The importance of customer analytics in marketing

Customer analytics

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Brands develop buyer personas, create social media strategies, have the best content ever and even make social media customer care. Still, everything will be useless without customer analytics, especially in marketing.

Analytics is the kind of data that tells brands if they are following the right path and how to make things better. Thanks to digitalization, we have access to millions of data. Brands need to take care of them and use them most transparently.

However, if paired with the right regulations, the digital era can help marketers with tons of data and insights from their customers.

Which is the best way to handle it and why customer analytics is so crucial for marketing blast?

What is customer analytics?

Customer analytics is the studying of the sets of customer data a brand collected during the time. These sets of data are useful to understand and interpret the client’s behaviour. The info is helpful to set new marketing strategies and to know customers to a deeper level.

In this way, brands can extrapolate pieces of information from data and make them understandable and usable for future strategies.

They will allow you to know more about your ideal customer and even help to upgrade your persona models.

Before starting, however, there are some questions you need to ask yourself – or your marketing unit – to understand the analytics better.

Some of these questions might be:

Who are my customers?

One of the first questions you need to ask is to whom you are selling your products. You can study your buyer persona or even update them, if necessary.

Analyze the kind of person they are, how much they spend on your products, even if they prefer your competitors for other services. The more you know about them, the better. It will help you better understand your data, and even discover if something isn’t working at best. 

For instance, you are targeting moms, single, with a toddler and a dog from Florida. Nevertheless, you discover that your most loyal customers are 25-year-old men passionate about gym and football from Maine. Maybe something should change! (Yes, even localization can be a crucial element to consider).

How did they find your services?

Sometimes, people follow you on Facebook and Instagram before buying, or they discover your newsletter and use a discount code.

Or even, they are targeted for a Google Ads, and they find out your brand this way.

Knowing how people discovered about you and your products gives you so many pieces of information to use.

You can use UTM parameters to track the source with high accuracy. UTM parameters are tags that marketers can add to their URLs. When someone clicks on that URL, wherever it is, Google Analytics starts tracking the UTMs. 

You need to fill five fields: Campaign Source, Campaign Medium, Campaign Term, Campaign Content and Campaign Name.Once you have done this, you can also use UTMs to track your social media profiles, newsletter, blog posts, website, and more.

By doing so, the elements you want to track with them will show up in your analytics dashboard.

They help you to identify the URLs that your customers like the most, and help you to get valuable customer analytics information that becomes crucial for your marketing strategy.

Here the Google free tool to set your UTM parameters.

Campaign URL builder, by Google
Campaign URL builder, by Google

How do they interact with websites and social media?

Moreover, consider the way your customers interact with you and your brand as a source for your data.

Do they comment on your Facebook page? Are they active on Instagram?

Look at the Facebook Business Manager and to all of your social network pages insights.

What about the website? Which pages do they visit more frequently and for more time on your website? Do they open your newsletters?

Once again, Google Analytics is your best friend.

In Google Analytics, you find sources of interactions, data collected, as we have seen, with your UTM parameters, referrals, and so on and so far.

So what’s the problem now? That you may have tons of data, but you have to understand them deeply, correlate the results, bring them into the real world and put them in the context where your customers are. 

Data without strategies is a mere exercise, as well as any strategy without data is just a dream.

Customer analytics and the advantages for your marketing strategies

 Why bother collecting all the info?

Because they give you a competitive advantage and a more structured point of view on your customers, so, you only have to align your marketing strategies.

Here are some advantages you may find.

Marketing efficiency

It is the first and most obvious advantage of studying analytics. Having the chance to analyze your customers’ data means that you can perfect your marketing strategies.

Remove or rethink products that your audience dislikes. Get new ideas. Update your strategy along with what is happening around you. Add context, and your customers’ will notice and appreciate you more.

Always remember that your customers buy your products not (only) for what it is. They want to be happy, inspired, gorgeous. Or, on the other hand, they think it is useful for a need, a problem to solve. It depends on what kind of customer they represent at that moment. The more you can make them happy, the better.

Better knowledge of the customers

Data analysis isn’t a great helper only for impacting the market better, but also to know your customers to a deeper level.

Analyzing their data, you will find a lot more than just numbers and scores. You will find out preferences, tastes, ideas, passions, habits. You learn a lot from their behaviour and emotions. All of these are a treasure that could make your profit grow fast.

Are you sure you don’t want to give it a chance?

Improve retention and sales

We all know that keeping a customer is the hard part of marketing. However, having the data of this customer can help us in retaining him. Acquiring new customers is so hard and costs an arm and a leg.

Keeping your existing customers, especially the most loyal ones, is less hard work and way more profitable.

Some researches found out that increasing customer retention rates by 5% increases profits by 25% to 95%. It means that if you have a part of loyal customers, keep them with you as long as you can!

How do you know if your customers are loyal and your retention rate is still reasonable? You can confront it with the churn rate, which is the percentage of customers who decided to end their relationship with a company in a certain period.

Some companies even look at them each month.

Moreover, keeping good relationships means more money, that you can re-invest in other products, improved customer service and more.

If customer acquisition is so hard that you can’t sleep at night, start studying the data of your most loyal customers. Why are they still with you, or why they left you’ For which competitor? What did they find in it that you couldn’t give?

If you focus on people’s purchasing choices and decisions, it could also be the chance to improve your sales. Use your customer data to understand where you are working great and where to improve.

Match the data with your customers’ feedback on various channels.

Merging all the data, manually, is hard.

You have so many feedback touchpoints. Your customers’ leave feedback on your chat, email, social feed. They contact you by phone, and they speak to your distributors.

Don’t keep all this precious information in silos!

Ghostwriter CX Analytics helps you get the value from all the data. It puts the info together and provides you actionable insights in a customized dashboard. 

Improve customers’ loyalty

It is a direct result of the previous point. What happens if you can understand a customer if you make him happy if you make him feel appreciated? He trusts you and will be more loyal to your brand.

If you don’t want your churn rate to be high, you need to increase your customers’ loyalty. According to Salesforce, existing customers are way more valuable than the new ones, because they spend an average of 67% more than new customers.

Even in these challenging times, where technology risks making them way less loyal than before. It means your brand needs to give them more reasons to stay with you.

If you think about it, a loyal customer is way more than just a person who buys your product. It is someone who consciously decides to buy your product, spending time, money and resources to trust you, and not your competitors. It is an act of faith and trust.

And it would be best if you gained that trust to have it again.

Always remember that loyal customers are the best advocates for you and your brand. If they love you sincerely, they will probably suggest your name to family and friends.

Encouraging of fact-driven marketing

It is no more the time when you could do marketing only following your guts.

The more you can manage data and use them for your marketing strategies, the better. Data, even if sometimes hard to analyze, can give you a more accurate picture than any of your feelings. Data has no bias or prejudices, and this is the best gift you can give to your brand.


If you want to improve your marketing strategy, you need to analyze your customers’ data sets

Customer analytics is data you collect on your customers to know better how they feel about your brand, what they desire and what their habits are.

Knowing more about them helps you a lot, from better retention to developing a fact-driven marketing strategy – which is, we can tell you, a great idea.

Are you ready to select those sets of data?

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