This document discusses user segmentation and how data from digital platforms can be used to better target customers. It notes that horizontal segmentation, which uses one message for all, is less effective than customizing messages for different customer segments identified through data analysis. The document provides several statistics that illustrate the growth of mobile usage and how people use mobile devices for tasks like searching and making purchases locally. It also gives examples of how Google and Facebook segment users and target them with customized information and ads based on their individual data profiles and activities online.

1. User Segmentation: The Devil is in the Data
!
Matt McGee
!
Director Digital Marketing, Push.
!
mmcgee@pushhere.com
!
pushhere.com
!
!
!

2. About Me
• Over 7 years of direct digital media
experience
!
• Brand experience: Johnny Rockets, Sonny’s
BBQ, Yale University, Wake Forest
University, AT&T, IGN, & Valencia College
!
• Areas of expertise in: SEM, SEO,
Remarketing/Retargeting, Social
Marketing, Mobile/Video, and Analytics

7. vs

8. Horizontal Segmentation
One Message for the Masses
Custom Message Custom Message Custom Message

9. No Perfect Bell Curve

13. Data Doesn’t Lie
• 75% of mobile users use their mobile device when shopping
• The global mobile market will grow from $3.4 billion in 2010, to $22 billion in 2016
• 53% of American consumers use their smartphones to access search engines at least
once a day
• Tablet sales have begun to outperform those of laptops
• 95% of mobile users use their devices for local search
• 9 out of 10 mobile phones searches result is a purchase or visit
• 3 out of every 5 searches are conducted on a mobile device
• 99% of smartphone owners use their mobile device at least once a day
!marketingland.com
Sources
econsultancy.com
nielsen.com
aericon.com
grideyeco.com

15. Google Segmentation

16. Info Just for You
“If you’ve got a flight reservation saved in your Gmail,
you can ask the Google Search app, ‘What gate does my
flight leave from?’ and get the answer directly. You can
also ask about shipments (‘Where’s my package?’) or for
appointments (‘When do I have yoga?’). All this is
private of course, visible just to you.”
Amit Singhal, Google Head of Search

18. Most Powerful Reach

19. Google Analytics

20. Google Adwords

21. Parents Beware

22. Facebook

24. Thanks.

25. Questions?
@Matthew_McGee
Director of Digital Marketing
Push.
mmcgee@pushhere.com