Understanding customer behaviour - in detail - is a prerequisite to delivering consistently successful business-to-business relationship marketing. A key component of delivering this enlightenment is data.

But most business data sadly lacks any insight at all, and so – not satisfied with this, we’ve built our own insight components. These have been developed to address particular needs and to enhance critical aspects of the analytical process – without compromising our B2B data independence.

Understand the business landscape, with GIC

GIC (Geo-demographic Industrial Classification) is a modelling tool based on the business characteristics affected by location – a true business geo-demographic tool. GIC maps the overall business characteristics of every UK postcode to provide a unique perspective into customer behaviour.

By identifying the impact of location, GIC sheds light on the reasons why apparently similar businesses behave differently. It segments all UK commercial activity into six groups, spanning 35 cluster types to remap the business landscape and provide invaluable insights.

Understand how values affect purchasing, with PIC

High on the wish lists of the Marketers that we talk to is the ability to understand individual decision maker behaviour and to bring an element of psychology into the B2B marketing communications process.

Information Arts’ PIC (Psycho-demographic Industrial Classification) offers a truly radical step forward towards this goal, for companies targeting small businesses and their owners. Based on DNA mixed with our own primary research, this unique, values-based segmentation system identifies distinct typologies of directors and self employed business owners.

PIC gives an understanding of small business owners’ behaviours, values and prejudices and how these impact on purchasing decisions - so you’re equipped to create more compelling and profitable propositions and communications carefully designed to engage with their particular needs and preferences.

For more information on Business segmentation tools from Information Arts, email us with your requirements.