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BEST PRACTICES & STRATEGIES

Linking geo-based customer information

with CRM can be the key to success

In today's digitized world, consumers are cation or even travel habits. By analyzing existing cus-
bombarded every day with a huge amount of tomer data regarding the place of residence of the re-
information, but only a fraction of it is spective customer, and enriching it with further current
consciously perceived. Only those who really spatial, socio-demographic, economic or consumption-
know their target groups and bring the right relevant data, customer profiles can be sharpened,
products to the right region(s) can best meet the market shares increased, and marketing costs reduced.
demand and ensure high response rates for Dirk Simon, CRM expert and managing director of
advertising measures. Merifond, uses 6 steps to explain how successful data
segmentation and enrichment works.
But how can you use geodata to find out more about
your own customers, about whom only little sales infor- 1. Spot gaps in customer profiles for sales
mation is available and hardly any further preferences potential
are known?
Even if that sounds trivial, but the first step is to under-
Well, “tell me where you live and I'll tell you who you stand that the existing customer sales data are not
are”, since a place of residence reveals a lot about a complete and that they do not allow any conclusions to
person, be it for example their income segment or their be drawn about the true potential of the customers.
likely consumer behavior. And since people are shaped
by society, it is assumed that people with similar prefer- 2. Check the status quo and target state of
ences and circumstances often live next to each other. the customer profiles

Based on this information, conclusions can be drawn, There are different methods and options for enriching
for example regarding purchasing power, level of edu- customer profiles with geodata. For example, if you

16 April 2021: Immersive Technologies in Marketing