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How to Enrich Your Data to Re-Engage Customers

Understanding your customers is the key to personalization.

If you’re like most marketers, you have a database filled with hundreds of thousands of customers–maybe even millions. But how well do you really know them?

Sure, you know that Jenny from Grand Rapids, Michigan bought a medium-sized blouse nine months ago. But what does that tell you about Jenny herself? Not much. 

Data is king, but not all data is created equally. Knowing what Jenny bought last spring isn’t the same as knowing who she is as a person, what she values, or what her lifestyle is like.

Getting at the Heart of Your Customers

When you know an important aspect of someone’s identity, like their profession, you have tremendous insight into who they are. For example, if you knew Jenny was a teacher, you would know she likely owns her own home (3 in 4 teachers do) and almost certainly spends her own money buying supplies for her classroom (94% of teachers did last year). 

Data like this enables deep personalization that can lead to greater brand loyalty. You could win Jenny’s business by recognizing her during Teacher Appreciation Week in May or a back-to-school campaign in July. Or you could simply personalize the mailers you send to her house by including photos of teachers.

This kind of personalized marketing pays off. According to a report by McKinsey:

  • 76% of consumers are more likely to purchase from brands that personalize.
  • 78% of consumers said they are more likely to make repeat purchases from companies that personalize.
  • 78% said they are more likely to refer friends and family to companies that personalize. 

How to Create Richer Personalization

At SheerID, we understand the power of personalization. For the past 10 years, we’ve helped brands create gated, personalized offers for high-value communities like teachers and the military. These offers attract new customers because they’re highly appealing, and when customers are authoritatively verified through SheerID’s Identity Marketing Platform, these meaningful aspects of their identity are confirmed.

But you don’t need to give customers a gated offer or have them complete a verification form to get these valuable insights. SheerID Audience Development can do it for you.

The way Audience Development works is simple: You send SheerID your first-party consumer data, and we enrich it by running it against our authoritative data sources and identifying which consumers are likely members of a specific consumer community, such as teachers. You can then send these community members personalized communications, experiences, and—of course—a SheerID gated offer.

Everyone wants to know more about their customers. At SheerID, we want to provide you with multiple solutions to do just that. Contact us today to learn more about how Audience Development can help kick off lucrative new personalization efforts.

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