I\u2019m fairly confident that if you\u2019re reading this blog you will have some understanding of demographic data, perhaps you even have experience of putting it use. But what about psychographics and behavioural data?<\/p>\n\n\n\n
The truth is that consumer data is incredibly valuable, and by choosing to ignore it, you\u2019ll be falling behind your competitors that are already putting it to use. Research from McKinsey found businesses that use consumer data outperform their competitors by 85% when it comes to sales growth.<\/p>\n\n\n\n
Below is a summary of each data type, where you can obtain it and how to begin using it in your marketing strategies and audience personas.<\/p>\n\n\n\n
Demographic data is statistical data that provides an insight into the characteristics of your target audience. This includes details such as (but not limited to) age, gender, marital status, family structure\/circumstance, education, income and location.<\/p>\n\n\n\n
For example, you could begin to build your audience persona using the following information:<\/p>\n\n\n\n
This is all concrete information that can help you narrow down the type of content that you create. It also helps you build the correct audiences for paid social or account-based campaigns.<\/p>\n\n\n\n
You can use analytical tools such as Google Analytics, and your social media analytics, to profile your existing audience. These sources will provide information with regards to the location of your audience, age \u2013 segmented into seven age ranges \u2013 and gender. Social media platforms can provide further information. For instance, B2B platform LinkedIn will provide information on the role, seniority and industry in which your audience sits.<\/p>\n\n\n\n
There are also third-party sources available, such as YouGov<\/a> or Experian<\/a>.<\/p>\n\n\n\n I like to think of it like this \u2013 if demographic brings the \u2018who\u2019, then psychographic brings the \u2018why\u2019.<\/p>\n\n\n\n Psychographic looks at the behavioural characteristics, interests and values of your audience; the elements and subjective reasons that are driving them towards your product or service.<\/p>\n\n\n\n Psychographic data includes information such as lifestyle, social class, principles and beliefs, emotions, activities and interests. These elements help businesses understand the reasoning behind a purchase decision; the goals, habits, values and challenges that the audience are experiencing that are driving them to spend money.<\/p>\n\n\n\n Using psychographic data, you could add the following details to the audience persona created above:<\/p>\n\n\n\n Psychographic data can help marketers make their brand, product or service more aligned with their audience.<\/p>\n\n\n\n For instance, the above persona might be interested in natural, wholesome products when it comes to food and household cleaning. Additionally, she might have an interest in sustainable brands that give back to communities or the environment and use recycled packaging. She cares about aesthetics and would commit to making expensive purchases if they helped keep her home tidy and saved her time \u2013 this would apply to home appliances.<\/p>\n\n\n\n Psychographic data can also help you shape the messaging, language and tonality used in your marketing.<\/p>\n\n\n\n To acquire psychographic information, you can use two sources: existing clients or customers and online analytics.<\/p>\n\n\n\n When it comes to clients and customers, obtaining the information can be done through interviews or surveys. Asking questions such as:<\/p>\n\n\n\n These open-ended questions enable you to uncover an individual\u2019s lifestyle choices, values, personality quirks and interests.<\/p>\n\n\n\n You can use analytics platforms such as Google Analytics or social media analytics to uncover some of these details. You may be able to uncover some information that will help you \u2013 such as affinity categories \u2013 but nothing beats going straight to the source.<\/p>\n\n\n\n Behavioural data is generated as a result of an action or activity that has taken place. This data includes intentions, previous purchase choices, online searches, payment circumstances, geolocation and even devices someone uses.<\/p>\n\n\n\n This data is gathered for marketers to segment and target audiences in an extremely focused way, based on users\u2019 patterns of engagement and actions they take. These actions reveal their true motivations and purchasing style.<\/p>\n\n\n\n Behavioural data includes information such as \u2013<\/p>\n\n\n\n Behavioural data helps businesses to better understand the buyer journey. With this, marketers can create content and messaging to shorten this journey.<\/p>\n\n\n\n Using this data, you might be able to bolster your audience profile with information like:<\/p>\n\n\n\n You can also use this information to serve up ads and conversion tactics at the right time.<\/p>\n\n\n\n Details such as \u2018device\u2019 might at first glance be insignificant. However, it provides an insight into the purchases your audience make and provides an indication of brand affiliations and the amount of money they are prepared to spend. This has the potential to be at the disadvantage of the audience. For instance, hotel brands and holiday operators have been known to target Mac users with more expensive options than they would serve up to a user operating from a PC.<\/p>\n\n\n\n Your website\u2019s analytical platform will provide much of this data, and specialist plug-ins can harvest unstructured data. As the collection and processing of data continues to come under scrutiny, businesses are facing more of a challenge as website users are choosing to opt out of having their data tracked and recorded.<\/p>\n\n\n\n By using the data we can track, marketers and businesses can provide the content, experiences and product or service that is truly relevant to their audience. This omits the need for general, \u2018catch all\u2019 messages. Instead of making predictions, we can use this data to understand the lives of our customers and what is driving their decisions.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":" I\u2019m fairly confident that if you\u2019re reading this blog you will have some understanding of demographic data, perhaps you even have experience of putting it use. But what about psychographics and behavioural data? The truth is that consumer data is incredibly valuable, and by choosing to ignore it, you\u2019ll be falling behind your competitors that […]<\/p>\n","protected":false},"author":18,"featured_media":1281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n I\u2019m fairly confident that if you\u2019re reading this blog you will have some understanding of demographic data, perhaps you even have experience of putting it use. But what about psychographics and behavioural data?<\/p>\n\n\n\n The truth is that consumer data is incredibly valuable, and by choosing to ignore it, you\u2019ll be falling behind your competitors that are already putting it to use. Research from McKinsey found businesses that use consumer data outperform their competitors by 85% when it comes to sales growth.<\/p>\n\n\n\n Below is a summary of each data type, where you can obtain it and how to begin using it in your marketing strategies and audience personas.<\/p>\n\n\n\n Demographic data is statistical data that provides an insight into the characteristics of your target audience. This includes details such as (but not limited to) age, gender, marital status, family structure\/circumstance, education, income and location.<\/p>\n\n\n\n For example, you could begin to build your audience persona using the following information:<\/p>\n\n\n\n This is all concrete information that can help you narrow down the type of content that you create. It also helps you build the correct audiences for paid social or account-based campaigns.<\/p>\n\n\n\n You can use analytical tools such as Google Analytics, and your social media analytics, to profile your existing audience. These sources will provide information with regards to the location of your audience, age \u2013 segmented into seven age ranges \u2013 and gender. Social media platforms can provide further information. For instance, B2B platform LinkedIn will provide information on the role, seniority and industry in which your audience sits.<\/p>\n\n\n\n There are also third-party sources available, such as YouGov<\/a> or Experian<\/a>.<\/p>\n\n\n\n I like to think of it like this \u2013 if demographic brings the \u2018who\u2019, then psychographic brings the \u2018why\u2019.<\/p>\n\n\n\n Psychographic looks at the behavioural characteristics, interests and values of your audience; the elements and subjective reasons that are driving them towards your product or service.<\/p>\n\n\n\n Psychographic data includes information such as lifestyle, social class, principles and beliefs, emotions, activities and interests. These elements help businesses understand the reasoning behind a purchase decision; the goals, habits, values and challenges that the audience are experiencing that are driving them to spend money.<\/p>\n\n\n\n Using psychographic data, you could add the following details to the audience persona created above:<\/p>\n\n\n\n Psychographic data can help marketers make their brand, product or service more aligned with their audience.<\/p>\n\n\n\n For instance, the above persona might be interested in natural, wholesome products when it comes to food and household cleaning. Additionally, she might have an interest in sustainable brands that give back to communities or the environment and use recycled packaging. She cares about aesthetics and would commit to making expensive purchases if they helped keep her home tidy and saved her time \u2013 this would apply to home appliances.<\/p>\n\n\n\n Psychographic data can also help you shape the messaging, language and tonality used in your marketing.<\/p>\n\n\n\n To acquire psychographic information, you can use two sources: existing clients or customers and online analytics.<\/p>\n\n\n\n When it comes to clients and customers, obtaining the information can be done through interviews or surveys. Asking questions such as:<\/p>\n\n\n\n These open-ended questions enable you to uncover an individual\u2019s lifestyle choices, values, personality quirks and interests.<\/p>\n\n\n\n You can use analytics platforms such as Google Analytics or social media analytics to uncover some of these details. You may be able to uncover some information that will help you \u2013 such as affinity categories \u2013 but nothing beats going straight to the source.<\/p>\n\n\n\n Behavioural data is generated as a result of an action or activity that has taken place. This data includes intentions, previous purchase choices, online searches, payment circumstances, geolocation and even devices someone uses.<\/p>\n\n\n\n This data is gathered for marketers to segment and target audiences in an extremely focused way, based on users\u2019 patterns of engagement and actions they take. These actions reveal their true motivations and purchasing style.<\/p>\n\n\n\n Behavioural data includes information such as \u2013<\/p>\n\n\n\n Behavioural data helps businesses to better understand the buyer journey. With this, marketers can create content and messaging to shorten this journey.<\/p>\n\n\n\n Using this data, you might be able to bolster your audience profile with information like:<\/p>\n\n\n\n You can also use this information to serve up ads and conversion tactics at the right time.<\/p>\n\n\n\n Details such as \u2018device\u2019 might at first glance be insignificant. However, it provides an insight into the purchases your audience make and provides an indication of brand affiliations and the amount of money they are prepared to spend. This has the potential to be at the disadvantage of the audience. For instance, hotel brands and holiday operators have been known to target Mac users with more expensive options than they would serve up to a user operating from a PC.<\/p>\n\n\n\n Your website\u2019s analytical platform will provide much of this data, and specialist plug-ins can harvest unstructured data. As the collection and processing of data continues to come under scrutiny, businesses are facing more of a challenge as website users are choosing to opt out of having their data tracked and recorded.<\/p>\n\n\n\n By using the data we can track, marketers and businesses can provide the content, experiences and product or service that is truly relevant to their audience. This omits the need for general, \u2018catch all\u2019 messages. Instead of making predictions, we can use this data to understand the lives of our customers and what is driving their decisions.<\/p>\n","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[26],"tags":[],"_links":{"self":[{"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/posts\/1280"}],"collection":[{"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/comments?post=1280"}],"version-history":[{"count":4,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/posts\/1280\/revisions"}],"predecessor-version":[{"id":1706,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/posts\/1280\/revisions\/1706"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/media\/1281"}],"wp:attachment":[{"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/media?parent=1280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/categories?post=1280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediamattersagency.co.uk\/wp-json\/wp\/v2\/tags?post=1280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Psychographic data<\/h2>\n\n\n\n
How to obtain psychographic data<\/h3>\n\n\n\n
Behavioural data<\/h2>\n\n\n\n
How to obtain behavioural data<\/h3>\n\n\n\n
Demographic data<\/h2>\n\n\n\n
How to obtain demographic data<\/h3>\n\n\n\n
Psychographic data<\/h2>\n\n\n\n
How to obtain psychographic data<\/h3>\n\n\n\n
Behavioural data<\/h2>\n\n\n\n
How to obtain behavioural data<\/h3>\n\n\n\n