forrester & allant group Present -
[webinar] A Modern Take on Segmentation
November 21, 2019 at 11:30am - 12:30pm CST
Traditional segmentation looks at customer identities as different personas, providing the opportunity to customize content and messaging to improve engagement.
But the volume of modern data points through online and offline channels, integrated through marketing and advertising tech, provides a detailed, granular view of your customers beyond typical demographic and behavioral markers. This concept gives detailed learnings about how your customers interact with your brand on a daily basis.
Next generation methodologies start with an immersion into the category and the brand, uncovering distinctions leading to a custom program. This approach delivers high-impact, business-relevant insights into customer lifetime value, life stage and user actions.
The merger of traditional segmentation, married with category and brand insights, can be taken to a new level with micro-segmentation. Ultimately, it allows us to target customers more holistically and results in a higher ROI.
Join guest speaker Brandon Purcell, Principal Analyst from Forrester, and Jerry Nichols, SVP of Analytics, Insights & Strategy at Allant Group, on November 21st at 11:30a CST to learn about micro-segmentation, as well as to learn how to: