When we talk about marketing targeting, the first driver we think of is segmentation. Given the current trends, these two subjects will most certainly be at the forefront of the news in 2022. How can segmentation help you in your targeting? If we compare data exploitation to building a house, then customer segmentation will allow us to lay the foundations. Firstly, segmentation will enable us to understand the structure of the customer base and to identify the different groups to be animated. The resulting indicators will allow you to build a strategy based on customer value and loyalty. However, relying solely on the photo of the segmentation at a given moment can sometimes prove insufficient, which is why targeting is necessary. Once the segmentation is obtained, how can it be activated with targeting? This is where the different monitoring tables resulting from a segmentation will help you in defining your animation strategy. First of all, identifying the value of each customer segment will enable you to define the budgets per segment in terms of both commercial investment and generosity. This first step will necessarily condition all the actions that will be defined thereafter. Next, the transition matrix will make it possible to determine the major strategic issues per segment. This will make it possible to identify, for each segment, whether targeting should focus on loyalty, attrition, increasing the frequency of visits, increasing the average basket, reactivation, etc. The last element of customer knowledge that will improve the quality of targeting is the characterisation of the groups obtained. As shown in our article “Characterize your segments and adapt your strategy“, characterisation will make it possible to define numerous complementary customization and targeting drivers. This will therefore enable a more customized response to customers’ expectations and improve performance. We have seen our clients achieve performance gains around 5 to 10% of their turnover thanks to the use of data. You want to improve your targeting but you don’t have the right tools? With datacadabra, you can build your customer segmentation in just a few clicks using the Segment module. Our different segmentation methods allow you to identify the similarities and differences of your segments in order to customize your marketing campaigns. Once your segmentation has been implemented, the Target module allows you to exploit all the richness of your data (raw data, segmentations, scores) in order to define your most relevant targeting criteria. With one objective: send the right message to the right customers. Want to know more? Do not hesitate to contact us or to ask for a datacadabra demo.
Openers or non-openers? That is the question. One thing is certain: being able to better manage your commercial pressure is an undeniable asset for optimizing your results. From the consumer’s point of view, commercial pressure corresponds to the pressure felt by the customer due to the multiple solicitations he faces (emails, SMS, advertising banners, retargeting, outgoing calls…). This is expressed by the number of solicitations received by the customer over a given period. The impact of commercial pressure on your campaigns Generally speaking, commercial pressure is negatively connoted because we observe a decrease in the performance of direct marketing campaigns and customer engagement beyond a certain threshold. Customers will tend to get annoyed with too frequent solicitations and potentially unsubscribe. Poorly managing CRM pressure by over-soliciting customers can have catastrophic consequences on the customer file and the company’s commercial performance.In order to optimize the commercial pressure, you may have to implement different analytical tools. 1. Analyse the existing situation to identify the appropriate pressure thresholds In order to optimize commercial pressure management, different types of analysis can be carried out. Firstly, an assessment of your animation plan will allow you to define the commercial pressure threshold that should not be exceeded by segment. This will allow you to adjust your strategy so as not to exceed the level of contact that could have a negative effect on commercial performance. It should be noted that as a general rule, the more committed customers are to a brand, the more likely they are to accept a high level of commercial pressure. 2. Send the right message at the right time with predictive models This first step will provide a general framework for managing marketing pressure within the animation plan. However, if you want to have a more reactive management of marketing pressure, it can be interesting to associate predictive models to make sure you send the right message at the right time. In particular, the implementation of a repellent score will allow to anticipate the non-opening of emails on a given animation sequence. Let’s take the example of a company that would build its animation plan on 6-week sequences. Implementing a repulsor scoring on this type of mechanics would allow to estimate the probability that a customer will not open any of the emails sent during these 6 weeks. As a result, we can exclude customers with a high probability of not opening any emails. Optimized results for performance The benefits of this mechanism are multiple. Firstly, reducing the volume of emails sent to customers with a high probability of not opening will have a mathematical impact: increasing the opening and click rates and therefore the perception of ISPs on the messages sent. Secondly, we will succeed in improving the performance of customers with a high probability of not opening at a given time. Indeed, these non-opening customers often have a strong aversion to direct marketing. Consequently, they tend to be more active when they are not solicited than when they are. Reducing the commercial pressure will thus allow two things: to encourage their natural activity and to make the smallest messages received more attractive because they are less perceived as intrusive messages. How does datacadabra help you manage your commercial pressure? Within datacadabra, you will find a set of methods allowing you to apprehend this problem. The Follow module will allow you to implement different dashboards to monitor your activity. The Describe module will help you define useful segmentations to build your strategy. Finally, the Segment module will allow you to set up a scoring system and optimize your mailings. Want to know more? Do not hesitate to contact us or to ask for a demo of datacadabra.