Data segmentation and personalisation
How do you ensure that your digital marketing communications are as relevant to each individual user as possible when you have a database of thousands? Through segmentation and personalisation. Segmentation is simple enough. We can segment users by age, gender, interest, location and any other information they have provided our client with, so we can create a new email list based on the defined target audience for a campaign. So if a client wanted to promote their pop-up craft beer shop in Cambridge, we could use segmentation on a database to target men over 30 with an interest in ale in the vicinity.