Behavioural Segmentation

Build personas of key user groups

The Problem

Segmentation isn't just grouping customers by demographic, age or spend.

How do you segment your user base such that each cluster has a clear marketing strategy and well-defined rules that capture the essence of how the group interacts with your business?

The Solution

Our behavioural methodology for creating actionable segments of users or clients is tried and tested across both B2B and B2C markets.

We include data on how your users like to browse, purchase and consume your service to create a manageable number of segments. Each independently describes a facet of your customer base that can be precisely targeted.

We then bring each segment to life with personas and descriptive statistics that your internal teams will be able to understand and get behind.

Inputs

Granular user behavioural data from your web analytics tools
Transactional data
Opens and clickthroughs from your CRM system

Deliverables

1. Scripts that process your data into a form where our segmentation methodology can work its magic

2. A fine-tuned segmentation of your customer base that updates automatically, segmenting new users as they arrive and re-segmenting users whose behaviour has changed

3. We produce detailed documentation describing the membership rules and attributes of each cluster and provide company workshops on how to target and engage each segment

If required, we can also survey samples of users from each segment to put real people, comments and intents into the personas

Outcome

Your company's marketing will be ultra-targeted to each segment and you'll understand how to adapt your product or service to best meet the needs of each cluster

More information