Analyze customer behavior to predict the future

Predictive thinking is good. To position the next offer, to adjust prices in the future, to evolve communication... You need information about your customers. Where can you find it? Find out all our tips on how to use marketing.
SUMMARY

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All this information just a click away

Forget the crystal ball

The Madame Irma technique has never been reassuring in business. Even if intuition can sometimes be useful. To convince others, starting with yourself, two or three tangible elements of analysis are welcome. And yet, without you often being aware of it, a panel of qualified information is at your fingertips. How can you seize it?

Collect data

1. About your contacts

Are your approaches to your leads - sales contacts - conclusive? It's worth asking yourself this question, in order to :

• improve them - if they're not very successful as they stand, knowing why will enable you to rectify the situation,
• or stop them - there's no point in continuing and spending time on them if they don't work.

This feedback is crucial. For a mailing campaign, for example, it's the basis. But depending on the tool you use, the data you get will be more or less significant. Email marketing software always indicates open and deliverability rates, for example. But some, like Sarbacane, go further and provide you with more detailed information, such as :

• average reading time spent,
• the device used to open it: smartphone, tablet or computer,
• or even geotracking location.

2. Around your content

If you're running a content marketing strategy, you'll have different types of content online. This can include :

• articles on your blog,
• a white paper you've produced,
• various documents such as case studies that you propose,
• etc.

Once posted, this content is "self-service". But for you, knowing who has worked on what content can be invaluable. A solution like Sparklane makes this possible. Knowing who's interested in what enables you to understand their issues, current events or profile, so you can adapt your approach accordingly.

3. Around your site

In addition to your marketing content, there's your website. A showcase for your business, it too is freely accessible. Knowing that a prospect has come back to browse it for the fifth time, paying particular attention to your "rates" tab, is information of the first order. For you, it's the signal of a decisive arrival at maturity. It's time to make direct contact. With a tool like Visiblee's tracker (formerly Salezeo Lead), this data from your site is collected and automatically entered into your database and/or customer file.

4. Your social networks

Your presence on the web also extends to your social networks. Your followers are your zone of influence: customers, prospects, partners, competitors... When you publish a post, it would be interesting to know more about the profile :

• those who liked it,
• those who reacted,
• those who clicked.

You could do this manually. But it's time-consuming and laborious. What if an application did it for you? That's what Agora Pulse offers. The public data of users interacting with your account is analyzed. Badges and tags are assigned to them, so you can qualify them finely to enrich your database.

5. Around your surveys

Another way to get to know your customers and prospects is to ask them a series of questions. Many companies conduct surveys or polls. With Oryanoo CRM, you create your questions and design the fields to be filled in simply and intuitively. The application then analyzes the results and returns them to you in the form of a report.

Backstage exploitation

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Now you know everything you've always wanted to know. But what are you going to do about it? Because it will only add value to your marketing strategy if you integrate it with your CRM (Customer Relationship Management). And that depends on what you can do with your CRM in terms of personalization. Standard software rarely provides THE configuration that would be most relevant in your case. Without the leeway to customize profile fields, for example, your data may be top-notch, but it won't be usable. On the other hand, with a CRM like Magic Business, customization is at a maximum, to enable more judicious filters and better exploitable segmentation.


Armed with reliable sources of information specific to your clientele and activity, you're in a position to readjust your model, modulate your offer, to bring you into perfect harmony with detected expectations and... hit the bull's-eye!