Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 49

Initially you need to look at your existing database, whether that’s in the form of your company’s customer relationship management (CRM) system, SQL/MySQL database, or even Microsoft Excel spreadsheets. Make sure you have each customer’s contact information, as well as their purchase and engagement history with your company. Using this information, you need to identify customers by:

 Purchase history: How much they’ve spent over their lifetime and the most they’ve spent on one order

 Referrals: The customers who provide the most identifiable referrals

 Feedback: The customers who have provided feedback or reviews regarding your company, products, or services

After you’ve identified this information, you can perform an analysis to discover and understand your customers’ defining characteristics. From there, you can create your audience profiles and then target people who fit the same mold.

Starting to work through the vast amounts of profiles can be overwhelming. Depending on how your customers have connected with your business, you may not have a lot of information about them. Don’t worry about what you don’t have — just gather all the information you do have about your existing customers into a small database or spreadsheet so that you can start tracking trends.

Here are some of the data points you’ll want to include in your analysis:

 Personal information: This kind of information includes your audience’s age (a rough age bracket), gender, income, and occupation.

 Geographic information: This is where your existing customers live, as well as their time zone.

 Language: Don’t assume your customers speak the same language as the one that’s dominant in the place they live. Identify their native language.

 Interests: Interests are a hugely varied piece of the target audience. What do your customers like to do, besides using your products or services?

 Purchasing potential: This not only includes the amount your current customers spend but also their income. It’s better to have a set bracket of income (for example, $50,000 to $65,999).

 Stage of life: Are your customers likely to be college students? New parents? Retirees?

By the time you’ve analyzed your data points, you’ll have defined an understanding of each of the following:

 Who is going to engage with your campaign

 Which gamification platform will appeal best to your customers

 Why your audience should choose to click on your campaign