The rules of segmentation - Mark Lindsay, Experian
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Transcript of The rules of segmentation - Mark Lindsay, Experian
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Segmentation Rules
Mark Lindsay
@mlindsayuk
Director Strategic Clients and ConsultingExperian Marketing Services
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Intelligence and Personalisation
Right Message
Right Audience Right Time
Great ExperienceGreat Results
Right Message
Right Audience
Right Time
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How to engage
our target audience?
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Be relevant…
… not scary
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Segments help
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3 Segmentation RulesFor Success
Define clear objectives
Think Digital
Make it actionable
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Clarity of purpose
1 Type Example Typical Usage
Demographic Mosaic , FSS , LifestageExternal view / Profiling / Planning / Links to Media & Research / Targeting
AttitudinalCore Values, needs and aspirations plus market behaviours from research
Strategy planning / New opportunities / Above the Line – little use for targeting can’t be identified
Bespoke ClassificationsReclassification of demographics based on attitudes / behaviours
Hybrid approach using attitudinal and/or behavioural data to reclassify demographic information
StateEnquirer, New, On-boarding, Single, Multi, Lapsed
Used to support different messaging and track trends over time
Behavioural RFM, Product purchase, Current vs. Potential Value
More in-depth insight of behavioural groupings e.g. multiple churn / offer hunters or value metrics
Engagement Email / Web / App engagement groups
Identify those that can be influenced as they are active in own channels – to drive comms strategy
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2Think Digital
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Actionable Insight
3Offline, Email and CRM Data
Direct advertising
Programmatic advertising
Search advertising
UX and content customisation
Analytics and insights @
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