How to Boost Customer Analytics with Behavioral Segmentation
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Despite all the grumbling about the limitations sparked by privacy initiatives, today's marketers are faced with an increasing influx of data. As companies increasingly rely on every customer action as a data point, marketing teams are turning to data scientists and engineers to help them interpret the vast logs of touchpoint engagements with customers.
The demise of traditional audience analytics has been one of the side effects of the increase in data collection. Where marketers once emphasized data points that relate to audience interests, demographics, and basic psychographics such as beliefs and lifestyle choices, today it's is about giving meaning to behavior.
The proliferation of data has eliminated any advantage marketers once enjoyed through traditional audience analysis. In the never-ending quest to find competitive advantage, marketers have had to dig deep into their data and creatively leverage insights. In this sense, behavioral segmentation has provided the key.
In-depth understanding of buyer journeysBehavioral segmentation leverages audience data to understand how audience members interact with marketing resources, rather than focusing on who the prospect is.
EventTransform 2022
Join us at the leading Applied AI event for enterprise business and technology decision makers on July 19 and virtually July 20-28.
register hereSarah Mehlman of Similarweb explains behavioral segmentation by citing a few industry-specific examples. "E-commerce companies analyze browsing behavior and the buyer's journey to group their audience by funnel stage and readiness to purchase," she notes. “If you operate a SaaS platform, you may be more interested in segmenting by user status, such as measuring customer loyalty or frequency of visits, and average time spent on your site. or your app."
Behavioral segmentation also helps companies better understand the needs of buyers. Certain metrics used in the process – minutes of attention, scroll depth and micro-conversions – also play a role in traditional audience analysis. However, behavioral segmentation offers broader audience context by connecting these signals to others such as consumption habits, the impact of special occasions on conversions, and payment methods used.
The result is a highly personalized customer journey that delivers offers at the right time. McKinsey highlights the example of an Eastern European telecom operator that leveraged behavioral analytics to identify the most appropriate channel and time to engage customers. The operator has targeted movers with broadband installation offers in a single campaign.
Another campaign...
We're excited to bring Transform 2022 back in person on July 19 and virtually from July 20-28. Join leaders in AI and data for in-depth discussions and exciting networking opportunities. Sign up today!
Despite all the grumbling about the limitations sparked by privacy initiatives, today's marketers are faced with an increasing influx of data. As companies increasingly rely on every customer action as a data point, marketing teams are turning to data scientists and engineers to help them interpret the vast logs of touchpoint engagements with customers.
The demise of traditional audience analytics has been one of the side effects of the increase in data collection. Where marketers once emphasized data points that relate to audience interests, demographics, and basic psychographics such as beliefs and lifestyle choices, today it's is about giving meaning to behavior.
The proliferation of data has eliminated any advantage marketers once enjoyed through traditional audience analysis. In the never-ending quest to find competitive advantage, marketers have had to dig deep into their data and creatively leverage insights. In this sense, behavioral segmentation has provided the key.
In-depth understanding of buyer journeysBehavioral segmentation leverages audience data to understand how audience members interact with marketing resources, rather than focusing on who the prospect is.
EventTransform 2022
Join us at the leading Applied AI event for enterprise business and technology decision makers on July 19 and virtually July 20-28.
register hereSarah Mehlman of Similarweb explains behavioral segmentation by citing a few industry-specific examples. "E-commerce companies analyze browsing behavior and the buyer's journey to group their audience by funnel stage and readiness to purchase," she notes. “If you operate a SaaS platform, you may be more interested in segmenting by user status, such as measuring customer loyalty or frequency of visits, and average time spent on your site. or your app."
Behavioral segmentation also helps companies better understand the needs of buyers. Certain metrics used in the process – minutes of attention, scroll depth and micro-conversions – also play a role in traditional audience analysis. However, behavioral segmentation offers broader audience context by connecting these signals to others such as consumption habits, the impact of special occasions on conversions, and payment methods used.
The result is a highly personalized customer journey that delivers offers at the right time. McKinsey highlights the example of an Eastern European telecom operator that leveraged behavioral analytics to identify the most appropriate channel and time to engage customers. The operator has targeted movers with broadband installation offers in a single campaign.
Another campaign...
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