A recent Knowledge@Wharton report entitled ‘Rethinking Segmentation for the New Digital Consumer’ strongly echoes the approach Clutch delivers through the collection, analysis, segmentation and profiling of consumers for many of the world’s premier brands. As the report states:
“At their core, digital users are individuals who bring a unique digital profile and set of behaviors to every situation. This new digital world of “Bring Your Own Persona” (BYOP) requires a fundamentally different way of thinking about customers. It used to be assumed that people exhibited predictable behaviors in their public and private lives based on their socio-demographics, allowing firms to use classic segmentation for targeted interactions. Those models are no longer sufficient. Almost all demographics have access to mobile, social and wearables. What distinguishes different digital user segments is their savvy in knowing how to use these tools and their comfort levels with the data they are willing to share in various scenarios.”
Along the same lines, Clutch’s advanced, end-to-end consumer management platform empowers marketers to strategically identify, understand and engage their customers. This allows brands to leverage deep insights on their consumers to effectively segment, motivate and optimize customer activity across mobile, online, in-store and social channels, thus maximizing the lifetime value of customers.
The example pictured illustrates how ‘omnichannel’ data across an array of channels can be synthesized to build out power customer segments that serve as the foundation for strategic engagement. The illustration displays the array of dimensions that can be viewed for a consumer to deeply understand their activities, interests, desires and tendencies, like:
Demographic Details
Purchase Motivators
Channel Usage & Preference
Geographic Location
Lifetime Value
Purchase Frequency
Purchase Volume
Social Activity
SKU Information
As the Wharton report also states:
“Companies that are able to reorient their marketing and product-development efforts around digital customer segments and behaviors will tap into the hypergrowth that mobile, social and wearables are experiencing. By tailoring the interactions to their unique digital abilities and attitudes, successful companies will create more offerings that appeal to [an array of consumers.”
As consumers are reinventing the way they interact with brands, brands need to assure they are strategically realigning the experience they deliver across each customer touchpoint. With consumers moving fast and the marketplace more competitive, finding the right technology to connect organizations and their brand to their customer is essential. Clutch agrees that relying on traditional marketing, traditional loyalty or a traditional CRM will leave the customer interaction short of seamless, targeted engagement today’s customers demand.