The right message to the right person at the right time: this is where the success of a marketing strategy that places people at the center lies .
We have had the opportunity on several occasions to stop and reflect on the central role played by audience profiling and segmentation , but in today’s article we have chosen to delve deeper into one aspect in particular, that of micro-segmentation in the field of e-commerce .
But let’s start with a question: why is it important to talk about microsegments ?
Dividing your audience into micro-segments germany phone number data is essential because it allows you to highlight their particularities.
All this comes in the form of the ability to create even more effective and engaging on-site and off-site personalization activities . The smaller a cluster, the more likely it is to be homogeneous within it and the higher the probability of choosing activities for this segment that are able to improve and enhance the customer experience of each individual component.
Microsegmentation and Personalization: 3 Basic Steps
Implementation, analysis, optimization: for the nuances of checking a word or phrase using a good profiling and segmentation strategy of your audience , you must not forget the importance of an analytical approach to data both in the creation of segments and in the evaluation of the performance of activities on these specific segments .
In particular, it is important to:
- Step 1: Define micro-segments from a significant amount of data and information from multiple sources (personal data, psychographic rich data data, behavioral information on purchasing journeys and habits, data on interests, needs, objectives, etc.);
- Step 2: Choose on-site and off-site personalization activities for each identified cluster that aim to engage the user, stimulating them to purchase;
- Step 3: Analyze the performance data of each individual activity in order to optimize it and possibly evaluate the definition of additional microsegments needed.
Audience Microsegmentation : The Strategic Role of Technology
Although more and more companies are ready to recognize a fundamental role for data as an integral part of a strategy, what still appears very difficult is the ability to read and use this data in aggregate mode.
CRM , e-commerce platforms, cash management systems, to name a few: in the omnichannel era, too many companies still have inhomogeneous data management with information collected and managed in different environments.
The first step is undoubtedly to move from channel-based management of user data and information to management based on the user himself ( single customer view ).
This is why the adoption of Customer Data Platforms such as Blendee becomes crucial: user data and information are collected from multiple sources, online and offline, made available in a single environment and above all standardized at the individual user level .
Who are my buyers? From which channels did they arrive on my site? Which products did they see? Which ones did they buy? What actions did they take to buy? Did they open the promotional newsletter ? Did they use the coupon?
Effective microsegmentation provides an answer to all these questions and, above all, allows you to define microclusters based on the answers to these questions.
But to put it into practice you need to have the data and the information, you need a CDP .
