Data-Driven Customer Segmentation
Updated: Jul 1
Part 2 on personalized marketing solutions that CDPs deliver
Industry analysts state that marketers purchase Customer Data Platforms (CDPs) for two core functions: 1. Identity management and 2. Segmentation. The value of customer segments defined from your real and most-current customer data is invaluable in nearly all parts of your business. Both B2B and B2C marketing teams benefit from this CDP segmented data but may look to weigh customer characteristics differently. I highlight use cases for both here.
Part 2 - Data-Driven Customer Segmentation
Especially important for B2C brands, real customer segments consist of nuances in customer attitudes toward a product or service. Buyer attitudes can be a bit tricky- and not readily addressable from out-of-box data your customer is creating. New innovations around customer surveys like those from CEO Analytics, can capture attitudes and preferences in an unbiased manner from your mailing lists, social media Ads, or directly as a customer engages in your well-planned customer journey. Understanding customer attitudes towards different value propositions, brand recognition, or core features can greatly improve the messaging - central to personalization and customer loyalty.
And, the need has never been greater. Consumer behavior will permanently change and attitudes towards brands aren’t the most rational since COVID-19 social distancing, social unrest, and economic uncertainty. Traditional marketing shortcomings are showing up in the data in the form of longer wait-times, falling conversions rates, and increasing complaints. The nature of sampling, and finding willing participants can be biased toward people who can attend and who are more willing to speak up. This will lead you down the wrong path. We’ve learned recently that this wrong path can include leaving out minorities and lower-income levels.
Uncovering your key customer segments organically from data is our value proposition at VIEWN. It also provides a more unbiased approach to customer marketing. Innovation in data collection and analysis allows brands to validate their persona assumptions and adjust their content strategy more dynamically to what is going on in reality. CDP-fueled segmentation reveals to brands real-world information about people what they love and the channels they use.
B2C Use Case Example:
Addressing Churn with Customer Segmentation
A weight-loss program had much success bringing in consistent revenues with a solution targeting women but could improve churn and wanted to know which new audiences would drive growth moving forward. After collecting attitudinal data from CEO Analytics surveys, they uncovered prioritized attitudes by segment towards weight loss. This was accomplished in a manner of weeks.
Specifically, the team looked at three main factors that both lapsed customers and paying customers considered when evaluating weight loss programs: 1. Permanent results 2. Happiness about oneself 2. Cost.
This allowed them to align content around the important values of new more profitable segments. With a fraction of the marketing budget, they were able to create social media ads with specific messaging around the proven factors that covert.
We took the key insights and new customer segments, bringing the data into the CDP for further analysis with order data. Analyzing order data to evaluate product usage and sales, while filtering and slicing the information around the different customer segments, like working moms, revealed deeper insights about sales performance by segments. This informed the team of product mix opportunities and customer retention campaign ideas. Middle-aged professionals looking to grow and gain a long-awaited promotion seemed to be a good segment with a clear motivation.
To address the problem of lapsed customers, a common problem in this industry, the insights informed the creative team’s win-back campaigns. The content to address churn emphasized key points on social media: 1. Fits into your lifestyle, 2. Uses the power of the mind and 3. Achieves fast results.
B2B Use Case Example:
Timing nurturing around a segment's behaviors
Within the marketing technology space, the primary buyer persona from the research showed Marketing VP followed by the CEO. The audience segments are nurtured differently because they have different needs and motivators. We did uncover behaviors that were similar between the two segments- their daily rituals of consuming information in the morning, especially Forbes. Our customer data platform takes individual profile information, considers the value-driving customer segments, cross-references it with geographic data to help when determining the timing of appropriate morning email communications, and afternoon social media ads that are pushed through our marketing automation platform.
These use cases are just the tip of the iceberg when it comes to the value data-driven customer segmentation brings to brands and marketing teams. With real-time data coming in to address rapidly changing trends, with our approach your brand can deliver empathy and create more meaningful and impactful messages to your valued customer segments. Addressing churn and increasing customer retention with informed and modular data set is the big differentiator in CDP fueled personalization.