Three use cases for Hybrid Segmentation
- By tagging segments to an alcohol company’s database and they saw 14% increase in click-through and conversion from marketing emails targeted to specific segments.
- Our Hybrid Segmentation for an international travel company allowed them to tailor the resort experience for individual travellers, decide who to send brochures to, and optimise online experience based on their segment. None of this would have been possible without a link to the Database.
- A major UK insurer wanted to align their brand portfolio against distinct consumer personas. Hybrid Segmentation was part of a wider marketing effort that resulted in the client winning an IPA Effectiveness Gold Award, for returning a key brand to growth.
Ideal Customer Profile (ICP): Can help you to identify key attributes that your most profitable segments share.
Source Channel, Content or Campaign: Can help you establish which themes and messages are more successful and which need more attention.
Needs, Interests and Hobbies: Understand the wider context of customers’ lives and find new opportunities for placement.
Buying Personas: Representations of groups of customers that can help you to easily understand the needs and motivations of your consumers.
Beyond your CRM