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Whether email or print, there are two types of personalized marketing data: qualitative and quantitative.
Quantitative refers to the data that constitutes numbers, for example, number of family members, a zip code, or your household income. They’re often called demographics. Qualitative refers to the data that is less tangible and can’t necessarily be linked to numbers. Behavior or preferences for example. These are referred to as psychographics.
As marketers, we are used to utilizing qualitative data when trying to stay relevant and personalize our communications with customers. We send certain offers to consumers in this category of household income, and this offer to that category. Consumers with children this age get information on that product, and those with kinds in high school get info on that product, and so on.
It can seem more challenging to analyze and utilize qualitative data than quantitative, but it is often far more rewarding. Making statements regarding specific demographic groups can be limiting. For example, not all homeowners need roofing services or plumbing services. And just because someone received a Trail Runner magazine, doesn’t necessarily mean they would be interested in outdoor running gear.
For this reason, marketers are beginning to use both quantitative and qualitative data to form marketing strategy. A marketer, for example, might take a list of those subscribed to Trail Runner magazine, and sub-segment offers based on income or geographic region.
When personalizing and targeting using email and direct mail campaigns, try using both data that can be set to numbers and data that cannot. Most importantly, consider how they can work together.
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