“We've been working in segmentation for over 20 years, and we're often asked how has it changed in that time. The simple answer to that question is that more brands have databases and so more brands need to implement segmentation on those databases.” Leigh MorrisPaul Carney

It seems natural than every company should have a database in 2021 and yet it is easy to forget that for alcohol brands and others, this is relatively new. Brands now have a large amount of customer data held internally and tagging these customers with segments opens up huge commercial opportunities. STRAT7 Bonamy Finch have developed an approach, called Hybrid Segmentation, that fuses survey and customer data to create a single, linked view of the consumer. This creates a segmentation that is rich in motivations & needs, but can also be tagged to individual customers. ​

A few examples:

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.

Even where your CRM might not be a key use case for it might not be the right time to tag to customers, for logistical, legal, or cultural reasons, attributing segments to your database is something that every brand should consider. There’s a lot that can be learned from customer data and how it is stored. Your surveys should harmonised alongside existing business processes – from simple things like matching product lists, customer touchpoints, or even how demographics are used.

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