How data is changing the utility of customer segmentation
Tim Burke
Affinio
- Part 1 How data is changing the utility of customer segmentation
- Part 2Turning data-driven segmentation into customers — Tim Burke // Affinio
Show Notes
Quotes
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“What we are trying to do is identify key underlying behavioral patterns that are common across very large data sets. Marketers basically can build compelling opportunity campaigns and briefs on the front end based on the signals as opposed to having to start off by guessing which is traditionally been a lot of the problem.” - Tim “I think the idea behind customer segmentation is changing a lot this decade, with the rise of the digital revolution because before it was just geographic and demographic segments.” - Ben“We don’t negate the value of demographic data. Our argument is that at a foundation if you start segmenting based on some behavioral patterns of individuals, you absolutely will identify certain segments within that population that over-index based on the demographic characteristic.” - Tim“Demographics in the traditional sense has been heavily utilized in the marketing domain primarily to drive reach and scale. What we’re seeing in the market is the shift to hyper-personalized content, recognizing that one campaign does not fit all.” - Tim “We got a really interesting dynamic in the marketplace that is evolving. We are deep in the throes of a digital transformation and collection of massive amounts of data and at the same time having challenges in managing privacy and those within the scope GDPR.” - Tim “Machine learning and AI are changing the nature in which people can validate and test their hypothesis against their data and that in itself is changing the utility around customer segmentation.” - Tim “Early collection of customer data can help drive really compelling campaigns and strategies. I would say that it’s never too early to begin that collection and nor is it too early to start analyzing and look for emerging trends.” - Tim“At the enterprise-scale, businesses are able to take their data and be able to create behavioral segments that are more actionable than their demographic segments because they’re using their data to their advantage, coming up with common themes that help them make content and personalization easier.” - Ben
- Part 1 How data is changing the utility of customer segmentation
- Part 2Turning data-driven segmentation into customers — Tim Burke // Affinio
Up Next:
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Part 1How data is changing the utility of customer segmentation
Today we're going to discuss the purpose and utility of what some believe is becoming a lost art for marketers: customer segmentation. Joining us is Tim Burke, Co-Founder and CEO at Affinio, which is an augmented analytics platform that surfaces deep consumer insights within any data set. In part 1 of our conversation, we talk about how marketers' access to data is changing the utility of customer segmentation.
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Part 2Turning data-driven segmentation into customers — Tim Burke // Affinio
Today we're going to discuss the purpose and utility of what some believe is becoming a lost art for marketers - customer segmentation. Joining us is Tim Burke, the Co-Founder and CEO of Affinio, which is a marketing strategy platform that helps marketers better connect with people using rich interest and affinity data using machine learning. In part 2 of our conversation, we're going to talk about how to turn your data-driven customer segments into actual customers.
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