In today’s data-driven market, businesses must harness the power of their own CRM data to stay competitive. Francesco De Nittis of Human Centric Group explains why both B2B and B2C companies can unlock a treasure trove of actionable insights from self-generated CRM data.

Why Self-Generated CRM Data Is a Secret Weapon

• Real-Time Insights:
  
  
  • Instantly updated to reflect customer behavior, enabling faster, smarter decision-making.
    
    
• Exclusive Information:
  
  
  • Unique data specific to each company, providing a competitive edge.
    
    
• Highly Specific Targeting:
  
  
  • Analysis of metrics like open rates and click-throughs allows brands to tailor campaigns precisely.

The Missing Piece: Human Segmentation in CRM

• Beyond Basic Behavior:
  
  
  • Move past simple purchasing data to understand the human motivations behind customer actions.
    
    
• Lifestyle and Psychological Factors:
  
  
  • Segment customers based on factors like health, performance, and family values.
  • Example segments include:
    • Liberals: Focus on health, community, and sustainability.
    • Power Seekers: Driven by performance and success.
    • Cautious Movers: Value family and light exercise, such as walking.
      
      
• Real-World Impact:
  
  
  • A global sportswear brand improved email marketing by segmenting customers based on distinct motivations, leading to higher engagement and conversion rates.
    
    

Maximizing CRM Insights with External Data Sources

• Complementing Internal Data:
  
  
  • External research can reveal hidden opportunities that internal CRM data might miss.
    
    
• Enhanced Customer Understanding:
  
  
  • Combining self-generated CRM data with external insights enables more accurate targeting and personalized marketing strategies.
    
    

Turning Insights Into Action

• Actionable Strategies:
  
  
  • Implement customer surveys and offer incentives like loyalty points or discounts.
    
    
• Driving Engagement:
  
  
  • Richer CRM data collection leads to better campaign planning and increased customer response rates.

Self-generated CRM data is a powerful asset for any brand. By leveraging real-time insights, embracing human segmentation, and integrating external research, businesses can transform their marketing strategies, boost engagement, and drive sustainable growth.