Where do you keep your smartphone when your head hits the pillow at night? Is it within arm’s reach or tucked away in another room? According to a survey conducted by Pitney Bowes Inc. at the Direct Marketing Association’s DMA: 2012 Conference & Exhibition, 69 percent of 175 brand marketers sleep with their smart phone turned on and within arm’s reach. The survey also found that 77 percent of brand marketers use the same mobile device for personal and work email while only 22 percent keep their devices separate.
The barrier between personal and work life amongst highly-connected professionals such as brand marketers has all but dissolved. Like each helix on a strand of DNA, the personal and work lives are now blended. Each task reflects attitudes and behaviors that may fit neatly into the work or personal bucket, but occur in a sequence that rapidly alters as people move through each day. The “To Do” list is interwoven between work and play. “Pick up diapers” is listed just under “Finish the sales forecast.”
As we turn the mirror to see marketers as consumers themselves, the reflection also reveals the real marketing challenge today: How do marketers target B2B clients or consumers who are increasingly living and communicating in this hybrid manner?
“As the walls between work and play become more porous, marketers must be more precise as they use big data to reach their targets,” said Dan Kohn, Vice President, Corporate Marketing, Pitney Bowes. “Customer analytics reveal work and play activities of desired consumer segments. By examining a few – just the right few – types of data during segmentation, brands may intelligently communicate with customers during either work or play modes.”
As an expert in communications between brands and consumers, Pitney Bowes offers tips to help marketing professionals reach B2B clients and consumers where they dwell - at work and at play.
Data That Helps Target Blended Personae
Time of Day: What time of day is your message hitting your customer?
Location: Does geo-location place them at home or the office or en route?
Browsing: Does their browser reveal shopping and social media habits at certain times of day?
Transactions: How often and how much do they spend with your brand? What are these patterns?
Social: Are they participating with your brand online? Do they take your surveys?
Pitney Bowes Software Customer Analytics solutions feature Spectrum, Portrait Explorer, Portrait Miner and Portrait Uplift.
Spectrum incorporates master data management capabilities with a future-proof approach that helps organizations build, extend, understand and leverage complex relationships and hierarchies within and across organizational boundaries and into the realm of social networks and big data. The solution delivers actionable insight to drive efficient and effective customer interactions and communications across all channels by combining the disciplines of data quality, data integration and master data management with spatial, social and predictive analytics in one comprehensive solution.
Portrait Explorer deals with mass volumes of customer data and serves it up to business users in an easy-to-use and compelling interface. By providing direct access to business users as well as to the data analysts, companies and organizations gain a greater level of customer understanding in a fraction of the time.
Portrait Miner utilizes state-of-the-art 3D data visualization and rapid modeling automation to uncover important data relationships. The solution helps organizations gain fast actionable insight into customers and predict future and profit-impacting behaviors.
The Portrait Uplift solution goes beyond traditional modeling approaches which predict customers likely to buy, and, instead, predicts how much a marketing interaction will increase, or decrease, a customer’s likelihood to purchase.