Using the information we have about individuals – such as their behaviour and history with us – to create targeted campaigns has become an expectation; not only from marketing teams but from customers themselves. They no longer tolerate irrelevant offers and expect us to deliver appropriate content if they share their data with us.
A report from Data IQ details how croatia phone number consumers are happy to share personal information if there is a perceived value exchange. As Rachel Barton, managing director at Accenture Strategy, explains: “If you ask for more information about me, then I expect you to know more about me and I expect you to deliver a much more relevant personalised service to me.” Which highlights the need for businesses to be smart in how they use customer information in order for the consumer to stay engaged and recognise the value of any data exchange.
Customer segments are one of the many ways marketers can target and talk to our customers.
Customer segments are often grouped based on characteristics or behavioural characteristics. This enables the marketer to find similarities amongst groups of customers or prospects with a view to target them based on these characteristics, or to at least factor them in when deciding how and what to communicate to them.