From the course: Consumer Behavior Analytics for Marketing

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Using audience segmentation to target your best customers

Using audience segmentation to target your best customers

From the course: Consumer Behavior Analytics for Marketing

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Using audience segmentation to target your best customers

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- Audience segmentation is a cornerstone of effective marketing. By leveraging your own data enriched with external data sources, you can create precise, high-impact strategies to engage your best customers, win more of them, and keep them coming back. Here's how. First, let's define different types of data. First-party data is what you collect. It includes information like purchase history, browsing behavior, demographic details, and interactions with customer service. To unlock its full potential, enrich this data with external sources, what we call third-party data. This enriched dataset provides a 360 degree view of your customers, enabling granular segmentation. For example, you can group customers by lifetime value, frequency of purchase, or product preferences. These segments allow you to design campaigns tailored to specific customer needs. To manage all this data, you will need customer relationship management, or a CRM tool. It is often part of a marketing automation…

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