How to Conduct a Customer Analysis

Brands hoping to create effective marketing strategies need to conduct – and consistently refresh – a robust customer analysis. And in this post, we’ll show you how that looks!

Sportfishing doesn’t entail just walking up to an unfamiliar body of water and throwing a lure in.  To increase your chances of success, one must learn the habits, needs, and lifecycle of the fish they’re after and use a measured approach to land the big ones.

Likewise, your marketing strategies should work in the same manner by employing an actionable customer analysis. That way, you’re not just throwing your marketing dollars to the wind but directly targeting the consumers that are most likely to have an interest in your brand or product and nibble on your hook.

Here, we’ll explore how to conduct a customer analysis using social listening to create effective marketing strategies. And we’ll do so with a focus on:

  • What customer analysis is and why it’s important
  • Getting a bird’s eye view of your customer base
  • Dialing into consumer specifics for effective marketing

Before we get going, here are a few statistics to keep in mind as we explore customer analysis:

  • Many marketers today are creating messaging strategies that target up to three different audiences.
  • Customer analysis is commonly broken down into four segments that include: data discovery, exploratory analysis, action, and predictive monitoring phases.
  • 61% of consumers are more willing to purchase from brands with unique marketing styles and content.

You want a tailored approach to your marketing whenever possible, and customer analysis is how you get there. Let’s take a look.

What is Customer Analysis?

A customer analysis is a qualitative approach to understanding your consumers and their habits. Social listening can unlock where consumers are talking about a topic that interests your brand, how they feel about the product, and where their pain points lie.

A customer analysis should be step number one before your brand embarks on any marketing campaign. That way, you know precisely who to target your messaging towards, whether your product is regional, gender-specific, or geared towards a certain age bracket.

Often, the results of a customer analysis can be pretty surprising. For instance, here, we ran an analysis on social media conversations in the U.S. regarding Maine lobster. Incidentally, it turns out that the bulk of the discussion is happening in Florida and Washington – both responsible for 13% of the conversation. Conversely, Maine only takes up 7%.


In this scenario, a look into the geo regions where your customers are talking is beneficial in forming your next steps to your marketing approach with a regional food product.

However, a customer analysis can form effective marketing strategies no matter what industry your brand is involved in. Getting a broad overview of customers in your market and then dialing into audience specifics is the key.

Let’s examine that a little further.

A Holistic Approach to Customer Analysis

Customer analysis aims to target the consumers within your market that are the most receptive to your products and marketing message. To do so, use your social listening tools to get a broad overview of the products, brands, topics, or emerging trends that you want to understand further.

The idea here is to cast a wide net with your social listening tools so that you’re drawing in every aspect of the conversation for a deep dive later on. Capturing every potential consumer talking about your topic is critical to that end, so your data is telling the whole story.

That way, your brand has the most extensive palate of consumer intelligence to draw from before you enter the exploration phase of your analysis. That way, you can begin to isolate audience segments to understand who they are, what they want, and how you can best align your marketing approach to target them specifically.

Casting a wide net to cover a broad topic, industry, general product, or segment is sure to draw in tons of conversations that don’t interest your brand for marketing purposes. However, doing so ensures you don’t accidentally exclude niche audiences or topics that present unique messaging opportunities.

After all, isolating audience groups of interest is a breeze with a robust set of filters at your fingertips.


Drilling Into Your Customer Analysis for Effective Marketing

To be its most effective, your marketing initiatives should have a keen understanding of the demographics, psychographics, sub-topics, domains, social media platforms, etc., involved with audience members talking about your products. In other words, you want specifics on who they are and what makes them tick

Social listening tools allow you to get laser-specific into brand or product conversations to fully understand the nature and perspective of the consumers. This, of course, will enable you to filter out the conversations that are irrelevant to your purposes and focus on the groups you’d like to target with your marketing.

From there, you can dive into the logistics of the consumer journey, so you know the who, what, when, where, and why that drives your target customer.


Drilling into the specific affinities of your audience segments allows you the flexibility of switching up your marketing gears to score more direct hits and increase your ROI. And the value of an actionable customer analysis spreads evenly across all of your marketing needs as you enter the action phase:

  • Plug your custom consumer analysis intel into Facebook’s custom audiences for precision social media marketing.
  • Uncover influencers speaking into the areas that interest your target customers so your influencer marketing stays fresh.
  • Discover new and relevant keywords to focus your search engine optimization on a new audience segment.
  • Realign your content marketing to attract, engage, and convert a new audience.
  • Recalibrate your affiliate marketing to focus on a new or shifting consumer base.
  • Tailor your email marketing to attract an audience segment based on their specific interests, attitudes, beliefs, etc., and personalize their experience to maximize ROI.

Social listening and data analytics tools make uncovering the voice of the consumer a whole lot easier than it used to be. Are you ready to maximize the effectiveness of your marketing strategies? Reach out for a demo, and we’ll show you how a tailored customer analysis will forever change how you approach your brand messaging.

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