How do you identify patterns in customer data?

Embarking on a data-driven journey at Tatvic, we learned about our goal-getter. Before diving into the data deluge, I emphasized defining crystal-clear goals and questions. 1) What spurred customers to try our product? 2) How did they perceive its value? By answering these questions at each stage of the customer journey, we not only honed our focus but also unearthed actionable insights.

If you have a clean, robust dataset then "asking" questions of it is a great way to get to usable insights - or confirm what you think you know. However, in my experience with B2B tech - with long sales cycles and confounded data (many customer touch points, engagment stops and starts, phased sales) it's often difficult to find pure data streams to interrogate. Customer journeys vary widely and sometimes refuse to behave coherently. When in this situation, I let the data talk to me. I look for trends or "new" things - customers using different words to describe needs, asking for simpler or more complex / comprehsive solutions. Is a different type of customer suddenly interested? Spotting trends early lets you act early.

Perhaps the most necessary part as all of your communications and the tactic to generate revenue is dependent on the same. Few things to consider while segmenting: 1. Make sure no customer gets left out. For this, follow MECE (mutually exclusive collective exhaustive) approach. 2. Create segments based on various objectives. For eg. Demographic segmentation, customer journey segmentation, purchase behavior segmentation, affinities etc. Why? So that, you can send them multiple campaigns based on the different seasons, objectives etc.

Once of the most effective ways I've found is to do this via a cohort analysis. This goes beyond even segmentation and clusters groups of customers/users by parameters that you set. You will be stunned by the value of doing it this way.

?Alguna vez te has preguntado cómo las empresas descubren tus gustos y deseos? ? La respuesta está en la magia de la segmentación de datos. En el fascinante mundo digital de hoy, la información se ha convertido en un tesoro codiciado. Las empresas emplean trucos ingeniosos para reunir, analizar y utilizar esos datos a su favor. En mi caso, recibo correos llenos de ofertas de videojuegos, ?y no es coincidencia! Saben que soy un fiel seguidor de Nintendo, y con astutas promociones personalizadas me seducen, creando esa urgencia de aprovechar las ofertas. ?Es como si supieran exactamente lo que estoy buscando!

In the vibrant chaos of the Indian market, we embraced segmentation, focusing on demographics. Picture Raj, a tech-savvy 30-year-old from Mumbai. By tailoring our approach to his urban lifestyle, we witnessed a surge in engagement and brand resonance.

Visual cues can help you identify patterns quickly. It is also useful for having your consumer identify the same patterns you see. An example of this that I like to use is for SEO keyword research. I like to build a list of keywords and download them into an excel sheet. From there, I will conditionally format columns where the highest search volume of words is green and the lowest search volume is red. I will then layer on additional conditional formatting to label the lowest competition for keywords green and highest competition as red. This will immediately create visual cues of which keywords have the highest relative search volume, but the lowest competition to build a strategy.

Visualizing data became a compass. 1) Charts unveiled the tapestry of customer segments, transforming raw data into actionable insights. With clear visuals, sailed smoothly through the sea of information, identifying patterns effortlessly. 2) Visualizing data in this way allowed to stay ahead of the curve, adapt strategies, and navigate through the evolving patterns. 3) Harness the power of heat maps and geo-maps. These visuals paint a vivid picture of customer density by location. Understanding the spatial distribution of data enabled us to tailor marketing strategies to specific regions, ensuring a more targeted and impactful reach.

Recientemente, lanzamos nuestra nueva plataforma de recompensas, guiados por la voz de nuestros clientes. A través de una encuesta, donde segmentamos a nuestros usuarios por categorías, dando con varios datos fascinantes y reveladores que ni siquiera sabíamos que existían. Resulta que cada grupo buscaba algo distinto, ?aunque siempre les hablábamos con el mismo tipo de comunicaciones y promociones! Ahora, con todos estos datos en nuestras manos, estamos implementando de manera eficiente las propuestas y ver cómo cambian las métricas de nuestros objetivos.

Act based on customer data findings and apply them in decisions to improve competitive advantage and achieve goals. Thanks for this article!!!