Dive into your data

I recently read an article about how drug marketers are employing micro strategies to very specifically target certain combinations of demographics, geographic areas, disease states, and so on. It got me thinking about how building products manufacturers could use a similar approach to segmenting their audiences and understanding the nuances among them.

Micro strategies may be needed, and to develop these segmented approaches, your organization can begin by taking a closer look at the data you may already have. Look beyond the "averages" to understand which of your customer segments - trade and consumer - drive sales, and more importantly, profits. Most research studies report the numbers in the middle, giving you a snapshot of a moment in time. There's often a more insightful story when you dive in. Spend some quality time with your data. Roll around in it. Look at it differently. Map it. Ok, maybe that's just what geeks like me like to do. But you may be surprised what your data can tell you about where to put your efforts.

Have you ever taken a "deep dive" into your data? What did you learn?