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Benefits and Challenges of using Customer's Data for Marketing

Thanks to new technologies we can now get a better picture and get to know who our real consumer is. Tracking data can allow you to check if your targeted customer is buying your products or services. 

Through Google Analytics you should be tracking the information to see who your visitors are. You can trace if the client is female or male, age group, geographic location (not the exact address), devised used to navigate your website, time they visited your website, among other things. 

They are all great metrics that will allow you to confirm if your targeted customer is visiting the website but it can also allow you to understand if there are extra ‘personas’ or potential users you should be targeting. You can also get users data through your social media channels. 

These are 3 benefits of using customers data for marketing: 

1. It can allow you to tailor marketing campaigns i.e., Google Ads, social media ads, email marketing, etc. 

2. Find new opportunities: When analysing the data, you can often find new opportunities like consumers located in certain areas, or certain engagement with Social Media posts can give you an insight of your user’s needs or likes. 

3. It can allow you to confirm if you are getting through to the targeted audience or find new customers.

There are some challenges when using customers data, although this will depend on the type of data you are managing and the way you are obtaining it. 

Information gathered through Google Analytics should be ok to analyse for marketing purposes but data you gather from clients when they visit your hotel is more sensitive or even the emails they send to your team. 

As we live in the European Union, we must be aware of regulations like GDPR (General Data Protection Regulation). It is important to take customers’ data seriously and we cannot provide or use personal identifiable information for marketing purposes without the consumer's consent. 

This means keeping email addresses to send marketing campaigns or posting a picture from a customer on the hotel’s social media account is not allowed without their’ consent among others. 

If you need help gathering and reviewing your customers’ data, you can contact us and we can help you with this and more. 

For more information on the benefits and challenges of using Customer's Data read more Premium Digital blogs.

Premium Digital Working for Success in Hospitality.

Written by Fernanda Pinate