The Complete Guide to Customer Analysis 2024

Customer Analysis

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Understanding your audience is not just an advantage—it’s a necessity.

A customer analysis stands at the heart of this understanding, offering a compass for navigating the complex landscape of consumer needs, preferences, and behaviours.

This comprehensive guide is designed to demystify the concept of customer analysis, equipping marketing managers with the insights needed to elevate their marketing performance and, ultimately, drive business success.

What is customer analysis?

What is Customer Analysis?

A customer analysis is a cornerstone of effective marketing, a systematic approach that goes beyond mere numbers to understand the very essence of your target audience.

It’s a strategic process that involves collecting, analyzing, and interpreting data about your customers to make informed decisions that drive your marketing forward.

At its core, customer analysis seeks to provide consumer insights and answer critical questions about who your customers are, what they need, how they behave, and why they make the decisions they do.

Customer Analysis for Marketing

Why is Customer Analysis Important in Marketing?

The importance of customer analysis in shaping effective marketing strategies cannot be overstated. It is the beacon that guides marketing managers through the complexities of consumer behavior, enabling them to craft campaigns that resonate deeply with their audience.

This section explores the central role of customer analysis in enhancing marketing performance and ensuring success.

Tailoring Marketing to Meet Customer Needs

The primary strength of customer analysis lies in its ability to reveal the nuanced needs, preferences, and pain points of your target customers.

By understanding these critical elements, marketers can tailor their product offerings, messaging, and overall marketing strategies to address the specific desires of their audience.

This personalized approach not only enhances the relevance of your marketing but also significantly boosts their effectiveness, leading to higher engagement rates and increased customer satisfaction.

Enhancing Customer Engagement and Loyalty

Customer analysis provides invaluable insights into what makes your audience tick, allowing you to engage with them on a more personal and meaningful level.

This deep engagement fosters a sense of connection and loyalty between customers and your brand, transforming one-time buyers into lifelong advocates.

By aligning your marketing messages with the values and needs of your customers, you cultivate a loyal customer base that is more likely to repeat business and recommend your brand to others.

Driving Informed Decision-Making

Data-driven decisions are the key to success. Customer analysis equips marketing managers with a wealth of data and insights, enabling them to make informed choices about where to allocate resources for maximum impact.

Whether it’s deciding which marketing channels to invest in, which customer segments to target, or how to price products, the findings from customer analysis provide a solid foundation for strategic decision-making.

Boosting Customer Retention and Lifetime Value

Attracting new customers is important, but retaining existing ones is even more crucial for long-term business success.

Customer analysis helps identify the key factors that drive customer loyalty and satisfaction, enabling businesses to implement strategies that enhance customer retention.

By focusing on nurturing and retaining your existing customer base, you increase customer lifetime value, ensuring a steady stream of revenue from loyal customers who are more likely to make repeat purchases.

Streamlining Marketing Efforts for Performance

Efficiency is paramount in marketing, and customer analysis plays a pivotal role in eliminating guesswork and streamlining marketing across the customer journey.

By understanding exactly who your target customers are and what they want, you can focus your resources on the most effective strategies and channels, reducing waste and maximizing return on investment.

This approach ensures that your marketing budget becomes and investment in reaching and engaging your most valuable customers.

Customer Profile

What is a Customer Profile?

A customer profile, often referred to as a buyer persona, is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

It’s a detailed description that explains the characteristics, behaviors, and needs of your target audience, serving as a blueprint to guide your marketing efforts.

Crafting a detailed profile helps businesses to visualize their target customers, making it easier to understand and connect with them on a more personal level.

The Essence of Crafting Customer Profiles

Creating a customer profile involves delving into the demographics, interests, pain points, and motivations of your potential customers.

It’s about painting a vivid picture of the person who will find the most value in your product or service, enabling you to tailor your marketing strategies to meet their specific needs.

By putting a face to data, customer profiles make it possible to empathize with and anticipate the desires of your target audience, leading to more effective and engaging marketing campaigns.

What Should a Customer Portrait Include?

Understanding your customers goes beyond basic demographic information to include a variety of elements that give depth and context to your understanding of your target audience. Here’s what a robust customer profile should encompass:

Demographic Information

Start with the basics: age, gender, location, income level, education, and occupation. These details provide a foundational understanding of who your customers are from a statistical standpoint.


Dig deeper into the psychological aspects, including interests, hobbies, values, attitudes, and lifestyles. This helps you grasp the emotional and personal drivers that influence your customers’ buying decisions.

Pain Points

Identify the specific problems, challenges, or frustrations your customers face that your product or service can solve. Understanding these pain points is crucial for crafting messages that resonate with your audience.

Goals and Motivations

What are your customers’ aspirations, both personal and professional? Knowing what drives your customers can help you align your product or service as a solution that helps them achieve their goals.

Purchasing Behavior

Analyze how your customers make purchasing decisions, including the factors that influence their choices, the channels they use to gather information, and their path to purchase.

Preferred Communication Channels

Understand where your customers prefer to receive information, whether it’s through social media, email, blogs, or other channels. This ensures your marketing messages reach them where they are most attentive.

Customer Persona for Teams

Who Can Benefit From Customer Personas?

Virtually every department within an organization can derive value from well-defined customer personas, but here are a few key beneficial areas:

Marketing Teams

Armed with detailed insights about your customers, marketing teams can create targeted campaigns, content, and messages that speak directly to the interests and needs of their target audience, increasing engagement and conversion rates.

Sales Teams

Sales professionals can use this information to tailor their pitches and communication strategies to match the preferences and pains of potential buyers, making their sales efforts more effective and personal.

Product Development

Understanding the needs and desires of your customers is invaluable for product development teams. It ensures that new products or features are designed with the customer in mind, increasing the likelihood of market success.

Customer Support

Customer support representatives can offer more personalized and effective support by understanding the common characteristics and concerns of the customers they’re assisting, leading to higher satisfaction levels.

In summary, a clear picture of your customers are not just a tool for marketing; they are a strategic asset that can enhance the effectiveness of multiple facets of a business.

By providing a deep understanding of your customers, these personas enable you to tailor your products, services, and communications to meet the specific needs and preferences of your audience, driving engagement, loyalty, and growth.

Samhub Customer Analysis

Customer Analysis With Samhub

Samhub is a marketing analytics platform designed to streamline and optimize the way businesses interact with their customer data.

By unifying analytics, marketing, and first-party customer data, Samhub provides a comprehensive solution that empowers marketing teams to conduct a deep, insightful customer analysis with greater efficiency and accuracy.

A customer analysis with Samhub is done by combining your customer data with Mosaic™️ Lifestyles, the world’s leading consumer segmentation method. This method gives you an accurate and detailed view of your customers, with segments and insights based on validated population data.

Step-By-Step to Create a Customer Analysis With Samhub

Performing customer analysis with Samhub is the fastest and most cost-effective way to gain new insights about your customers. The whole process takes about 10 minutes to complete, from creating your Samhub account to finished report.

Let’s take a look at how it’s done:

Samhub Sign Up

1. Create a Free Samhub Account

Start by creating your free Samhub account here. You can sign up using your business email, Google account or LinkedIn account.

Customer Analysis Choice

2. Choose Customer Analysis

Samhub offers a free and a paid version of the customer analysis. The difference is the number of customer segments and amount of information included in the report. You can always start with a free analysis and upgrade it when you need more information.

Customer Data Extraction

3. Extract Your Customer Data

The first thing you need to do is to extract your customer data from your CRM, or other tools where you store your customer data. The file should be saved as .xlsx or .csv and contain information about the customer group you want to analyze.

The file must include a minimum of 100 customers, but is recommended to include at least 1000 customers to give you the best result.

This can be all your customers or a selection of your customer base. For example, you can analyze your customers with the highest average order value, or customers who have bought from a selected product category.

We always recommend to start with analyzing your entire customer base, and then breaking out more specific segments after that if necessary.

Customer Analysis Data File

4. Remove All Personally Identifiable Information

The next step is to delete ALL information besides the ZIP-codes.

Your file with customer data may contain personally identifiable information that you’re not allowed to share with Samhub. This is also information that we don’t need, as we only use ZIP-codes to perform the analysis.

Your file should contain only ZIP-codes and one ZIP-code per customer and line in the document. If two customers live in the same ZIP-code, this ZIP-code should appear twice in your file.

Samhub, Customer Analysis, File Upload

5. Upload Your Data in Samhub

Once you have a file with customer ZIP-codes you are ready to upload your data in Samhub.

Select the market you want to analyze. We currently support customer analysis for Sweden, Denmark and Norway.

Drag and drop your file into Samhub or click to upload it through your file manager. Your file will now be processed and enriched with Mosaic™️ Lifestyles data. This should take around 30 seconds to complete.

That’s all! Your customer analysis is ready.

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What You Get With Samhub's Customer Analysis

Now that you have done a customer analysis, it’s time to dive into the insights in the report. To help you understand how to use it, and get the most valuable insights from it, we will explain each section one by one.

Customer Analysis, Customer Segmentation

1. Customer Segmentation

The bubble chart gives you an overview of how your customers are distributed between the different Mosaic segments.

A big bubble, located high and to the right, indicates a customer segment that are important to your business. This also means that a small bubble, located low and to the left indicates a segment that are less important to your business.

The X-axis, meaning the vertical position of the bubble, indicates “Share”. This is the total number of customers you have in this segment.

The Y-axis, meaning the horizontal position of the bubble, indicates “Index”. This tells you if the segment is over or under represented compared to the selected market. Index 100 is the average in the market.

Customer Analysis, Market Potential, Customer Personas

2. Market Potential and Customer Personas

Select the Mosaic group you want to learn more about by clicking a bubble on the chart, or by selecting it in the “Selected Mosaic Group” dropdown to the left.

A new section will pop up on the right side of the screen, including information about the market size and a painting description of the customer persona.

Market Potential

The whole population is mapped with Mosaic. This means that we know exactly how big a specific customer segment is in your market.

This information can be used to calculate your market position, marketing penetration, and to predict potential growth for your businesses.

Customer Personas

Every Mosaic group has a painting description of who they are, aiming to help you easily understand your customers. These “portraits” is a summary of the insights insights in the report, containing information about who they are, their preferences and their lifestyle.

Customer Analysis, Geographical Distribution

3. Geographical Distribution

Unless you are a small local business, your customer can be spread all over the country. And your customer distribution might not look the same everywhere. That’s where the map widget comes in handy.

By selecting a region on the map, the bubble chart will change and show how your customer distribution looks in that specific area. This allows for even more tailored marketing strategies and relevant communication based on geographical location.

Customer Analysis, Lifestyle Interests

4. Lifestyle Interests

You know who buys what and when. But when it comes to the customer interests you are limited to what the customer does on your website and in your stores.

With Mosaic Lifestyles you get deep insights into the customer groups interests, lifestyle choices and mindset that you can’t get anywhere else.

One of the biggest challenges in digital marketing is to stand out from the noice, and to create marketing that relates with your audience. Lifestyle insights is a great tool for creative work such as copywriting and designing ad creatives.

For example, if you want to promote a t-shirt and know that your audience is interested in sailing, it might be a good idea to promote that a picture of a person wearing that t-shirt on a sailing boat.

Customer Analysis, Detailed Audience Insights

5. Detailed Audience Insights

In the last and final widget we have the most detailed information about the customer groups.

This widget presents hundreds of new insights about your customers. From financial situation to how many children they are likely to have.

You can find information about their media habits, their shopping preferences, their lifestyle and how adaptive they are. 


A Customer analysis, as we’ve explored, is the compass that guides businesses toward more meaningful engagements, product offerings, and ultimately, customer satisfaction and loyalty.

By integrating insights from customer data, customer feedback, and behavior into every facet of your marketing strategy, you are able to craft experiences that resonate deeply with existing and potential customers.

Platforms like exemplify the evolution of customer analysis tools, offering a more integrated and holistic approach to understanding and engaging with customers. These tools not only simplify the complexity of customer data, but also ensure that insights become accessible and actionable across all levels of an organization.

As we wrap up, remember that the goal of customer analysis is to bring you closer to the people who need your products or services the most. It’s about moving beyond transactions to build genuine relationships, fostering an environment where your business can grow alongside your customers.

By keeping your marketing customer-centric, you’re not just selling a product or a service; you’re offering value that resonates with the core needs and desires of your audience.

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