Identify your most valuable audience segments

[nrumohammadx1]

The first step an organization must take when deciding to equip itself with a personalization strategy is to use the data at its disposal to better understand the target audience , and above all to identify within the audience the segment that is most likely to generate the greatest value over time .

“Personalization is not a business practice for companies that have no idea how they want to segment their audience. It only works for companies that are ready to capitalize on their segments,” says Hudson Arnold , Senior Strategy Consultant at Optimizely .

What Arnold wants to tell us is that before moving on to the implementation iran whatsapp resource of real personalization tactics, it is essential to focus our energies on interpreting the data to identify, among all the users who have come into contact with the brand, the most important ones (from which we expect the best results over time). To achieve this goal, we can proceed gradually, through successive screenings.

An initial selection takes into consideration larger cohorts , focused on the visitor's geographic location (where is the user located?), on the use of the device (is he browsing using a tablet or a desktop PC?), on his online behavior (how long has he been viewing that product page?) on the touchpoint with which he interacted (did he arrive on the site via the advert posted on Facebook?)

Subsequent selections use different types of metrics, as the definition process progresses into more precisely qualified segments.
Transactional metrics that isolate and translate into a quantitative data the perception developed by the customer along the purchasing path. The most used KPIs among all those that belong to this group are probably the CSAT (Customer Satisfaction) and the CES ( Customer Effort Score) , which qualify and quantify a specific interaction and return the appreciation of customers at a given moment (but they do not tell us anything about the overall interaction or the complete succession of interactions).

Relationship metrics , which measure the state of the relationship between customers and the brand from the beginning of the commercial relationship, allowing us to observe from a historical point of view how the interaction evolves, even in its emotional colors (i.e. they help define the sentiment of customers towards a brand). The NPS (Net Promoter Score) is the archetype of the relationship KPI: it expresses, on a scale of 1 to 10, the probability with which customers of a brand recommend it to someone else. That is, it measures the propensity of a customer to recommend a product, a service or a brand to friends and family following an interaction. Customer retention (customer loyalty rate) is also a relationship indicator: It indicates the quantity of customers who return to shop with a brand after purchasing one of its products or services, records the perceived quality of customer service and product performance and measures the degree of loyalty.

Marketing teams can also segment prospects during the onboarding process , integrating the information gained from their responses directly into the personalization strategy. This type of qualitative analysis goes a long way in increasing customer understanding.

Once you have collected customer information and selected your most valuable audience segments, you need to identify which insights are valid for your target audiences



Extract the truly useful insights
One of the recurring questions that fuels a personalization strategy is this: “How can I get actionable insights to create personalized messages that really work?” The answer to this question determines the effectiveness of the entire strategy, since the quality of customer insights directly impacts the quality of personalization results.

You can get the insights you need to build better personalized initiatives through three modes (to be used individually or in combination).