Effective Marketing through Customer Data Enhancements

 

IF you are trying to talk to everyone, you're not talking to anyone

Improve your results with our customer data enhancement and customized segmentation analysis.

Customer data enhancement is the process of enhancing your customer data with additional information pulled from external sources. This permits us to create enhanced market segmentation analysis which allows our clients to define, target, and generate lists of non-customers and customers – at the household level. Additionally, we can target existing customers that represent additional revenue for the institution's for cross-selling or up-selling to increase your institutions share of wallet.

By segmenting your market and customers, you can create messages that will resonate with your audiences.


Watch this two-minute video about customer data enhancement at the household level.

Since 1983, GISBanker has been a trusted source of unique and differentiated data that yields actionable insights and drives revenue. Through persistent innovation, we have evolved into an insights, analytics, and technology leader.

We help our clients enhance, synthesize and activate customer data, turn complex insights into an understanding of customer needs, personalize the customer experience with the right messages in the right channels, and meaningfully measure performance to optimize marketing spend and customer value.

We carefully analyze the market segments defined through the customer data enhancement and their relationship to specific products and services. This allows you to create specific messages that will speak directly to your audiences and build deeper customer loyalty. This helps you stay focused on the customer no matter if you are using social media or direct mail - both want to achieve the same bottom-line result of improved response rate and better ROI.

Here is an illustration: This chart is an example, showing a 93% correlation between discretionary income and geographic location and a particular target market segment. The target market segment, Prudent Professional J51, was highly correlated to a specific account offering offered by the institution.

Example - Target Market Segment

This market segment (Prudent Professionals) is generally college-educated; these families have their budgets in check. They have relatively low discretionary spending compared to their incomes. Although they carry a high number of lines of credit, they have low credit utilization. They are mostly on-line bankers and generally do not find the stock market to be too risky. Their Vantage Scores are usually higher than the national average.

As an example, this segment is ideal for an institution with a focus on equity lines of credit, Internet banking and credit cards.

Example - Target Market Segment

Our goal is to provide services that can simultaneously increase your reach into your target markets while saving you time and money and improve your efficiency, all grounded on data. Using GIS technology, combined with years of experience, we help you develop a focused view of your markets based on the most current data. Contact us today at (619) 917-7596 for more information.


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