Data Segmentation in The Digital Age

Data Segmentation in The Digital Age

Ways of segmenting your data
Customer/ User Journeys
Personalisation using your data

Keys takeways:

  • Understand the basics of segmentation and personalisation
  • Get to know the principles of customer/user journeys and their impact in their own businesses
  • Get familiar with their own data and the possibilities of segmenting them

About Antonis Gkekas

Antonis Gkekas is a CRM professional with over 8 years’ experience within e-commerce and startup business. His excellent knowledge of web technologies and marketing acumen facilitate the brand enhancement and increase website and mobile traffic contributing to profitability. His strong communication skills enable robust cross-functional teams to set and delve business goals and excellence in customer experience. By today, he had the privilege of working for Fortune 500 companies and other large companies in the US and Europe and he had won various business awards while he was developing his first entrepreneurial venture in Greece.


Hello, everybody, thanks for joining the session. That’s my first time to be honest to have a web summit session. So before we start, I would like to give some information about myself and what I’m doing. So I’m doing email marketing, mostly from the brand side, I have been working for trivago auctions figured out the top brands in the US or in Europe. Right now, for the last two years, I’ve been working for the freedom bank, it’s a FinTech. It’s a digital bank. We’re operating in the UK, Germany, and France. And I’m doing really CRM. In this presentation. Today, I would like to present about marketing, segmentation, types of segmentation, as well as giving some real examples from your, from my experience, and to go through the behaviour of marketing and why it’s important, and how you can start using behavioural marketing with your email marketing programme. At the end, I’m going to be open for a q&a. Please forgive me if I cannot see any question at this point of time because I see only one screen my slides. So this helps me also to see my notes. But they’re our take on sort of window of the of the equations. So studies have defined our world sorry, unfortunately, like Coronavirus, is going to define our world. Sadly, no gossamer delima tensor. Tense the customer experience. That’s the story of the customer experience, from initial contact through the process of engagement, and due to unlock that relationship defines key interactions. It talks, it defines key that actions that the customer has with the organisation, he talks about the use of deadly a bunch of the user feelings, motivations, and questions for each of these touch points. These stories, this customer Deadman this information, you can get them from through type through types of research. The first one is analytical research. And the second one is never done research. Through analytical research, we’re talking about data that you may collect from your website or application. This can be from, for example, your web analytics tool that you use. You can be also through the social media analytics that you may use, also can be via surveys that you are on to different customers. However, what’s important also, it’s also the nevertheless it says that it says where a little conversations, invited the customers, the different types of customers that you have within your own business within their office, and you make different questions. So you understand, the better your customer is you try to to create your own customer journey map. So the customer journey map at the end, it can be in different formats. It can be in a video and infographic you can decide. However, what’s most important and as you can see in this example, that’s online and available data and this will highlight all the all the aspects of the customer. So she added you can see that they start from engagement goes through the reward and discovery. Then next step, next slide is about the segmentation. Here in this slide, I would like to talk about the pillars of segmentation, the basics of segmentation. We’re talking about four pillars. The first one is the demographics, the second one’s demographic. The third one is geopolitics and the fourth one is the behaviour. So when we’re talking about geographics, as you may know, we’re talking about the country, the city, the area, the locations, and then they the language and other geographic information about demographics. We’re talking about income, education, social status, family and occupation. The Galaxy geographics, who have some other values like concerns lifestyle activity, that is opinion is last. As a last pillar. We’re talking about the behaviour and we’re talking about the buyer state the use of startups or the lifecycle stage and engagement. So, after we go through all of these pillars and why they stand what we have this four different types, the geographics, demographics, collection behaviour, those who can trigger different kinds of messages based on this data that we have. So, in the next slide, I would like to give you somebody some examples by using this kind of data. The first one will have the geography based on the geographic data. As I mentioned before, based on the location, mostly, you can create different kinds of messages will have the time based messages will have the live webinars who have the asked me anything invitation, or difficult personalised images, sorry, messages based on travel directions, or when a customer shops out different locations specify a specific card. And then regarding the demographics, obviously geographics is more valid for the b2b display, you can have different kinds of messages, different kinds of emails, based on age and that buyer persona, job function, education or seniority level. However, what is what what’s more interesting, it’s about the behaviour than the behavioural data that you collected. Based on that data, you can trigger different kinds of communications. And you can have different kinds of email marketing messages. Here, I can give you some examples, as you can see, we’re talking about pathways based on that you can have different kind of message for instance replacement, the feeling the nuance, based on the amount of spam, you can have different methods for your VIPs type of customers, against your one time customers, then based on their position, their sales funnel, if they are on top of the funnel or on the bottom of the funnel, you can do they get different kind of messages, the same goes also with the website behaviour or with the upside behaviour times is less persuasive pathways or by frequency. As you may know, the cart atonic cart is the most important kind of behavioural marketing message, then based on the based on the corner topic, or the corner format, is they prefer to have a monthly newsletter, a weekly newsletter, you can have different kinds of messages, as well as also in the case of content engagement level. So if you see a change in the content that they receive, you can change the frequency or you can change the type of the name of the main message. Then the same also goes with a attended by behaviour. As we discussed in the previous presentation, we’re talking about the unfair model based on value can have different kind of messages. So the saucer Satisfaction Index, we’re talking about the net promoter score, you can target different messages based on the on the score that you have on these customers. And the list goes on. I can give out some of the club like instal or website visitors, you can have different methods for the someone who’s who’s installed than someone who separates it from your website. Then why the third slide the lesson the next slide, I would like to talk about it, maybe save it on marketing, and why behaviours or department behaviours create a contextual experiences for customers. It’s important that marketplace understand these behaviours and deliver them, it could ask different kinds of marketing messages. So this will go from the typical ad hoc campaigns from the typical ad blast email campaigns and they go more into the behaviour of trigger email marketing. For instance, when you are more keen to open an email when you receive a receipt or information after you purchase a product, or when you receive a generic newsletter, I bet the later in my next slide, I would like to give some concrete examples, some real examples from some companies that are deliberating this common options. The first one is about the conversion. Here you see an email from Uber. What they sent they received their labour is a conversion event. These emails complete the conversion experience and offer opportunities to introduce additional content and experience and keeping the customers engaged. Why this is important. It’s important because it did it for reinforce the Ubers experience and the Ubers brand. And it’s important also for other brands like logistics, and expenses and bookkeeping. The next example we’re going to talk about is welcome about the onboarding. She had to have the new legislations. Their body is an important experience in customers first session, they got the customers first visit. So usually we’re having a welcome email or an onboarding email stream, whether it’s part of different kinds of emails. He had to say an example of LinkedIn where they use the fact method they frequent. The frequently asked questions she had, you have to showcase your upline or your website via a discuss key features of your product, and encourage your customers to keep using your application or your website. Then the next person, the next slide, we’re gonna talk about the action of an on site activity. Again, and another example of LinkedIn, you’ll see that the leveraging category or landing pages, and loyalty points, any common action, you can leverage and trigger different kinds of emails. Here on the right, I have put a table where based on which industry you are, in that we are already they may be a game or music, you can find some actions you can do, you can leverage them and trigger several emails. This, for example, can be about dhankar. As many of you that are in a commerce or retail you may use or it can be from cell phones in the music industry, you began in your legislature, then you try to get in your email stream based on that. The next one, I’m going to talk about location of CBD, and how you can leverage this, this data you have for your customer. Also working in my resume on my experience, that’s an example of a product I have used in the past. So based on the customer, where she is, or what kind of products he best ways, you can create different kinds of messages. So by adding a layer of data enrichment, you can understand the context specific places, and the personal connections to frequent places like home and workplace, which is important for location specific messages. For instance, reminding users to tune in when they arrive home. Nevertheless, not forget, it’s important to mention that email is a it’s one part of the multi channel, it email should work with other channels, like the mobile CRM, like push notifications in our messages, or web notification is triggered, it is a challenge. So the customer or show the organisation can have a 360 approach of the customer. In the last slide, after reviewing all the information, based on a behavioural data, I would like to give you six defensive steps how you can start with the behavioural marketing. First one, you can start with onboarding, you can help your customers to understand the value of your product, and set up a welcome email stream for triggering for a customer that’s completed at installation. The second one, you can continue with educated, you can build the relationship that you have with your users, with your customers by providing information that enhance the overall experience with your brand offered valuable information or valuable products for them. Then the next step is they’re not sure what you captured the loss of revenue. As we discussed before the shopping cart abandonment should be there. And you should use that style of communication. The fourth one is that in mind, you should be the user setup, you should remind them for different actions and the class and offer value at the same time. It’s a win win relationship. For instance, think about like a bad thing emails or name days emails, males. Then the next one moving, though, what about the notify, just to keep that patient of your audience and notify them for the distinct moments through messaging. And the last one is the request after the customer takes a certain action. provide options for customers to give feedback to get the new product experience with your brand, for instance, yet is a good opportunity to run surveys to run NPS or any other kind of a request email communication. Then the next slide is about wisdom. Since I think we’re out of time. Does that answer the question? Are you prepared? You guys, the presentation will be available on the website. If you have any questions, please feel free to reach out to me. Thank you Have a nice evening. Stay safe. Thank you guys. Goodbye.

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