If you’re a smart business, you track as much data on your customers as you can, from demographics to geography. And with the advent of technology and social media, you’re probably able to layer in addition data in the behavioral and psychographic arenas, too.
The data you collect is, of course, called first-party data, and if you know how to segment it — not just by demographics such as marital status and children, but by behaviors such as when customers purchase items and perhaps other characteristics — then you’re going to have better insights into how to meet their needs.
But what if you could layer in third-party data in all those realms, from demographics to psychology and more? That would help you create segments that are even more solid in their assessments of customers. What does that segmenting process look like for your company? This graphic helps to explain it.
Jessica Bennett is a writer, editor, and novelist. Her clients span a number of industries, and she’s written blog posts, product descriptions, articles, white papers, and press releases— all in the name of inbound marketing. She’s proud to be Inbound Certified, but her VP of Morale, Avalon, doesn’t quite get what all the fuss is about. But he’s a rabbit, so you can’t really blame him.