I recently joined the board of a charity supporting youth education and women empowerment. The founder grew a database of 20k newsletter subscribers, but she admitted she has no clue if these folks were people interested in helping, or people wanting support – or even something else.
So I quickly helped her set up a basic subscription page so she can capture this information, which will do the trick for new joiners. And for the existing ones, I did some research and turned to marketer friends as I was pretty sure that automatic segmentation tools must exist.
Think about the footprints we all leave on the internet, I couldn’t believe no one hadn't already built a tool that can ingest 20k email addresses, and find information in Facebook, LinkedIn, etc. to roughly score the probability of an entries' country, age, sex, or something else on the social / income level.
And guess what: I didn’t find tools like this (a few do part of this, and they don’t do it well).
I’ve then called a few software developers and it’s indeed something not very difficult to build. So now the question is (as usual): Would this be a good business idea?
I don’t see a legal hurdle as we are doing this for anonymous segmentation purpose, not direct marketing. And I see a large segment of mildly sophisticated SME who’d be happy to pay a small fee for a 1-off analysis of their customers (we’d do twitter/Instagram/.. audiences as well on top of email database, and can compare this to their competitors).
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