Data Driven Segmentation

Communicate more effectively with different groups of clients

Target campaigns using effective data driven segmentation

Segmentation can help you plan targeted marketing activity by identifying groups of customers with similar properties and or behaviour.

Planning your campaigns and strategy with an understanding of these segments, allows you to target each group in the most appropriate way.

  • Create segments of similar customers
  • Define strategies to target like minded groups of customers
  • Gain a greater understanding of your data with pen-portraits
  • Support strategy and decision making
  • Drive incremental value and ROI

Got questions about Data Driven Segmentation? Call 01245 807 470

Alternatively arrange a callback or send us an email enquiry

Our Approach

We use a variety of techniques such as Decision Trees and K-Means to create data driven segments, based on a variety of factors such as purchase history, geography and other demographics.

Your segments can form the basis of Pen Portraits, which are designed and built around the individual segments identified within your data. They are a great way of visually representing your customers, understanding their behaviour and sharing this understanding throughout your organisation.

Why Segment Your Data?

Segmenting your data enables you to develop a deeper understanding of your customers and discover what drives them to respond, engage or purchase.

Data Segmentation is a simple way of dividing your customer base into smaller, targeted groups of individuals. It adds several layers of intelligence to your data, based on key differentials, such as:

  • Spending patterns
  • Gender
  • Age or Life Stage
  • Demographics
  • Socio-economic groups

Techniques

Decision Trees combine data exploration and modelling. This decision support tool uses a tree-like graph or model to illustrate decisions and their possible outcomes and consequences. The schematic tree-shaped diagrams can determine a statistical probability of outcomes and support business decisions by considering different scenarios.

K means clustering partitions a dataset into a number of groups by minimising the distance between each data point. In this way you end up with clusters of similar data to be used in segmentation.

Need any help or advice? Get in touch

Alternatively arrange a callback or send us an email enquiry

​Our Insight & Analysis Team are here to help

Our specialist team have over 20 years experience in data marketing strategy. They are happy to discuss and advise on the most effective combination of services, based on what you are looking to achieve.

Call our team on 01245 807 470 to talk to us about Segmentation

Alternatively arrange a callback or send us an email enquiry