We’ve spoken about the practice of aggregating like customers into groups or segments to better target and market to them. And how to utilize modeling – factor and clusters – to distinguish individual characteristics within the segment they are assigned to. These are complex segmentations built with a lot of data on each customer.
Another approach is more organic and allows the marketer to build segmentation profiles a step at a time as more data is obtained. The good news is that content and messaging can be created at each step based on specific information gathered. The goal is an upward journey to 1 – 1 personalization and a true 2-way conversation but these mini-segments make effective communications possible.
You don’t have to build the whole segmentation before marketing effectively to your customers.
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Ann McCartan, DBMCatalyst