The truth about customer data

From The Desk Of Marketing Mastery

Why do you think every corporation wants to know more about you? Because customer data is the lifeblood of profitable marketing. Blending customer behavior, economic trends and product data gives you the closest thing to being able to predict the future. While data is the most valuable asset for predicting marketing outcomes, we are drowning in information but starved for knowledge. How do you pick which data and which data sources are going to be valuable for your marketing? Google analytics will tell you where your traffic is coming from. Time people spend on your website. And what pages are converting best. Customer reviews may be insightful for parts of your business that need improving. And social media interaction can give insights into the type of content to focus on for future campaigns. However, as I've said in the past, there is a lot of smoke and mirrors in marketing. And many of these data points can be faked. Fake traffic, fake reviews, Fake social media follows. A large part of what you do to create profitable marketing campaigns is to cut away the fluff. And there is a lot of fluff to be cut. What it all boils down to is the data you have on your customers. Actual real life people that have spent their hard earned money to buy something from you. That can't be faked. With this data you can understand in depth who your customers really are. Open the document containing your previous customers information and answer the following questions… What major city or state has more of your customers living in it than any other? Research their area. The politics, geography and landmarks. What's your top selling product with customers in this area? What coupon is used by these customers the most? What's the average purchase amount for these customers? Are the majority of these customers men or women? What marketing channel was used to obtain these customers? What's their pain points? Ask yourself...

What keeps them awake at night, staring at the ceiling, unable to fall asleep as it relates to your product or service?

What are they frustrated about?

What is causing them pain, right now, as it relates to your product or service?

What is the single biggest problem that you can solve for them?

What do they secretly, privately desire most?


Immerse yourself in their world. Do what you can to get inside their heads until their deepest needs and dreams become evident to you.

If you've been in their business, walked in their shoes, laughed and cried with them, then you'll begin to understand their deeper reasons.

Tapping into that deeper reason is where you want to connect with your potential customer.

Then create an emotional way of connecting to the potential customer using terms and phrasing that resonates to what's going on inside their heads.

You want to solve their problem, not just sell them something.


The more customer data you have, the more you will be able to understand them and drastically increase purchasing conversions.

Thank you for taking the time to read this insight.

Jesse Grillo
Owner @ Marketing Mastery


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