Consumer Behaviour Measurement

This week’s class was about measuring customer behaviour. This is very important for marketeers, as it lets them know what the consumer’s wants and needs are and how they behave.

Understanding consumer behaviour is essential to the development of marketing strategies. Companies need to be able to analyse  where, when, why and how consumers buy.

So how does measurement work? current technology helps to analyse activity across a variety of digital platforms and systems to quantify consumer behaviour online, analysis of online audiences, advertising, video, media, word of mouth, etc. Often measurement fails due to lack of resources, budget and not knowing what exactly what needs to be measured.

A marketer needs to first identify his target consumers and understand their lifestyles, psychologies, income, spending capabilities, mentalities so they can be offered the right product/service. Marketeers must also take into account their age group, geographical location, lifestyle and social status.

Consumer Research Methods: Market research is often needed to guarantee that we produce what customers really want and not what we think they want. There are two types of research that can be carried out:

  • Primary Research: Primary Research refers to a research methodology where marketers interact with consumers directly and collect as much information as they can. This information is generally gathered through surveys (online surveys are frequently used in Ireland), questionnaires, feedback on-site or forms, social media (also used greatly by marketers in Ireland), mobile analytics, interviews etc.
  • Secondary Research: Secondary Research often refers to relying on information which has been collected by others at some point of time (Data bases and Website logs).

Tools to Measure Reach and Audiences: 

  • Google Analytics: Lets users measure sales and conversions and gives insights into how visitors use  a site, how they arrived, and how to keep them coming back.
  • Web-logs: Works as a web analytics software, server log file from a web server, and based on the values contained within it produces indicators about who, when, and how a web server is visited.
  • Alexa.com: Provides free web-metrics it shows successful sites on the web by keyword, category, or country. It also offers analytics for competitive analysis, benchmarking, market research, or business development.
  • Using Internet Audience Measurement such as Irelandmetrix.ie.
  • Depending on how your company or brand is engaging in social media, there may be other metrics that should be factored into audience engagement. The additional metrics will likely come from the various social media channels that are outside of the ones listed above. These could include Facebook, Twitter, Blogs, Diggs, StumbleUpon likes, LinkedIn group activity or followers, social bookmarks, etc.
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Posted on October 19, 2012, in Advertising, Project Management, Social Media and tagged , , , . Bookmark the permalink. Leave a comment.

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