Insights into what consumers buy, how they buy and where they buy

Updated: April 11, 2011

After all, there are many ways that a major organization can reach the millions of consumers at once. It can place promotional flyers in newspapers, run mass advertising or send text messages to the mobile phone users. But actually connecting with customers in a way that makes each person feel she or he is the only one with whom a faceless marketer is talking? That takes numbers — and analytics. Specifically, it requires the highly detailed data gathered through a consumer's purchasing information: insights that reveal what they buy, how they buy and where they buy.

In short, such data and analysis are necessary to build loyal customer relationships. The key is identifying and gathering the best information to meet an organization's needs — especially in a market like India, where large companies are competing with countless mom-and-pop businesses that command nearly 95 percent of purchases and are privy to extremely personal information about their customers. India's rapidly expanding spending power will continue no matter what — but it is up to savvy marketers to leap frog ahead, set up the ability to capture consumer knowledge and then use it to connect with them.

Such momentous use of data is expressed daily among some of the world's largest corporations, often through the use of loyalty programs that reward members for their continued business. The hotel chain Hilton, for instance, uses membership data collected through its HHonors loyalty programme to customize offers that respond to the vacation aspirations of individual members — whether that is a get-away trip to Thailand or an excursion to see extended family in the United States.

Featured Research
  • Business Meeting Showdown

    It is no secret that communication and collaboration are at the heart of success and longevity for any business. However, as businesses become more global and more employees work remotely, video conferencing is being increasingly used as an alternative to face-to-face interactions. There are pros to both business travel and video conferencing such as personal connection and ease of use. However, there are cons as well ranging from travel delays to being technologically reliant. more

  • Mobile Communication Showdown

    It's no secret that businesses are becoming agiler and employees are spending more time away from their desks. The question isn't should we get rid of our landlines, but how quickly can we replace them?However, staying connected with your colleagues, clients, and customers is absolutely essential for cultivating long-term, lucrative relationships that will help your company achieve success. more

  • Signs you are Ready for Mobile BI

    With workforces moving more and more mobile on a daily basis, it is essential to ensure that your company is able to arm your employees with the analytics that they need to succeed. 89% of business leaders believe that Big Data will revolutionize business operations in the same way that the internet did. These numbers show the trend towards investing in a BI system. more

  • 15 Ways to Optimize Your Contact Center

    We live in a time where customer experience is seen as an important competitive differentiator. Given this, wouldn't you like to make sure that your contact center is fully optimized to meet your business needs? Deciding to upgrade and optimize your contact center is a big step, and one that shouldn't be done without due diligence and plenty of research. more

  • Stress-Free Video Conferencing

    It should shock no one that video conferencing technology is an amazing tool to connect and engage with business contacts in a more personal and effective way. In fact, only 7% of how we communicate is through words, whereas a whopping 93% is through tone of voice and body language. To further the strength of video conferencing, 99% of professionals feel that by improving communication and collaboration, productivity will be positively impacted. more