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BizReport : Advertising archives : October 22, 2015

Brands: How to better ID your customer segments

So you know female Millennials are most likely to shop for your brand's items. Is that enough to fully identify your segment? Not necessarily - especially during the busy holiday season. One expert offers his top tips to better identify customer segments.

by Kristina Knight

Customer segmentation is not new to the online space, but many brands and analytics companies stop at the gender, age and wage categories. According to one expert those segments are just the beginning of a solid strategy for mobile marketers. Why? Because not all female Millennials, to use the original construct, use mobile apps and devices in the same way.

"Not all app users are the same and not all are going to use apps in the same way leading up to the holidays. Sure, you still want to segment your customers by demographics, but pay special attention to the data that shows app engagement because it can help you hyper-target your users during this most competitive time of the year," said Aaron Glazer, CEO, Taplytics.

What else should be considered? According to Glazer savvy marketers will look at the time of day each segment interacts with an app, how recently they've accessed an app and whether that access led to a purchase or simple browsing.

"These data points should guide how you segment and communicate with them. For instance, you may find that a subset of your Gen X users are most actively researching gifts around 9 pm after they've had dinner and put the kids down, so that's the opportune time to send them a recommendation for a perfect present, rather than during rush hour or at 2 a.m," said Glazer.

One more tip: look at how these regular users are engaging. Are they browsing via the app and then purchasing in-store? These users could be sent a simple game or small pieces of content like gift guides, recipe ideas, etc. to make those store waits more pleasant.

Glazer also advises brands to look into the surge of downloads that happen just before the holidays, these are new users who may be more apt to engage if they're sent a welcome offer or even an app tutorial.

Image via Shutterstock

Tags: ad segmentation, advertising, advertising strategy, customer segmentation, Taplytics

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