You’re looking at a photograph. You can make certain inferences about the subject in the picture, based on her gender, her facial expression, the background of the photo and the clothes she’s wearing. Compare that snapshot to a full-length movie in which the woman is the main character. In the movie, you learn that she is 26 years old, about to graduate from business school. She accepted a job on Wall Street and is moving to New York City after having spent her entire life in Jacksonville, Florida. Without the character dimensions revealed through the sequences in the movie, you could not have known that her life is changing dramatically and quickly—and that her purchasing behavior is shifting just as rapidly. Customer tempo measurements provide clear advantages to companies using them. This type of analysis is useful to:
- Identify promising areas of growth
- Enhance direct marketing response rates
- Improve retention of existing customers
How is the magic of customer tempo analytics accomplished? Let’s take a closer look.