How to boost your marketing campaigns with Data Driven Marketing | Stephen Farr-Jones posted on the topic | LinkedIn (2024)

Stephen Farr-Jones

Chief Strategy Officer

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Unlock the full potential of your marketing campaigns! Our latest video explores four levels of targeting – from the basics to the "Rolls Royce" of precision targeting. Learn how specific targeting can significantly boost your ROI and transform your marketing strategy. Don't miss out on discovering the key to more effective campaigns.#DataDrivenMarketing #Targeting #MarketingStrategy #ROI

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Transcript

And today we're going to talk about targeting of customers in the United States. It turns out there are four fundamental ways to target our customers. At its most basic, we can hit an entire area, let's call it a carrier route for direct marketing or a zip code or anything else like that. The next one up is demographics, age, income, distance from the location. Then we go up in sophistication to clusters. These are companies like Prism, Personick S, Tapestry, Mosaic, who pre group all American customers into about 70 household groups. Think upper crust, think blueprints, hairdos, thinks kids and soccer moms. Finally, the Rolls Royce of targeting the United States is propensity. Unless these are lists that literally rank every one of the approximately 100 million plus households in America and they force rank them into the best to the worst along their likelihood, their propensity to take an action. It could be as simple as I want to buy sketcher shoes to I will go to a Bar and Grill to unlikely to buy an SUV as my next car.

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