The importance of customer and constituent data and insights for your marketing campaigns and website evolution

Communicating your brand the right way to your customers and engaging effectively with them are two of the most underrated yet super valuable in making your business thrive.  Customer and constituent data are important because what you can deduce and analyse pertinent information necessary in devising your marketing plan. Consumer insights derived from reliable data enable you as a business owner to understand certain behaviours and underlying motivations of your target audience. This would then lead you to craft informed decisions based on an actual trend. If you’ve already invested in digital marketing for your business such as implementing social media advertising for your brand, then the perfect follow-up to ensure success of your digital marketing is by anchoring your strategies on customer and constituent data.

 In this digital-driven world consumers prefer a personalized shopping experience where they feel that their options are valued and their needs are being attended with minimal hassle and stress on their end. For them, they prefer businesses who understand their needs and provide options tailored-fit for them. According to a research published on Forbes, consumer insight provides that 74% of consumers are actually annoyed and frustrated whenever they are sent irrelevant content. Hence, its importance cannot be overemphasized that consumer insights are material in coming up with marketing strategies which would catapult your business to greater heights. However, you must also make sure that your way of obtaining data on consumer insights are accurate, representative and comprehensive to attract leads in your data-defined audience. Customer insight necessitates analysis of data for you to be guided on what, where and how to sell your products or services.

For the marketing team in your organization, it has always been both a challenge and pressure to come up with potentially engaging content and convert them into actual sales. This is where customer insight comes handy for businesses to tailor their marketing to their consumers. Now that we know that customer insights are important, let’s take a look on the key factors of customer insight. What are the things to consider in implementing customer insight and using it to my advantage.

To consider using customer insight in your marketing campaigns, the following can be your starting points.

1. You should ensure to have adequate access to reliable and clean data.

Of course you have to start somewhere and by creating a Single Customer View, where data from everywhere is centralized, deduplicated and cleansed, you can to increase the profitability of their marketing campaigns and decisions because you will be able to see the bigger picture as to how your consumers respond and how likely you are to repeat or scrap off those ideas depending on what works best for your business.

2. You should have appropriate Tools for Data Analysis.

There are many available tools online  but it must be something easy to use which yields accurate results. The requirements for any customer insight system purchase should be non-ambiguous, have measurable goals and have fully considered the five key components of a technology purchase which includes people, data, technology, culture and process.

3. You must have the necessary skills  for Data Interpretation.

 Essentially, the ability to find patterns in data, particularly in the modern world, where data is bigger, faster and more varied than ever before. Your marketing team shall have the basic training in being able to interpret the data gathered and lead to a conclusion as to how to go about your marketing strategy moving forward.

4. Suitable Technology for Implementation.

With the onset of several platforms in coming up with customer insights, the choice is ultimately on the business owners themselves. Whatever works as long as the first three key considerations are taken cared off. It could be a single multi-channel marketing platform, or a variety of different marketing platforms. These could be integrated or they could act independently. You might use a piece of marketing automation for your direct marketing, an agency for advertising and a dedicated platform for social.

For those of you that are discovering Ngakkan Nyaagu (NGNY) for the first time, we are an Indigenous Digital Agency. NGNY is a 100% Aboriginal owned business and has been operating for 5 years. We have been engaged to deliver website, mobile app, graphic design and hosting services for Indigenous organisations and businesses, non-Indigenous organisations, businesses, government and enterprise. We are Supply Nation Certified, NSW Indigenous Chamber of Commerce (NSWICC) registered and B-Corporation Certified. We have gained a wealth of knowledge and experience along the way and have a lot to share with Indigenous businesses and the buyers of their products and services. (