How to run an effective analysis on your customer base

Seth Hirsch

Fifty percent of respondents to a Hubspot survey admitted they’re missing key data on target audiences. A discrepancy in marketers’ understanding of their customer can make strategy planning much more difficult.

When HubSpot surveyed more than 1,200 global marketers for its 2023 State of Marketing Report, the organization found that only 42% could cite their customers’ demographics, while only 45% knew their customers’ interests and hobbies and only 41% knew their shopping and content habits. Moreover, 50% admitted they’re missing key data on target audiences.

The customer understanding gap is likely to widen as people cope with inflationary pressures, economic uncertainty, and changing priorities in the wake of the pandemic. Indeed, eConsultancy’s 2023 US Consumer Trends Index reports a 14% increase in frustration with irrelevant-to-me marketing messages.

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