Turning data-driven segmentation into customers — Tim Burke // Affinio

Quotes

• “When it comes to segmentation, one of the key components, in light of machine learning and AI capabilities can provide for marketers now is that beyond creating a list, it is able to surface data points or attributes and traits that naturally formulated those segments.” - Tim“By being targeted, you are able to streamline your marketing plans and you’re taking the fluff out of your media buying.” - Ben “I think there’s a flipside where understanding your customer segmentation also can help you with conversion rate optimization.” - Ben “What we’re starting to see is that people start to dabble with slightly nuanced or what I call personalized customer journeys based on early signals of where those individuals are coming from.” - Tim“Behavioral segmentation makes sense and actually helps you improve your conversion rates. If you understand who is likely to convert on your website, you can go find more people and streamline your media buying process and channel selection because you have accurate and relevant data.” - Ben “If you know who you’re going after, you could be more selective and more targeted and cut all the fat out of your media buying and still be just as efficient if not more.” - Ben“On the flip side, when you drive someone to your properties and you know what their behavior is likely going to be, you can change the landing experience and the customer journey to make sure that you’re bringing them the optimal experience.” - Ben “I think at the end of the day, personalizing the customer experience in any format is going to continue to be the expectation of any consumer in the marketplace. It’s always going to be a growth engine for enterprises of global scale.” - Tim