Here are hundreds, perhaps thousands of available data sources, disconnected from each other. Since there are no standard data aggregation systems in the industry, it is necessary to understand how each source leads to a complete vision. If you are looking to get a clearer picture to understand the customers of your business, a complete analysis of the available data can be fundamental to understanding which direction to take and make more informed decisions.
Understanding customers is the basis for the success of each activity
At the 2015 Innovation Summit in Catering 2015, Elena Battista, vice president and head of customer relations at Fishbowl, shared the importance of finding the truthful data, which allows us to understand customers, who they are, at what stages of life they are literally where they are right now. Meeting the most loyal customer segments can lead to deeper ties with customers and more work for you.
Going more specifically, Battista said that “[Fishbowl] believes you should aim for no more than five to eight segments, so you can “adapt your message and personalize it for them.
Through cognitive analysis of customers, Fishbowl has recently helped a large chain of sports bars to identify the main mistakes in its marketing. Before confirming a profile of their main customer, the chain in question believed that their primary customers were predominantly male, aged 18 to 45, single and childless, with a gain of about $ 60,000 per year , passionate about sports, specifically football, and used Facebook, Twitter and Instagram. To create a pleasant environment for this type of customer, the chain spread a certain variety of music, including the Top 40, country and hip-hop.
By collecting first, second and third-hand data, scouring the Web and connecting actual transactions with customer data, Fishbowl found that the “real customer” in the chain was predominantly male, aged 35 and 60, married with children and had an income of about $ 100,000 a year, did not listen to any sports radio station, played golf, and used Facebook, LinkedIn and E-club.
With this new information, the chain has repositioned its brand, focusing more on sport in general, rather than on specific sports, and appealing to families. They also started advertising on financial, news and travel websites, and started sending classical rock music, when they knew that most of their most loyal customers went to their clubs. After implementing these changes, restaurant guests stayed longer and started spending more money, indicating that they enjoyed their experience.
Battista stressed the value of collecting truly usable data; data collection as an end in itself is not useful for commercial activities.
“Success in the near future does not only include the use of technology; it’s about having the ability to extract the right data, find ideas and act accordingly, “said Battista. “To find out what data is most useful to know for the sake of your restaurant, make sure you have the right skills – through your staff or through external partners.”