How to increase re-purchase rates with interest-based audience segmentation

Imagine being able to discover all of your customers’ likes and interests. Not only that but what brands they are talking about, what celebrities they discuss, and even how they feel about certain topics or companies, all by inputting just one unique identifier. Here’s how to increase re-purchase rates with interest-based audience segmentation.

With Discovery, you can identify in-depth interests and likes, personality, and sentiment for better targeted marketing including:

  • what to offer
  • how to tailor messaging
  • when to contact
  • which contact method to use

for maximum engagement. For example, you can find out that this person really likes sports, that they are particularly passionate about football and they support the Texas Longhorns. So instead of a generic social ad or email campaign, with Discovery you can tailor these to specific factors and – as a result – massively boost click-through-rates.

Say you are a major mobile phone company, you can identify which of your prospective customers use Apple, which of them feel negative about this, identify whether they are passionate about photography or music, and discover their favourite band or artist. You can then utilize these insights to tailor offers as to precisely why they should (and why they actually want to) move to your brand instead.

While standard social listening tools identify trends and hot topics – and can flag mentions of your brand or competitors – Discovery holds capabilities which go far beyond this, delivering real-time advanced breakdowns of interests, likes and personality (including sentiment) in a format that can easily be integrated with your existing CRM for more effective marketing.

You can gain these actionable insights through inputting any one unique identifier for each consumer that you look up (such as an email address or social media handle) in batch form for easy, more in-depth segmentation and more accurate targeting to maximize engagement and ROI.

Discovery uses this initial input as a jumping off point, and traverses from one piece of publicly-available data to another to thread together a detailed image of the individual consumer, all in real-time. We call this the ‘Hop-Hop’ method.

Personalizing marketing based on individual insights like interests has positive impacts on revenue, with 39% going out of their way to use a customized offer, 36% of consumers purchasing from that brand again, and 27% recommending it to their social circle

Turn the list of email addresses or Twitter handles into a plethora of detail with minimal effort so that you can segment your audience by specific or combined interests, what celebrities they follow, what their favorite band or football team is, or even by personality type so that your email campaigns or social advertising will be always be relevant to each individual recipient.

Discover more, with Discovery

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Author Phillip Gbormittah