Category: Customer Segmentation

CRM Strategy

5 Segmentation Pitfalls and How to Avoid Them

Segmentation is key to delivering 1:1 experiences to consumers. However, poor segmentation practices can cause your segmentation efforts to fail. In this article, we identify five segmentation pitfalls and how to avoid them.

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1.Relying on Static Segmentation

Consumer shopping behavior is constantly evolving. For instance, we’ve seen consumers shift to purchasing in larger quantities, trying new brands, and increasing online orders due to COVID-19.  Therefore, if you’re relying on static segmentation, you’ll always be playing catch up. Static segmentation gives you a dated understanding of your customers and prevents you from marketing to them effectively. To meet consumers’ evolving needs, adopt a dynamic segmentation.

Dynamic segmentation uses real-time consumer data to continuously update consumer segments that shrink or expand as individuals move in and out of the segments. For example, with dynamic segmentation, a beauty brand might discover that its traditional beauty enthusiast segment is starting to split into “Korean beauty” or “indie beauty” cohorts based on a deeper understanding of behaviors, context, and needs.

When using dynamic segmentation, look for shifts in size, behavior, and engagement.  Analyze customers based on their movement among segments and track how customers move from one segment to another over time. If you notice a change in consumer behavior, see if your current messaging still resonates with each segment, or you need to rework your approach.

Leverage dynamic segmentation tools with propensity modeling and machine learning capabilities to enable you to predict consumer behavior and identify which traits are most productive in converting, driving repeat purchase, and consumer engagement.  Revisit your segmentation strategy periodically.

2. Going Too Granular

With consumers demanding 1:1 experiences, granular segmentation based on attributes such as lifestyle, propensity to purchase, and psychographic data can help you deliver personalized experiences. However, breaking your audience into smaller and smaller segments can sometimes lead to groupings that will be of little to no use to you. For example, segmenting an audience based on whether they’re shy or easy going when you’re selling apparel won’t help you better understand your audience’s needs.

While segmentation offers nearly endless possibilities for how you can look at your audience, don’t segment yourself to death. When segmenting your audience, each segment you discover is substantial enough to generate revenue and be profitable.

So, it’s crucial you understand your audience’s purchasing power and propensity to pay premium prices. The segment should be suitably different from other segments. Ask yourself if this segment will respond differently to marketing content. The segment should be reachable and targetable.

Use a segmentation tool that allows you to discover the most statistically significant differences among segments automatically.

3. Using Poor Quality Data

Segmenting your audience using inaccurate and outdated data is a quick way to get erroneous segmentation results and fail in your marketing. In fact, 95% of organizations see negative impacts from poor data quality, resulting in wasted resources and additional costs. Remember P&G’s marketing blunder with Gillette? Gillette accidentally sent razors to women and older men when intended for 18-year-old men.

Avoid segmentation related marketing mistakes by first reviewing your customer data to determine common errors within your database and implement a data quality strategy based on your insight. Leverage data enrichment tools to fill up data gaps, verify customer details and correct inaccurate information in your database. Use an enrichment tool that can give you access to granular information, such as the number of people in a household and their socio-economic situation.

Invest in tools that validate the accuracy of your data in real-time, clean information like list imports, and have an intuitive engine that prompts for data clarification. To consistently keep your data accurate, make data cleansing a regular process, and choose a data enrichment solution that can rapidly enrich, process, and analyze information. Also, develop practices around data remediation and data monitoring to maintain quality over time.

The guide to advanced customer segmentation

4. Forgetting the Customer Journey

Not incorporating your customer journey into your segmentation strategy is another pitfall you should avoid. Customer journey stage based segmentation enables you to know where in the buying process your customer is, identify touch points where they drop off and how to engage them with personalized offers and contextual messages. About, 33% of consumers are receptive to targeted ads that are contextually relevant to the site they are browsing.

To win with this strategy, map your customer journey across all physical and digital touchpoints. Ensure customer journeys are connected to all the different data sources and apply machine learning to spot common and uncommon patterns.

Consider leveraging a CDP with customer journey orchestration capabilities to provide simple journey configuration and deliver personalization at scale. Look for a solution that supports affinity-driven journeys, predictive modeling, and journey analytics.

5. Clinging to Basic Segmentation Strategies

In a world where consumers demand hyper-personalized experiences, mainly looking at attributes such as demographics, geographic and socio-economic data to segment consumer groups won’t help you deliver targeted messaging and communications.

Improve your segmentation strategy by leveraging predictive segmentation. This segmentation method leverages machine learning to group customers by their likelihood or propensity to exhibit a future behavior such as the probability that they will visit your store in the next 30 days, or churn from your subscription service. Thereby enabling you to understand each customer and how to market to them proactively. When using predictive segmentation, choose a predictive segmentation tool that leverages behavioral insights, builds goal-driven segments, and analyzes data to make recommendations that help you find and grow your target audience.

Your segmentation should also include some form of life events such as a new home, a birthday, or a job switch. This will help you understand customer intent and create strong messaging most likely apt to appeal to each customer’s situation.

About 50% of marketers consider life events as a new sales opportunity, while 70% state that life events provide a reason to engage with customers. Collect customer life events data through multiple channels- in real-time and enhance this with third party data to better inform retention campaigns. Make sure you have customer consent when collecting live event data.

 Segment Right

Segmentation implementation is filled with pitfalls that can break your business. In addition to the solution presented above, improve your segmentation strategy by basing your segmentation on qualitative and quantitative research. This will help you to learn how consumers think, shop, and use your products. Additionally, set clear segmentation goals and identify opportunities for action after segmentation.


The post 5 Segmentation Pitfalls and How to Avoid Them appeared first on Post Funnel.

Customer Intelligence

5 Types of Customer Segmentation You Should Be Using

Understanding your customer starts with segmentation. By categorizing your audience into groups of shared characteristics, it’s far easier to personalize your message to respond to specific needs. What elements will help you find the most useful customer segments as quickly as possible?

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Why customer segmentation matters

Offering an excellent product or service isn’t enough by itself to ensure success for your company. You’ll waste precious time and resources by trying to be all things to all consumers. Tailoring your approach to clearly defined customers increases your ROI as you invest in methods and products more likely to resonate with your audience. The better you know your customers, the more precisely you can cater to their preferences, habits, and needs, thereby creating an exceptional buyer experience.

Customer segmentation helps you understand what motivates them, and speak directly to those needs. Well-examined segments are the first step in higher customer retention, a superior overall customer experience, and more effective ad targeting.

There are several different ways to divide your customer base into various segments. All of them offer useful information you can use to benefit your business, but not all segmentation methods suit all organizations at all stages of their development. Before creating your customer segmentation strategy, consider what you’re trying to achieve.  To get the answers you want, you first need to understand the questions you’re asking. Do you want to increase customer retention, or improve ROI on ad spend? Do you want to expand into new territories, or simply know the buying habits of your existing customer base? A smart examination of customer segments can help with all of that—and more.

Demographic Segmentation

Demographics are probably what come to mind first when you think about dividing your customer base into segments. Customer demographics typically cover some mixture of data about age, gender, marital status, education, or income. In a B2B setting, demographic information might include company size or industry. Consumers are usually willing to share this sort of anonymous information, which makes demographic segmentation one of the easier ways to define your audience. This data can create a baseline against which you can use other segmentation to drill down into smaller customer segments. For example, starting with a demographic of women over 40, you could break down the results of a specific ad campaign with a secondary segment based on geography.

The guide to advanced customer segmentation

Geographic segmentation

Geographic segmentation breaks down your audience based on where they live or work. It can be as broad as country or state, or as narrow as population size or climate features. Customer needs may vary dramatically depending on the economics or culture of their area. An ad that may be amusing in one country could be considered wildly offensive in another. For example, geographic segmentation can inform you on whether or not you need to pull back your ad spend in India during Diwali—or increase it. You can collect some geographic information from your customers based on the ISP they use to visit your site, which can also be categorized alongside other basic demographic information.

Behavioral segmentation

A good way to think about behavioral segmentation is breaking down your customers by their purchasing and spending habits. It’s important to note that in this context, purchasing and spending are not the same thing. Purchasing habits are defined by where and when customers buy. Spending habits are defined by how often customers make purchases and how much they spend. For example, only buying a car during fall clearance sales is a purchasing behavior, while consistently purchasing a car that costs over $30,000 is a spending behavior.

Buyer’s journey segmentation

Buyer’s journey segmentation is particularly useful because it differentiates customers based on how they interact with your site. Perhaps they added something to their cart but never checked out, or they may faithfully browse new stock when prompted by a promotional email. Targeted messaging that speaks to their specific behavior can move the customers in these segments further along their buying journey, and careful examination of them can reveal opportunities for improving your buyer’s experience. Along this line of thinking, information gleaned from follow-up surveys asking why a visitor didn’t buy can be just as valuable for your company as an actual purchase.

Psychographic segmentation

Psychographic segmentation relies on subjective personality traits, and as such is more difficult to collect than basic information like age or gender. This kind of segmentation defines your customers based on their values, motivations, priorities, and lifestyle. One example might be whether they’re early adopters of new technology, or whether they tend to wait for a product to be tried and true. The psychographic information you gather can help create a brand identity and design marketing materials that speak directly to your customers’ emotions. If your customers identify as being environmentally conscious, for example, you could create an ad campaign highlighting your eco-friendly manufacturing process.

Your market segmentation strategy may use just one of these, or all of them together. More information is typically more helpful, but be wary of overly narrow segmentation. It’s true that the smaller the group, the more precisely you can speak to their needs, but if the segment is too small, it won’t impact your business’s bottom line. Finally, be aware that customer segmentation isn’t something you do once and never worry about again. Your customer segments will remix as your customers grow and change over time. A sound strategy, revisited at regular intervals, will provide you with the insight you need to help your business thrive.

The post 5 Types of Customer Segmentation You Should Be Using appeared first on Post Funnel.

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