We have had the opportunity to reflect on the central role played by audience profiling and segmentation several times , but in today's article we have chosen to delve into one aspect in particular: microsegmentation in the eCommerce sector .
But let's start with a question: why is it important to talk about microsegments ?
The division of your audience into microsegments is fundamental because it allows you to bring out its peculiarities.
All this materializes in the possibility of carrying out on-site and off-site personalization activities that are even more effective and engaging . The smaller a cluster is, the higher the possibility that it is homogeneous within it and the higher the probability of choosing activities for that segment that are able to enhance and improve the customer experience of each individual component.
Microsegmentation and Personalization : 3 Fundamental Steps
Implementation, analysis, optimization: for a good audience profiling and segmentation strategy , one must not forget the importance of an analytical approach to data both in the segment creation phase and in the evaluation of the performance of activities on those specific segments .
In particular it is important:
step 1: define the microsegments list of andorra consumer email starting from a significant amount of data and information coming from multiple sources (demographic data, psychographic data, behavioral information on purchasing paths and habits, data on interests, needs, objectives, etc.);
step 2: choose for each identified cluster on-site and off-site personalization activities that aim to involve the user, stimulating him to purchase;
step 3: analyze the performance data of each individual activity in order to optimize them and possibly evaluate the definition of further necessary microsegments.
audience segmentation strategies
Audience Micro-segmentation : The Strategic Role of Technology
Although more and more companies are ready to recognize the fundamental role of data as an integral part of a strategy, what still appears very difficult is the ability to read and use such data in an aggregated manner.
CRM , eCommerce platforms, cash management systems, just to name a few: in the era of omnichannel, too many companies still have inconsistent data management with information that is collected and managed in different environments.
