New Feature: Customer List Segmentation

Lyden Foust


January 18, 2023

Segmenting first party customer data is perhaps the fastest path to greater ROI for any B2C company. The benefit of customer segmentation is clear: segmented email campaigns average a 100.95% higher click through rate. customers see targeted social campaigns lift click through rates on average 5-7x over non-targeted campaigns and cost ~300% less.

Barriers to Customer Segmentation

So why are most companies sitting on reams of data without mining the nuggets of segmentation? 

  • Uncertainty: Segmentation typically has a high upfront cost with unclear long-term payout.
  • Talent: Midmarket companies rarely have the data science firepower in-house required for segmentation.
  • Speed: A segmentation project can take months to finish with no immediate ROI.

These factors make segmentation daunting. And when there are more straightforward problems in the business to fix, segmentation and smart targeting are set aside.

Introducing Customer List Segmentation in PersonaLive

This entire process is changing with the release of the Customer List Segmentation feature in PersonaLive. In less than 10 minutes, you can transform your trove of customer data into actionable marketing audiences that drive 7x higher ROI over baseline.

If you know how to format and upload a list of customers in CSV, you can have a comprehensive segmentation in minutes. This completely removes the speed and talent barriers. Plus, if you include metrics like customer spend, you’ll also see the average customer value in each segment and clear up uncertainty around who your most valuable customers are.

What Is PersonaLive Segmentation?

PersonaLive segmentation classifies every U.S. household into one of 80 segments nested within 17 families. We categorize each household based on three factors: social media, retail device visitation, and individual demographics. PersonaLive is the only psychographic segmentation based on real behavioral data (not surveys).

How To Segment Your Customer List (And Boost ROI)

All you need to start segmenting your customers is a customer list in CSV format. Then, simply follow these three steps within the PersonaLive platform:

  1. Append segments to your customer list.
  2. Analyze your customer segments to uncover valuable insights.
  3. Activate your top segments across digital marketing platforms.

To illustrate the segmentation process, we will look at customers of a hypothetical home decor store.

Step 1: Append Segments To Your Customer List

First, we need to match our customers to PersonaLive segments. To do this, we need to match identifiers. The best identifier to use is customer address. To match at the individual level we can also include the customer’s name. 

Simply upload the formatted customer CSV file using the form on the Append page and indicate which metrics you want to explore by segment, such as spend, frequency, or lifetime value. In this example, we will include total spend per customer.

Some companies do not have the address of their customers. In that case, you can also append on email, or the combination of name and zip.

Step 2: Analyze Customer Segments To Uncover Insights

Rank Segments By Percentage

In just a few minutes, our customer list has processed and is now. segmented. Next, we can navigate to the Analyze page and click the Customers tab. In this tab, we can quickly see the percentage and count within each family (a group of segments). We can also view individual segments to analyze the segmentation at a more granular level. The index on the right side of the table compares our customers to the local market base.

Rank Segments By Customer Spend

Since we included spend as one of our uploaded metrics, the Customer List Segmentation feature averaged every customer’s spend within the segment groupings. We can now click and rank our best customers by value. This becomes important when considering how much we are willing to pay for impressions and clicks for each segment. 

Compare Customer Percentage And Spend

For further strategic analysis, we can compare customer percentage and spend in the Compare tab. This plots any two selected metrics on an X-Y axis with the size of the bubble representing the population size of that segment in the market. This allows us to focus on niche high spenders, or activate a previously ignored segment in the market that represents an outsized opportunity.

Congratulations! You now already understand:

  1. Who your best customers are.
  2. The average dollar amount each customer segment is worth.
  3. The amount of people each segment represents of the population.

Step 3: Activate Top Segments Across Digital Marketing Platforms.

Segmentation usually stop at insights. But because PersonaLive’s segmentation is connected to digital marketing platforms, we can go a step further. Right from the Analyze page, we can select our top segments and begin deploying marketing campaigns, targeting those segments across social, email, display, and direct mail. 

The strength of these audiences in marketing is not rocket science. By narrowing down our target audience to the 5-10 segments that make up the top 20% of your customers — and finding more people in markets like those 20% — you are gaining enormous efficiencies. These efficiencies play out as you’d expect in social, digital, and direct mail campaigns.

Amplify ROI In Under 10 Minutes

Segmenting customer data is crucial as it is one of the fastest ways to increase ROI. In the past, barriers of uncertainty, talent, and speed got in the way. But the Customer List Segmentation feature turns those barriers on their head by organizing your CRM into actionable segments in under 10 minutes. With the help of PersonaLive, companies can now easily tap into the potential of their customer data to drive business ROI and efficiency forward.

How PersonaLive Segmentation System Works

Personalive segmentation uses social media, mobile foot traffic, online activity, and individual-level demographics to organize every US household into one of 80 behavioral segments. These segments provide visibility to the online and offline preferences of the customers visiting any US property.

01 Append

Draw a polygon around a property to identify the behavioral segment of every visitor.

02 Analyze

Rank the top customer types visiting a location. Then match retailers based on online and offline activities of visitors.

03 Activate

Demonstrate visitor brand affinity to close deals. Activate marketing campaigns to drive target segments to your location.

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