Certainly, here’s the English translation:
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**In a world where consumer preferences constantly evolve, understanding your customers has become essential. In fact, an Adobe Cap study reveals that 75% of French consumers change tastes every few months.**
For marketing professionals, this dynamic presents a major challenge: 73% acknowledge the difficulty of grouping consumers into homogeneous segments, according to a survey by Treasure Data. Additionally, an Opinion Way study indicates that 40% of companies find their understanding of customers insufficient, highlighting a gap between the potential offered by data and its actual utilization.
Today, a data-centered approach can address these challenges and enhance customer understanding. Data collection alone is no longer enough; enriching data through the hybridization of structured and unstructured data offers a nuanced, in-depth view of audiences. By combining these sources, it becomes possible to gain precise insights into each customer’s behaviors, preferences, and expectations.
Audience profiling is at the heart of this approach. By closely analyzing interests, online behaviors, and social interactions, companies can define precise personas, enabling targeted advertising and customized content strategies.
Take the example of the Marathon Des Sables, which revised its audience segmentation through this enhanced understanding, optimizing its campaigns by personalizing both content and targeting. The result? A 30% improvement in the effectiveness of its social ads budget.
This approach is further strengthened by digital listening and semantic analysis, capturing real-time market trends. This spontaneous data collection reveals weak signals and inspires innovative activations. The brand YOP demonstrates this well: by observing spontaneous discussions among its communities around flavors like “strawberry” and “vanilla,” it launched engaging activations, particularly on the Minecraft platform.
In a rapidly changing environment, transforming raw data into meaningful insights is essential. These insights drive brand strategies, allowing clients to stay ahead of the competition while improving brand performance in a tangible and measurable way.
