BuyerGenomics utilizes all of your customer and prospect data and appends third-party data from BuyerGenomic’s data partners in order to build a rich customer profile that contains a range of demographic and psychographic data. This includes:
Income
Age
Region
Home ownership
Marital status
Kids
Urbanacity
Income
Net Worth
All of this information is used to form a total of 70 distinct clusters, which can be viewed directly in the tab.
Individual Cluster Pages
When you click on each cluster page, it provides a deeper dive into that respective cluster, including personal information based on their value, total number of sales, average order size, and percentage of your total customer database.
Cluster Value Index
A particularly important metric here is the cluster value index - viewable in the top right corner of the above image. This calculates how much more (or less) valuable customers in this clusters are than your average customers.
Index values greater than 1 mean that the cluster is more valuable than the average. On the other hand, index values less than 1 means that the cluster is less valuable than your average customer.
For instance, a cluster value index score of 0.86 indicates that members of that particular cluster are 24% less valuable than the average customer.
Cluster Household Info
The cluster page also gives information on the total number of households within that cluster as well as its percentage of the United States population.
Equipped with this information, you can gain valuable insight into how many people in the cluster exist in your customer database compared to the country as a whole - and how many more potential customers you stand to gain.
Additional Cluster Information
You can also drill down and get deeper cultural insights on each cluster, including the names of individuals, demographic, information, the activities they enjoy, and even the magazines and newspapers they read.
This gives marketers the ability to craft messages that customers can actually relate to.
This level of personal information can help give you a better idea of how to market to these particular individuals in your base.