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Insurance Travel Information
 "It IS possible to connect with your customers in a way that's more meaningful to them and more profitable to you" - Zoe Vine, Head of Data, The Trading Floor
The "one size fits all" approach has long been considered an outpost of modern marketing. Now more than ever, businesses are turning to strategic data analysis to gain more actionable insight into what is motivating and driving a purchasing decision.
My letter box is piled high with so much direct mail that my postman leaves me notes begging me to clear the mailbox. Telesales calls are met with the "reject call" button. Me - I'm your traditional time-poor, cash-rich kind of girl (keep this in perspective, I don't have a fleet of Porsches lining the sweeping driveway, this is Yorkshire you know) - and for the last four years I have almost exclusively bought every product and service online, often at strange hours of the day in between working, walking dogs, entertaining clients and trying to get some sleep.
Similarly, the products I buy do not necesssarily relate to my lifestyle or lifestage - last month alone I spent £130 on baby products, resulting in a glut of sales messages for multipurpose vehicles and holidays with creche facilities in that poor over-loaded letter box. Said purchase of baby products didn't mean a new addition to my household, more a spate of present buying for friends recently visited by that pesky stork.
So why do companies find it so hard to engage my interest in products that are meaningful and through a method I find acceptable?
Management by fact
Too many companies choose to focus on analysing a customer's past behaviour, whe
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