Client Challenge Blog Series: The difference between prospects and potential audiences

This month’s theme of our “client challenge” blog series focuses on how brands can leverage their customer data and identify the distinction between genuine prospects and potential audiences.

This is a topic we have observed a lot, particularly with Premium brands. An interest in fashion and even a higher household income doesn’t put a consumer in the market for an Italian designer handbag, hence they may still be an aspirational audience.

With budgets shrinking marketeers and/or agencies need to optimise their spending in the most effective way and reach the right customers, with the right message at the right time. These three combined attributes can drive more effective and relevant communications, however, without being able to identify the right customers there is a great risk of falling at the first hurdle. In practice, this means wasted media spend, increased cost per acquisition, decreased ROI and ultimately fewer sales and fewer prospects in the top of the sales funnel.

The Opportunity:

Recently Starcount has been tasked to help alleviate this challenge for a premium retail brand specifically for its digital and social media channels.

To fine-tune our client’s digital marketing approach Starcount created a model to identify the best customers and filter out aspirational ones.

The data science team looked outside of the industry and provided a richer picture through social media profiling that revealed not just the interests and motivations of customers but what makes-up those interests. The methodology was based on previous engagement, spend and intent to buy in this category and on the assumption that if customers exhibited a level of premium across multiple unrelated industries, they could be identified as genuine prospects for a high-end brand given the behaviours across multiple areas of their lives. Compared to customers who demonstrated premium across one or two select categories it was deduced that these segments were more aspirational and only interested in high-end brands for various purposes such as status, aesthetics or other.

This model served as the basis for off- and online campaigns to drive high-end shoppers into our client’s stores and to its online shop.

The time to adopt a data-driven strategy is now

Our client’s case shows that by being specific and deliberate about who a brand speaks to and why can grow sales and add high-value long-term customers. The good news is that luxury retailers can quickly adopt this kind of consumer-based, data-driven strategy because technology has made customer data more accessible than ever.

For most brands, the keys to stronger sales and high-value customer acquisition already exist. It’s just a matter of using the right strategies to unlock the power of that customer data.

Meet the writer

James Lamburn

James is Starcount’s Client Development Manager. He and his team help Starcount’s clients optimise their marketing initiatives and programmes to make more informed decisions.
LinkedIn, Twitter


Leading high street bank onboarding SMEs

Starcount mined a High Street bank’s business data, third party data and Starcount Observatory data to better understand the SME market, their needs and wants.

Read More

7 Steps to Data Transformation

Data transformation demands clearly pronounced goals, strong engagement strategies and a willingness to move quickly and risk failure. These require solid, visionary leadership in order to inspire buy-in across an organisation. This Whitepaper, authored by data pioneer Edwina Dunn details the 7 success factors needed for data transformation.

Read More

Unravelling the urban myths of the pensions industry

Starcount has delved into the state of the UK pensions industry, examining how disruption in the space is causing many providers to reassess how they communicate with their customers.

Read More

Retirement & Investments business

Starcount created actionable insight and a data-focused strategy for a leading retirement & investment business, developing a deep understanding of their customers and collating data to identify significant savings in their business.

Read More

Your Life: A revolution in approaching education

Starcount worked with community interest company Your Life to create deep insight into how schools are performing based on how highly they perform in STEM subjects.

Read More

The key to understanding emotional loyalty

This Whitepaper examines our revolutionary new approach to data science using emotional analytics, revealing how peoples' passions predict purchase.

Read More

Customer centricity and the future of banking

Starcount has delved into the future of the banking industry, looking at how different forms of disruption, such as the Open Banking Initiative, will affect the industry.

Read More

Boosting test drives by personalising communication

Starcount worked with this automotive brand to maximise engagement and increase sales of their new model.

Read More

Plan UK: The evolution of fundraising

Starcount worked with children’s charity Plan UK, to develop a publicity and targeting strategy aimed at identifying potential donors and recommending brand partnerships.

Read More