Segmentation is the foundation of traditional marketing. The benefits are vast and well understood by marketing professionals in the offline world. A data management platform (DMP) enables interactive marketers to implement segment- or audience-based marketing programs. Many marketers struggle with data fragmentation, underutilized data assets, and have a distinct need for more audience insight that can be provided from a DMP infrastructure. Proper implementation of a DMP is a time and labor intensive process that requires the collaboration of marketing, IT, legal, customer relationship management and analytics departments.
Segmentation helps interactive marketers by:
Improved targeting and optimization of marketing campaigns - Proper attribution that are strong predictors of user behavior can mean the difference between an effective and efficient marketing spend and a wasted budget.
Enhanced customer management approaches and processes - Through identifying and retaining high-value customers such as frequent buyers, marketers can increase customer value and reduce customer churn.
Actionable insight across the customer life cycle - Through segmentation, interactive marketers can drive actionable insights throughout the customer life cycle from acquisition to retention.
Courtesy of: BC American Marketing Association, Forrester
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