5. COMMON APPROACHES
CLIENT EXPERTISE (OUCH!) LIMITED (& BIASED)
WHAT THEY BUY DOESN’T
TRANSACTION DATA TELL YOU WHY THEY BUY
CLICK DATA (SAME WITH CLICKING)
DON’T EXPLAIN PURCHASE
DEMOGRAPHICS/PSYCHOGRAPHICS MOTIVATION, NOT CUSTOMIZED
FOCUS GROUPS NOT
STATISTICALLY RELIABLE
9. STATISTICALLY RELIABLE,
UNLIKE FOCUS GROUPS
QUANTITATIVE BASED ON NEEDS AND
MOTIVATIONS, NOT
ATTITUDINAL DEMOGRAPHICS OR PAST
PURCHASE BEHAVIOR
AUDIENCE YOURS!
(NOBODY ELSE’S)
SEGMENTATION
MULTI-FACETED,
DIFFERENTIATED GROUPS
10. KEY PRINCIPLES
BUILD IT FROM SCRATCH
MULTIPLE RESPONDENT GROUPS
BEST PRACTICES IN SURVEY DEVELOPMENT
SEGMENTS BASED ON ATTITUDES/NEEDS
DON’T PRE-DETERMINE YOUR SEGMENTS!
STATISTICAL RELIABILITY
BE OPEN TO THE GOOD, BAD & UGLY
12. ESSCENTUAL BRANDS
HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER
SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY
(WEB, EMAIL, PPC, SEO)
RESULTS:
ONLINE REVENUE +500% IN ONE YEAR
SALES FROM ORGANIC SEARCH MORE THAN DOUBLED
PPC CAMPAIGN GENERATED 500% ROI
CUSTOMER FILE GREW FROM 1,500 TO 20,000
AUDIENCEAUDIT CLIENT
13. STERLING COMMERCE
FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING
INDUSTRY
SEGMENTATION APPLIED TO EMAIL PROSPECTING
ADDRESSED RECIPIENT MOTIVATION VS. COMPANY DEMOGRAPHICS
RESULTS:
4X BETTER LEAD-GENERATION RESPONSE (OPENS)
1.2X BETTER CONVERSION
SOURCE: MARKETING SHERPA
14. BEST BUY
110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN
2005
EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS AND
CUSTOMIZED THEIR APPROACH
RESULTS:
85% PROFIT GAIN IN FIRST QUARTER AFTER LAUNCH
CONVERTED STORES 2X THE SALES GAINS VS. CONTROL IN
FIRST 3 MONTHS
SOURCE: MICROSOFT DYNAMICS
16. BEST BLOOMS OVERVIEW
ONLINE AND BRICK & MORTAR
AVERAGE CUSTOMER:
10 PURCHASES/YEAR, $44 EACH
45% ARE FEMALE
ROSES #1, FOLLOWED BY SEASONAL ARRANGEMENTS
68% SHIP TO ANOTHER ADDRESS
24. PICK YOUR TARGETS
ACQUISITION RETENTION
REVENUE POTENTIAL LESS REVENUE POTENTIAL
EASY TO PLEASE HARDER TO PLEASE
YOU CAN WIN VS. THE COMPETITION YOU CAN’T BEAT THE COMPETITION
GO GET MORE! KEEP THOSE YOU HAVE
29. THE CONTENT CONTINUUM, PART TWO
MOTIVATION TO MESSAGE: USING SEGMENTATION
TO CREATE A USER-CENTERED CONTENT STRATEGY
JANUARY 26, 2011
SARA WACHTER-BOETTCHER
DIRECTOR OF INTERACTIVE CONTENT & MARKETING STRATEGY
OFF MADISON AVE
30. QUESTIONS?
SUSAN BAIER
AUDIENCEAUDIT.COM
SUSAN@AUDIENCEAUDIT.COM
@SUSANBAIER