How to find the most valuable customers?

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Management has a recognized corporate law, called "Matt Law", also known as the "28 law", one of which is "28 marketing law." Operators to seize 20% of the key commodities and key users, infiltration marketing, far-reaching.

In the face of many customers, 28 marketing rules are very important. Now what we need to know is how to identify these most valuable customers? Who are they, 20% of the population will be relocated every year, where they are, what is the cycle of consumption of the product, and how to increase the frequency and amount of consumption? How to analyze the influence of the life track, life ideal, personal pursuit and character hobby on the product sale of the Enterprise ?

To solve these problems and find out the most valuable customers, we need the enterprise to establish a strong dynamic customer database, or entrust the third party database marketing company to conduct in-depth customer data analysis and mining. Data mining is a lot of data to dig out the useful information, that is, from a large number of incomplete, noisy, fuzzy, random actual application data found hidden, regular, people in advance unknown, but there is potentially useful and ultimately understandable information and knowledge of the nontrivial process.

Tuo Peng Database Marketing organization, first of all the data properties of sampling checks, determine the accuracy of the data validity. The data is then intelligently matched, removed, erased, blacklisted, supplemented by a series of processes to make the data more accurate.

For example: Consumers only contact data, its value is very limited. The use of powerful ancillary data to automatically match the value of the property of the community or work place where they live, the surrounding environment and other information, and can determine its living environment and economic income status, so as to comprehensively assess the data consumption capacity, analysis of its economic value, that is, improve project execution efficiency, so as to truly "precision marketing, Targeted ".

At the same time, through the data mining technology, analysis of each consumer information hidden behind the value, such as consumption habits, consumption capacity. According to the real characteristics of consumers, brand and product accurate and effective dissemination, can even achieve personalized customization.

Bertelsmann is one example.

The Bertelsmann Direct group from Germany, currently the most important branch of business in the Chinese market, is a book club that operates in the membership model, accounting for more than 80% of its annual sales revenue.

By selling ads to specific magazines, websites, and exchanging databases with other direct-mail companies, the Bertelsmann Book club recruits nearly 100,000 new members each year.

After the new members are included in the Book Club database, their corresponding "active index" increases with the number of purchases. Bertelsmann believes that active members are more valuable customers.

The more customers buy, the clearer and clearer their needs become. This provides more convenient conditions for data mining and customer segmentation. Bertelsmann is concerned about the hidden customer behavior and buying drivers behind the data, and the value that may be brought to the business.

The Bertelsmann Book club has made many attempts in customer segmentation from the beginning of its existence. For example, by channel division, like online shopping and often go to the store members have nothing to do; According to the geographical Division, Shanghai and Beijing members have different reading preferences, according to the identity division, the young mother was specifically divided, designed a perfect mother's catalogue, and according to age and so on.

The Bertelsmann Book Club has broken the original single standard by age, combined with the level of activity (purchase frequency), life cycle (initiation time), purchase records (reading preferences), purchase channels, consumption capacity, payment methods, as well as price sensitivity and so on multiple standards, the members of the integrated management.

This can be analyzed, the customer's value is reflected in how to better understand him on the basis of the need to understand his hobbies, daily life habits, age, income and other information. This can be targeted to do the most effective communication. For the enterprise, it is also to find the most valuable customers.

Author: Liu Xiancong database Marketing Organization

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