Customer Database

Want to build a Database from scratch?

If you are planning to start a B2C (Business to Consumer) business or have recently launched your business idea, the chances are that you have probably not created a target customer database.

So if no customer database exists, you need to do some customer research using an ACORN profile description to identify postcodes and your key customer types.

The mapping of these postcodes would also enable you and your agency if you have engaged one, to identify the current customer catchment area and provide a profile to answer 3 core questions:

  1. Who is the market?
  2. What media to use?
  3. What should the message be?

Already have a database but need to review it?

  1. Simple Profiling?

A Simple profile is one that only takes into account your existing customer data. In this instance the postcodes of customers are profiled against the GB Base. This may be the GB Household Base or the Population Base. The choice of the base will normally depend upon the purpose of the profile.

Many businesses attract different types of people during the week and at weekend due to impact of work and family availability. Some even draw different types by time of day. So this simple analysis of the total customer base will mix them all together.

For example if the objective is to profile members of a health and fitness club or the customers of a shop, then the population base would be used. However if the database to be profiled is one of conservatory owners, then the household base would be the more relevant.  This profile data can also identify other characteristics such as internet usage, newspaper preference, general hobbies, main shopping brand preference et al, based on general population data.

The purpose of the base is to provide a comparison for the ratios of customer types in the profile. It is this ratio that indicates which types of people are more, or less, attracted by your service or product.

Whichever base is used, the main purpose of the simple profile is to show which types of people will be the main customers for your business. The characteristics of these customers can then be identified.

  1. Catchment Area Profiling

Once again the postcodes of your customers are profiled but in this case the resulting customer profile will benefit from being compared to the population/ household base within that primary catchment area which tends to be the area within which 70% of customers/ members live or are based when visiting your business.

For example the area within the M25 has few agricultural areas, but GB has. Therefore to use the GB base will skew the resulting analysis and may lead to the wrong conclusions being drawn from the resulting profile.

In some cases the profiling results may benefit by the analysis of drivetime limits. For example if the primary catchment area for an organisation is, say, 30 minutes it may well be that the people who drive for 15 to 30 minute minutes are more avid users and so deserve to be identified.

Only by understanding the two very different visit/ user personas can an effective marketing/ sales campaign be developed.

Call Jamie Allan on 07786 228553 or contact me here for a chat about how I can help you to build the RIGHT database for your business.

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