You read it on every blog, in every marketing book, at every industry conference: Segment! Segment! Segment! But what to do when you have no budget and very little time?
To add to this daunting mission, you discovered that your company legacy systems are disparate and they don’t talk to each other. Each department holding a crucial piece of the customer data like Milton was holding his stapler in “Office Space”.
Before you run to the hills and find another job selling granola to sheep shavers, there are concrete steps that you can take right now on the path toward full digital intelligence.
All you need is planning and some smart implementation decisions using low cost or free tools
5 steps to get started with segmentation:
1. What campaigns do I want to launch?
2. What information do I need to know about our customers?
3. How can I collect this information?
4. How do I deliver my campaign to a specific customer segment?
5. How do I Optimize my campaigns
Step 1: define an initial set of campaigns:
• Map out the customer cycle on your site
• Brainstorm for opportunities at every stage of this cycle
• Draft campaign ideas and messages
Step 2: What visitor data do you need to support your campaigns?
• Go over each of your drafts and find the underlying data you need to properly execute them.
• Identify data sources
• Compare the set of data you need with the data you already have in your systems. Identify gaps.
• A single visitor identification is important, especially if you are merging new with old data.
Step 3: design and implement a data collection and consolidation strategy
• Determine where the data will be stored and aggregated
• Tag your digital properties to collect the required data
• Use Tag management solutions to abstract the data collection logic from your legacy systems
Step 4: implement the campaign delivery processes to your customers segments
• Create specific business rules,
• Evaluate message delivery options: email, on-site, off-site.
• Create message templates and content
• Launch your campaigns from easiest to execute to more difficult
Step 5: Optimization
• Harvest customer’s emails early in their buying cycle in order to have more opportunities for retargeting (off site) or remarketing (email, on-site)
• Implement “lazy registration” design pattern to collect customer behavior even when they choose not to register
• Test various messages to find the winning mix of offers and/or discounts