Segmentation is a basic strategy that is essential to any successful marketing. As all customers have the same characteristics or behave the same way, it is increasingly important to use different marketing tactics for each separate group. While segmenting traditionally has been thought of simply in terms of age, gender and even geography – as our threshold for marketing based data continues to increase, the definition of segmentation has evolved as well [
We will use Pixar movies as an example: while one might think that their cartoons are just for children, in reality, their films appeal to a variety of different groups, there including children, parents, couples, adolescents. Messaging and movie promotion go well beyond just age five years to laughter. Pixar is clever in their approach: apart from traditional advertising on children’s programming, the film is also positioned on shows geared toward adults, such as Ellen (as they did with Finding Dory) and promoted on networks social with specific scenarios that are geared toward a group.
With the huge amount of customer data and behavior at our disposal, it is even more important to identify the main characteristics of audience segments that are most important for a brand – to better understand behavior resulting in a more positive interaction, sharing and conversions between different customer groups.
At Adobe Summit, we introduced IQ segment in the world – and we are now pleased to announce the debut live in this category: Segment Comparison analysis workspace. First in a series of hearings analysis and discovery tools in the IQ segment, sector comparison intelligently discovers the differences between sets of your target audience segments through automated analysis of all your settings and dimensions.
In talking with customers, we have seen analysts spend an incredible amount of time comparing the different segments with each other to understand the differences between a share them. Segments often overlap with each other or have no obvious differences deeply hidden in the data, and find these ideas is like picking a needle out of a haystack -. Sifting through these manually data cascades to find the most significant differences is often impossible
With the segment comparison, traders and analysts can get a new visibility in which the most important segments for their businesses and why, so they can acquire and convert customers much more time efficient and saving budget.
The best part is that all this is done in a few mouse clicks. Watch this short demo to see it in action.
Segment allows brands to complete a full analysis of segment in a few minutes, and comparing each of its dimensions, the metrically or data between two segments automatically discovering the most important differences between each. In initial testing with customers, Segment IQ is one of the most popular features that we published and we are excited to see how it develops from here to help create highly targeted marketing strategies that resonate with the segments based on the unique customer behavior.