Segmentation and targeting for a better animation

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.