Target audience & user research

blg-logo-box.jpg

The problem:

The Brass Light Gallery needed better insight on their customer database to increase interactivity with the newsletter signup as well as social media targeting for their marketing efforts.

Raw data:

The data needed to analyze customers existed in a few different places. The first goal of the analysis was to gather all of the data from the different places and get them in a format that was easy to understand. This started by going through and identifying the most useful data resources. The top three were identified: Google Analytics, Social media analytics and sales data from the website.

  • Google analytics data: Provided data on multiple segmentations of the customers. Insights on geography, demographics, interests and much more. This resource provided the most useful information for defining the target audience.

  • Social media data: Provided marketing data for different segmentations of potential customers using Facebook, Instagram and Pinterest social media platforms. Offered great insights on user click through rates and how customers came to the website.

  • Sales data: Provided data on customers geography and purchase amounts. This data was provided by the ERP system.

Analyzing the data:

After compiling the top three data sources, I started to filter out the data that would be the most useful for our intended purposes. The most important data gathered from all three sources were: Geo-location, gender, age and the yearly sales data for product purchases.

Using the data:

With all of the data gathered I was able to narrow down to specific details for the target audience. The updated target audience changed dramatically from what was being focused on. This was helpful with pinpointing where the marketing dollars were distributed to in order to increase click-thru rates and newsletter signups.

Results:

The research provided a defined group of the Brass Light Gallery's website visitors and product purchasers. This data was used to focus marketing efforts on social media platforms (Facebook, Instagram and Pinterest). Marketing dollars were shifted and balanced to reflect the data. The change caused a positive uptick in performance for user interaction as well as an increase in sales for targeting markets.