their past purchasing behavior Thus a customer who has already purchased one type of product will be more likely to purchase another socalled complementary product This makes it possible to offer even more precise messages Segmentation scoring and targeting whats the difference A method for integrating intelligence into your customer database segmentation is an analysis operation The goal is to understand what and who your databases are made of This notion should therefore not be confused with Targeting Which translates into the choice of individuals to whom your marketing campaigns will be aimed This is a oneoff operation which you will have to reproduce for each new marketing action you
carry out Scoring Mainly used in BB this method consists of assigning a score to your prospects based on their business potential and their advancement in your sales funnel Although these notions are different they are still closely linked Indeed segmentation will allow you to carry out your targeting Rich People Phone Number List In the same way you could use scoring to create more or less hot customer segments When How to apply customer segmentation Deploy your customer segmentation in your marketing tools To be effective your segmentation must be deployed uniformly in your various marketing tools as well as in the associated monitoring and reporting tools To illustrate this point lets take the example of a private housing rental service The first challenge is to manage to activate as many new users as possible on the mobile application The challenge is therefore to transform registrants into active users The segments that this company could identify would be as follows Active At least rental request completed Active At least rental in the last days Active At least rentals in the last days These segments are relevant but are completely
useless before being exploited by your automation tools sending push notifications and others in order to make these users more active on the platform Likewise your reporting dashboards should be based on these same segments to understand how users react to your different campaigns It is therefore essential to ensure that your segmentation is deployed consistently in your various marketing and reporting tools Upstream or downstream segmentation We distinguish between upstream segmentation and downstream segmentation here is what these two approaches consist of Upstream You define the criteria that interest you and you build your segmentation on this basis by filling in the boxes Downstream This approach starts by analyzing your customers behavior throughout the purchasing journey It is mainly used when trying to identify anonymous visitors to a website So what approach to use It depends on your position in your market If you are a new player the downstream method will make more sense because by taking into account behavioral
發表於 2024-3-5 19:07:03
