Every marketer has heard of segmentation. We all understand the importance of building personas and targeting our message. But very few are using segmentation to its full potential. In Star Wars, a Jedi master was someone who had the greatest mastery of the Force, someone who understood its power and could use it for good. At Custora, we work with many of the most successful and sophisticated B2C marketers in the industry. Many of these organizations have achieved Yoda-like mastery of segmentation and are seeing extraordinary performance gains across their acquisition, growth, and retention campaigns. And while each business is unique, they each share common traits.
We’ve distilled these common approaches down to the 7 secrets to segment like a Jedi master. Follow these steps and your organization can evolve past batch-and-blast to create a world where every communication and touchpoint is relevant and engaging for your customers.
I have a confession to make. I was a personalization junkie. As the head of marketing for a website testing company that became one of the first to make the shift to personalization, I was addicted to the promise of personalization. But after spending years working with retail brands looking to implement personalization, I have another confession to make—personalization technology alone will not deliver the results that you are looking for.
Last Tuesday was a snow day for most of us in the Northeast, and I used that time to finally get around to reading a marketing book that was recommended highly to me. The book is “Influence: The Psychology of Persuasion” by Robert Cialdini, published in 1984. This social psychology classic uncovers the secrets of getting people to take action and contains principles that can be used by retailers today to boost online sales.
Dr. Cialdini, a professor of psychology and marketing at Arizona State University, lays out six proven methods based on the science of persuasion that can get people to say yes to almost anything:
Most retailers have made major investments in their marketing tools, their data, and their teams. They are aggregating customer information in data warehouses and making it accessible to marketing execution systems. New data science groups are being formed, and CRM teams are being integrated within the broader organization. So why is it still so hard to solve customer centric-challenges like the one time buyer problem? To reduce churn without over-spending on promotions? To focus your ad spend on consumers predicted to become high life time value customers?