The Marketing Sleuths

There are two skills that are important for the marketer that is trying to find the perfect match of product and consumer. The first, because it came first, is the very personable skill of being able to “read” people. Can you tell that a person is nervous, scared, happy, or in love just by looking at them, even if they are a perfect stranger? Do you ask people questions that help you get to know them? Do you learn what their likes and dislikes are?
The second skill is the ability to work with data. What zip code does the person live in? What is their income? Are they married? Do they have children? Can you write queries that use these data fields to find all of the right consumers and only the right consumers?
Both skills are extremely important, but using both of these skills at the same time can launch your effective statistics for targeting deep into the solar system.
Why?
Because the first person knows what you need to know in order to match up a product with a consumer and the second knows how to find everyone who meets the conditions. It’s like having your own team of Holmes and Watson working together to turn your marketing efforts into gold.
With proper targeting, you can lower your costs and raise your returns at the same time. In today’s economy, who couldn’t use that?
Any modern marketing department and project should be constructed so that these two needs are met.
If you ever find a single person who can do both, don’t let them get away!