% shop via Telephone.
• 8% shop Online.
• 13% shop E-Mail.
• 25% shop via Search.
• 21% shop via Social.
• 67% shop via Mobile.
• This Digital Profile is most likely to shop via the Mobile channel.

Digital Profile #4 = Social Mom & Dad

• 3,309 households.
• $374.61 spend last year.
• $80.44 price per item.
• 72% shop via Telephone.
• 41% shop Online.
• 2% shop E-Mail.
• 0% shop via Search.
• 36% shop via Social.
• 10% shop via Mobile.
• This customer is most likely to shop via Social, and it turns out that nearly 3/4th of this audience also shop via Telephone, suggesting this is an older audience.

Digital Profile #5 = E-Mail Loyalists

• 5,938 households.
• $692.09 spend last year.
• $41.58 price per item.
• 0% shop via Telephone.
• 85% shop Online.
• 95% shop E-Mail.
• 18% shop via Search.
• 9% shop via Social.
• 11% shop via Mobile.
• Notice that the customer also shops online ... with none of the customers shopping via the telephone.

Digital Profile #6 = Crazy For E-Commerce

• 2,026 households.
• $719.99 spend last year.
• $39.99 price per item.
• 0% shop via Telephone.
• 100% shop Online.
• 1% shop E-Mail.
• 0% shop via Search.
• 21% shop via Social.
• 26% shop via Mobile.
• An e-commerce customer with a propensity for shopping via emerging channels.

Digital Profile #7 = Searching And Shopping

• 2,078 households.
• $582.75 spend last year.
• $70.89 price per item.
• 0% shop via Telephone.
• 93% shop Online.
• 48% shop E-Mail.
• 72% shop via Search.
• 14% shop via Social.
• 16% shop via Mobile.
• Anytime you see this distribution, you worry a little bit ... the customer is brand loyal, but may not be achieving her potential due to a propensity to shop via Search.

Digital Profile #8 = Catalogs Are Dead

• 2,629 households.
• $438.68 spend last year.
• $72.46 price per item.
• 0% shop via Telephone.
• 100% shop Online.
• 0% shop E-Mail.
• 0% shop via Search.
• 35% shop via Social.
• 39% shop via Mobile.
• This customer does not fit the catalog profile (0% via phone).  Granted, the customer could shop online via catalogs, but given the high percentages associated with Social and Mobile, it's more likely this customer is aligned with emerging channels.

Digital Profile #9 = E-Mail Plus Search

• 4,214 households.
• $272.63 spend last year.
• $34.99 price per item.
• 6% shop via Telephone.
• 0% shop Online.
• 70% shop E-Mail.
• 36% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• This is obviously a discount-type shopper, with a low price per item, shopping online.

Digital Profile #10 = Cheap Catalog Items

• 7,380 households.
• $243.21 spend last year.
• $37.74 price per item.
• 100% shop via Telephone.
• 10% shop Online.
• 0% shop E-Mail.
• 0% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• Another budget customer buying low price-point items.

Digital Profile #11 = GaGa For Google

• 6,652 households.
• $146.07 spend last year.
• $71.59 price per item.
• 3% shop via Telephone.
• 0% shop Online.
• 7% shop E-Mail.
• 94% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• A one-time or two-time per year buyer using Google to place the order.

Digital Profile #12 = Pricey Catalog Items

• 7,168 households.
• $142.02 spend last year.
• $74.92 price per item.
• 100% shop via Telephone.
• 2% shop Online.
• 0% shop E-Mail.
• 0% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• Pure catalog shopper buying expensive items.

Digital Profile #13 = Adores E-Mail

• 9,832 households.
• $152.68 spend last year.
• $37.34 price per item.
• 0% shop via Telephone.
• 28% shop Online.
• 97% shop E-Mail.
• 5% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• E-mail shopper who enjoys buying inexpensive items.

Digital Profile #14 = Web Masters

• 12,014 households.
• $195.17 spend last year.
• $33.66 price per item.
• 0% shop via Telephone.
• 100% shop Online.
• 0% shop E-Mail.
• 0% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• Online buyer who purchases inexpensive items.

Digital Profile #15 = Pricey Digital Preference

• 3,040 households.
• $184.88 spend last year.
• $71.40 price per item.
• 0% shop via Telephone.
• 44% shop Online.
• 63% shop E-Mail.
• 43% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• E-mail shopper who buys online and buys pricey items.

Digital Profile #16 = Pricey Website Preference

• 17,345 households.
• $130.79 spend last year.
• $74.29 price per item.
• 0% shop via Telephone.
• 100% shop Online.
• 0% shop E-Mail.
• 0% shop via Search.
• 0% shop via Social.
• 0% shop via Mobile.
• Expensive items, only purchased online.