Segmenting is one of the core strategies that marketers are taught in any Marketing 101 class. The basics state, “not all of your customers have the same characteristics or behave in the same manner, so you should employ different marketing tactics for each distinct group.” For example, Pixar movies appeal to some very different groups (children, parents, couples — come to think of it, almost everyone!), but the messaging and ways in which their movies are promoted go beyond just getting a five-year-old to laugh.
How Does Segmenting Work?
Traditionally, segmenting was based on simple perspectives (e.g., age, gender, geography). For example, if a new Pixar movie was coming out, they would make sure they advertised the movie heavily on children’s shows and did tie-ins with other promo partners. These ads and tie-ins might focus more on getting quick laughs or introducing adorable characters. Then, the movie would be positioned on shows like Ellen (even before Finding Dory) or promoted on social channels to focus more on the storylines or how it promised to be a bonding experience for parents and kids.
With the massive amount of customer and behavioral data at marketers’ disposals nowadays, how can we leverage this data to identify the key characteristics of audience segments that are most important to our businesses? How can we, as marketers, better understand the behaviors that drive more positive interactions, sharing, and conversions among different groups of customers?
Segment Comparison Ups the Ante!
Segment Comparison intelligently discovers the differences between your target audience segments through automated analysis of all of your metrics and dimensions. Released last month, the Segment Comparison tool will be the first in a series of audience analysis and discovery tools within the Segment IQ feature of Analysis Workspace. You can now uncover new customer insights, that were previously time-consuming — or even impossible — to obtain, just by comparing and surfacing the significant behavioral differences between segments as well as actionable insights to drive your key performance indicators (KPIs). With this new capability, marketers and analysts can gain new visibility into which segments are most important to their businesses and why, so they can acquire and convert new customers much more efficiently — saving both time and budget.
In visiting with customers, we noticed that many analysts spend a lot of time and effort comparing their various Adobe Analytics segments to each other to understand the actionable differences between them. Often, segments overlap one another or may have not-so-obvious differences that may be lurking deep within the data. Uncovering these hidden insights can be like trying to pick a needle out of a haystack! There can be hundreds — even thousands — of different data points to compare between segments. Manually sifting through these cascades of data to find the most significant differences is often a HUGE bottleneck — if not altogether impossible!
The best part is that all of this is done with a few clicks of your mouse.
So, How Can You Benefit From Segment Comparison?
First, let’s recap! Segment Comparison allows you to:
- Complete a comprehensive segment analysis within mere minutes;
- Use advanced data-science techniques to automatically compare every single dimension, metric, or data point between any two segments; and
- Automatically discover the most statistically significant differences that distinguish one Adobe Analytics segment from another.
Now, how can this benefit you specifically? Having this information will enable you to more effectively create highly targeted marketing strategies that will resonate with your segments based on their unique behaviors. Stay tuned for even more tips and tricks to help enhance your bottom line!
The post Introducing Segment Comparison for Analysis Workspace appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/analytics/introducing-segment-comparison-analysis-workspace/
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