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The most heard question in the company corridors is how do consumers behave? In marketing and sales departments, in area management, with team leaders and in all areas where our Core business goes to a final consumer.
Always at the head of market analysts we thought that we could encapsulate our audience in specific segments and niches, but as time goes by and more and more technologies develop, companies realize that the process of listening to our customers encompasses multiple disciplines and many sources of information, and most importantly our consumers are unique and unrepeatable.
In the race against clock that companies and organizations live on a daily basis, not only as companies that provide a service, but as consumers, living an experience much more adapted to a true essence, to a real need and expected expectation as a buyer, becomes the only real and undisputed goal to reach the goal.
The consumer's behavior, part of multiple different factors that intervene in the decision-making to acquire a particular service or product and its analysis provides feasible tools of prediction of purchase, however, from the psychology and sociology of the consumer, tacit contact with the acquirer, is given by means of subtle digital actions, possibly a little more understandable for mathematics and statistics and, in the context of analysis and prediction, is where data mining and BigData play a fundamental role for such analysis.
Data mining has the capacity to analyze enormous amounts of information, which includes a set of techniques and technological tools capable of making data useful to the sea, analyzing them and transforming them into decisive conclusions for decision-making and in what has to do with consumer behavior, predicting the consumer's consumption activity, the use it gives, and also the reason for choice. Previously companies concentrated their efforts on mass dissemination in an attempt to fish consumers for their ability to stand out. Today and with permanent internet connection, consumers are looking for a valuable message with particular relevance, in short, personalized content and products that are explicitly designed directly for those who receive them, whether they are a prospect, a client, a user or a viewer.
In addition to this new amount of data that within companies manage the marketing areas of each user and their new expectation surrounding the experience and anticipation to convert the real desires of buyers, strategy developers encounter the crossroads, that these data, are infinite volumes not only static volumes, and grow for a thousandth of a second, also stored in many information systems and multiple formats. Information about consumers who are difficult to access, find and analyze and that's where having a tool capable not only of searching but also of finding information is fundamental to achieving management objectives.
Business search is the technology that offers us an experience similar to Internet browsers that helps us search for and locate accurate consumer data, in any format or location. With business search data sources such as e-mail, digital files, information system (ERP, CRM, HCM), websites, intranet, file management systems (document management systems), come to life, giving analysis tools the true information to find behavioral responses from customers, audience or buyers.
Between business search and data mining analysis and Big Data, in order to know the consumer, it will not only be a task that is executed subjectively, but also transcends to be able to deliver a product according to the need that each of the consumers has, a striking message and giving him an experience that meets his expectations.
In conclusion, when we talk about delivering a precise product to consumers and customers and delivering a powerful message to the audience, no matter the nature of the company or the product, what really matters is understanding who that audience is in order to define the particular strategies for each one of them. And knowing who to talk to, what kind of consumer or customer, is a challenge that companies must face from business search and analytics. The real difference and leadership within the categories is achieved by giving real relevance to the data that is where the true answers are.
Author: Creangel Ltda