Top 7 Tools to Gain Audience Insights for Hyper-Personalized Marketing

The competition in the online business world has skyrocketed. Every business is investing in customer retention strategies to retain their loyal customers as they can double the eCommerce revenue.

However, most eCommerce businesses are unaware that without great audience insights, their customer retention strategies will likely fail. To retain consumers, you need to know everything there is to know about them.

Gaining audience insights can help you deliver a personalized shopping experience. But first, you'll need the right audience insights tools to collect data that can help you with hyper-personalized marketing.

So, without further ado, let's discuss what audience insights reveal about a customer and list out the best audience insight tools to use for hyper-personalization.

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What are Audience Insights?

Audience insights are a collection of data that provide a complete breakdown of your target audience's preferences, interests, pleasure and pain areas, and so on.

You can learn about their website activity, purchasing habits, demographics, search history, and other information to help you with hyper-personalization marketing.

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Why are Audience Insights Important?

Nowadays, customers expect a personalized shopping experience. They prefer brands that cater to their specific needs, or they'll migrate to businesses that provide the desired experience.

This is where audience insights become essential, as they tell you about your customers and what they want. These insights will propel you to deliver the best eCommerce customer experience possible.

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Know Your Audience Better

Without a thorough knowledge of your target audience, hyper-personalization marketing is impossible. Knowing about them allows you to tailor the most relevant content and the finest eCommerce customer experience, making you the most desirable option amongst competitors.

Everything begins with collecting data right from the moment your customers visit your website for the first time. This is the information you can learn through audience insights:

• Channels that drive visitors to your website, to help you optimize your presence in such locations.
• Your visitors' dwell duration and bounce rate, to optimize that particular page.
• The volume of new vs. returning customers, to help improve your customer retention strategies and conversion rates.
• The churn rate, to help you optimize the website experience.
• Your consumers' demographics, to provide a more personalized shopping experience.

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Leverage First-Party Data

The audience insights you collect are first-party data. Unlike third-party data, these data are authentic as the only source of this data is your customers. Effectively leveraging first-party data can help you:

• Increase customer trust
• Tailor relevant campaigns with high-quality data
• Run an effective hyper-personalization marketing campaign
• Easily work with a huge volume of data
• Improve customer retention strategies
• Conduct user experience research

First-party data cannot be accessed by your competitors, which allows you to improvise and stay ahead in the competition.

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Learn their Preferences

Most importantly, audience insights reveal your customers' habits, interests, and preferences. For example, almost 79% of customers use their mobile phones to access eCommerce sites.

So, if your website is not optimized for smartphones/tablets, you'll lose out on customers and sales. Reports say that 57% of customers will abandon a site if it's not mobile optimized.

This is why audience insights are important. They improve the eCommerce customer experience and help eCommerce business skyrocket their sales.

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Why Do You Need Audience Insights Tools?

You saw the value that the audience insights bring to an eCommerce store. This huge volume of data cannot be extracted and managed manually, which is why you need audience insights tools.

Customer insight tools use a modern approach to evaluate your customer data and forecast customer behaviour trends. They predict your customers' thinking and notify you of their future needs and activities. As a result, you'll be able to create an experience tailored to their preferences and interests.

Let's cut to the chase and discuss the best audience insight tools for your business.

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7 Best Audience Insights Tools

1. Hotjar

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It's impossible to find an online business that doesn't use Hotjar. Hotjar is all about tracking, evaluating, and analyzing customer activity to obtain a detailed picture of your customer's actions on your website.

What makes Hotjar unique is its dynamic 'Heat map' feature. It shows exactly where your customers are interacting on your site. This will help you determine which page, products, and categories receive the maximum engagement so you can optimize them to improve conversion.

Several heat maps allow you to view and record where visitors clicked, navigated, and which devices they used. A funnel feature tells you how customers navigate your site and where they will most likely exit.

The recording feature displays the live playback of a visitor's activity on your site. It also lets you create surveys and send them to customers to understand them better and generate deeper insights.

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Pricing:

• Basic - Free forever
• Plus - $31/month
• Business - $79/month

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2. Brandwatch

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Brandwatch is a powerful audience insights suite that can provide deeper insights into your target audience. These insights will help you target the right people with relevant content and increase your ROI.

Brandwatch allows you to segment and creates audience groups based on demographics, interests, occupations, and geography. You can use this feature to initiate hyper-personalization marketing right away.

You can also build data-driven marketing and customer retention strategies based on a better understanding of your customers. Further, you can identify what distinguishes them to deliver a personalized shopping experience that's unique and communicates directly to the right people.

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Pricing:

• Essentials - $108/month

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3. Kissmetrics

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Kissmetrics is a robust eCommerce personalization platform and analytics tool that provides crucial insights and customer interactions on your website. It creates a detailed picture of your website's visitors' activity and collects purchase data for each visitor.

Kissmetrics allows you to segment your consumers based on similar interests and activities, discovering what connects most with certain demographics and targeting them with relevant content and offers.

It is one of the most effective tools for converting raw data into useful information to increase conversions. You can get real-time reports on customer behaviour and access all essential KPIs from a single intuitive dashboard.

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Pricing:

• Silver - $299/month
• Gold - $499/month

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4. Woopra

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Woopra is the right audience insight tool to leverage if you want to streamline your customer retention strategies. It is designed specifically for eCommerce teams. Within the platform, you can combine customers to analyze, improve, and interact with them across all consumer touchpoints.

You can check how your customers engage with your website content and design in real-time and then deliver a personalized shopping experience based on this data.

Woopra is ideal for eCommerce businesses that want to improve segmentation and optimize customer retention strategies to provide the most satisfactory eCommerce customer experience.

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Pricing:

• Free version available
• Startup - $349/month
• Pro - $999/month

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5. Audiense

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Audiense is a marketing platform that delivers extensive, actionable intelligence and marketing tools for engaging audiences based on their activities and how they think.

This enables marketers to understand their customers in unprecedented detail, find critical market possibilities, and intelligently drive engagement. Audiense Insights allows you to discover and analyze any audience, no matter how particular or unique.

When building a report, you can easily combine many filter choices, such as customer profiles, preferences, demographics, and job titles, to generate highly personalized audience segments.

Beyond typical age, gender, and geographical segmentation, you can use Audiense to segment customers based on their interests and gain a greater understanding of your target audience.

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Pricing:

• Free version available
• Audience insights - $696/month

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6. Google Analytics

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Google Analytics is one of the popular customer insights tools on this list. It's used by more than 50% of businesses to gather customer data and track their campaign performance.

eCommerce marketers can measure the effectiveness of their marketing plan by defining goals in Google Analytics. They can access real-time customer data on their website or app and examine their primary customer acquisition sources.

This data may be quickly transformed into insightful reports that you can share with your team to make informed decisions. You can perform A/B testing on your website pages, check which performs best, and optimize them.

You can also effectively track and identify when a customer abandons their cart. This will help optimize your checkout process to deliver a seamless eCommerce customer experience.

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Pricing:

• Free version available
• Analytics 360 - $150,000 per year

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7. Zoho Pagesense

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Zoho Pagesense is a conversion rate optimization and personalization platform from Zoho. You can use it to track, analyze, and enhance your website and apps with vital customer behavioural data.

You can easily check how customers interact with your business, identify why they act in a certain way and make the right data-driven decisions.

Pagesense helps users establish business goals to track key data and determine which landing page causes significant drop-offs.

With a built-in heatmap tool, you can view your customer's web activity and scrolling patterns. Furthermore, live session recordings provide detailed information on customer behaviour and clicks.

You can also integrate with third-party platforms like Google Analytics, Kissmetrics, etc., to build a unique audience insight environment.

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Pricing:

• Free trial available
• Standard - $29/month
• Professional - $129/month
• Enterprise - $699/month

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Conclusion

Hyper-personalization marketing is only possible when you know your audience and understand their interests, preferences, and requirements. The insights derived therein can help you deliver a personalized shopping experience, improve customer retention strategies and scale your business.

Using the right audience insights tools is crucial to identifying and managing your customer data. The tools listed in this blog are a great fit for any eCommerce business. They can help you transform your website and provide the best eCommerce customer experience.

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