What traits do your customers share? Hopefully you’re at least capturing the basics of their demographic information, such as name, email, and address. But what other data points do you capture? Maybe you’ve added onto that basic demographic and geographic information—neighborhood, perhaps, or marital status—even children.
One thing about doing business in the modern era is data: There’s a lot of it and you have to spend a lot of time trying to organize and make sense of it. That is marketing segmentation, which is identifying shared traits.
But the notion of what are segments has been greatly expanded, and that’s a good thing. Now behavior and psychology are playing a part in what businesses learn about their customers, and how they appeal to them or help them solve problems. So how do you use behavioral segmentation to your advantage? This graphic from Salesforce helps to explain the concept.
Promotions Coordinator at Ghergich & Co.
