One of the most important aspects of any successful marketing campaign is the ability to segment and target your audience and create messaging that is relevant and personal. In fact, according to a recent study by Salesforce, who surveyed more than 7,000 consumers, it found that 57% of consumers are willing to share personal data in exchange for personalised offers or discounts. Similarly, 52% of consumers would share personal data in exchange for product recommendations, and 53% would do the same for personalised experiences.
At Wireless Social, we specialise in helping our customers to understand their customers better. We do this by collecting lots of useful guest profile information when they log into the Wi-Fi. This is then combined with Presence Analytics data, which enables us to understand guest behaviour in more detail, in terms of visit frequency and recency, loyalty, and dwell times.
With the inclusion of Social Login, we are able to collect, on average, more than 300 data points of enriched demographic and profile data, including age, date of birth, gender, hometown, and interests, taken from pages ‘liked’ on Facebook. Despite all of the concerns we hear in the press around privacy and data security, we still see over half of guests choosing to log in via Facebook and the data we collect now represents, on average, 75% of all the data collected by our clients.
The end result is a very clear picture of who your guests are and how they behave. Plus, being armed with more detailed profile information, you can segment your customers into specific audiences for a much more personalised and targeted approach for your marketing activities.
Now for the fun part
To illustrate this, and for a bit of fun, Julian, our CEO and die-hard Liverpool fan tasked us to analyse the data collected from a cross section of customers. We decided to take a look at the social interests from guests who’ve logged into Wireless Social via Facebook in recent times to see which teams are enjoying the most support across some of the major cities across the UK. This number is way north of 10M, so we think it’s pretty reliable source data.Warning! You may find the results controversial. Please feel free to share this post on LinkedIn with your comments 😉
• There are more than three times more Liverpool fans in Liverpool than Everton fans (38% versus 12%)
• There are more Manchester United fans in Liverpool than Everton fans (14% versus 12%)
• Manchester United is the most supported club in London (19%)
• Liverpool is more liked in London than Spurs (10% versus 6%)
• There are more Arsenal fans in London than Spurs and Chelsea combined (18% versus 17%)
• Liverpool are almost as popular as Man City in Manchester (couldn’t resist…)