How to develop an online segmentation strategy

Segmentation is the process of partitioning markets into groups of potential customers with similar needs or characteristics who are likely to exhibit similar purchasing behaviour.

Forrester Research predicts that by 2014, consumers will receive more than 9,000 opt-in emails per year. As emails compete to be opened, they need to become more relevant to the user. The same is true for websites and landing pages; and the best way to make marketing more relevant is through segmentation.

This white paper will illustrate how to develop an online segmentation strategy by providing the following insight:

Understand segmentation and how it can be used to improve conversion
Discover ways to segment data by traffic source, engagement, behavioural, value, demographic, channel, geographic and timing
Learn how to develop an effective segmentation strategy using best practice techniques
Find out how to analyse test results to improve targeting for future campaigns

Also features client case studies: William Hill, Getting Personal and Haven Holidays.

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