One-to-One Marketing: The Power of Small Data
Smaller data. Bigger connections.
One-to-One marketing begins with big data, but then we dig deeper to discover the small data. These distinct customer insights help us build more meaningful brand relationships—and drive bigger results.
For our clients, Ramey pulls individual insights out of the big data and applies them across a spectrum of communications and media opportunities. These insights inform our creative, our channels, our timing—everything we do.
Using computer modeling, internet tracking, automation, and good old-fashioned expertise, Ramey’s team can pinpoint members of your prime demographic—down to their age, hobbies, income, and politics. We can figure out where that person lives, both virtually and geographically, and gauge how and when to begin a meaningful conversation: connecting at the right time with the right person to drive the right results.
This technology-driven, strategically based approach is what we call One-to-One marketing—also known as omni, insight, or integrated marketing—and its performance yield per dollar can be phenomenal.
Here’s how it works.
First, we gather information about your target audience using online and off-line data elements as well as the digital profiles of your existing customers and site visitors. We compile the information these visitors offer directly via log-ins, forms, and comments. Then we gather indirect information by tracking their online behavior beyond your sites.
Now that we have assembled your existing customer database, we begin searching for your future customers by building data models based on those existing customers.
Let’s say your company is in the culinary industry. So we wait to approach your future customer when they are browsing a recipe site—which we know they’ll eventually do, because the data we’ve gathered indicates that they do this a few times a week. They’re also probably checking out new luxury cars and reading financial news. But we’re more likely to pique their interest when they’re thinking about braised pork belly. So we fine-tune our media placement to ensure the right context for our messaging.
At this point, things get even more sophisticated. Through predictive computer modeling, we can use data to determine which channel and platform we should use to approach your future customers and, through studying their media and spending habits, the day and time in which they’re most likely to be receptive.
For companies offering a product or service, this access to a tremendous amount of data should be thrilling. But because companies are made up of humans, and humans are daunted by gigantic and constant number games, data can seem intimidating, overwhelming, and complicated. That’s why so many sales teams are stuck in marketing holding patterns—familiar tactics that don’t require a data guru and are almost always less effective.
Email us if you would like to learn more. We’re happy to answer your questions about One-to-One marketing, and we’d love to put our incredible resources to work for your brand!