Customer segmentation

An innovative approach to segmentation and engagement.

Customers - the lifeblood of your business, the making and breaking of your campaigns, and the best source of competitive advantage you could ask for.

So, it makes sense for you to know them better.

Traditional segmentation has often relied on assumptions based on demographic data like age or gender. True data driven customer segmentation however goes deeper. It uses all points of data you have on your customers to create segments based on attributes like customer value, customer tenure, preferred channel of interaction, purchased products - and more.

What's inside

The role of data in segmentation

Customers generate more data than ever before, and technology has made it simple for business to act on that data.

How organisations are using segmentation

Case studies of how organisations are using data-driven segmentation to deliver more relevant customer experiences,

Why use data

Traditional segmentation usually starts from assumptions, and generally creates rigid models. But what happens if those assumptions are wrong?

Where to start with segmentation

Five clear steps any organisation needs to go through to get their journey underway.

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Group your customers into multiple groups with similar characteristics, and use data from these groups to build better aligned products and campaigns.

Don’t try to launch one-to-one marketing tomorrow. Start with simple data driven offerings and segmentations, and then iterate on the results, based on KPIs and measurement.

Creating different products to target specific customer segments is a concept almost as old as trade itself. Some of the best examples are on your supermarket shelves. Like coffee.

	The role of data in segmentation Customers generate more data than ever before, and technology has made it simple for business to act on that data.
	How organisations are using segmentation Case studies of how organisations are using data-driven segmentation to deliver more relevant customer experiences,
	Why use data Traditional segmentation usually starts from assumptions, and generally creates rigid models. But what happens if those assumptions are wrong?
	Where to start with segmentation Five clear steps any organisation needs to go through to get their journey underway.