#monetatesummit
GregPhillips,formerlyofOfficeMax
SegmentDiscovery
Uncovertheattributesofcustomers
whoperformthebest.
The Problem:

Back to School Season
• One of the largest sale seasons for the industry.
!
• Wanted to effectively segment ...
The Process – With LivePredict
How to Uncover
New Segments
The Process
• Defined what we were looking for:
– We are looking to discover BTS shoppers that are most valuable to us.
!
...
College Back-to-Schoolers
!
• Propensity to buy bigger ticket items
- Laptops
- Desks
- Futons and chairs
!
• Often in a h...
Live Predict and Geo Targeting
• Using the Monetate LivePredict tool we are able to
uncover new segments based on our assu...
LivePredict General ScreenShot
The Solution – Targeted Assets
• College Back to School Banner
!
!
!
!
• Takes users to a custom page with items relevant ...
The End Result
• Segments were delivered a relevant experience
upon landing.

• More known about these customers were know...
Recap
• Begin with a goal in mind.
!
• Start with low hanging fruit within your data, let that
guide you.
!
• Enhance with...
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Segment Discovery (Greg Phillips)

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Uncover the attributes of customers who perform the best.

Published in: Marketing, Education, Business
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Segment Discovery (Greg Phillips)

  1. 1. #monetatesummit GregPhillips,formerlyofOfficeMax SegmentDiscovery Uncovertheattributesofcustomers whoperformthebest.
  2. 2. The Problem:
 Back to School Season • One of the largest sale seasons for the industry. ! • Wanted to effectively segment out our user groups and provide relevant onsite experiences. ! • Focus on a few key groups –K-5 –Middle/junior high-school –High-school –College
  3. 3. The Process – With LivePredict How to Uncover New Segments
  4. 4. The Process • Defined what we were looking for: – We are looking to discover BTS shoppers that are most valuable to us. ! • Look at the numbers to help direct you initially. – Customers with the highest Average Order Value – Preferences for higher margin items – High repeat purchase frequency
  5. 5. College Back-to-Schoolers ! • Propensity to buy bigger ticket items - Laptops - Desks - Futons and chairs ! • Often in a heavily populated area not inside a major metropolitan area ! • Age demographic of 18-25
  6. 6. Live Predict and Geo Targeting • Using the Monetate LivePredict tool we are able to uncover new segments based on our assumptions. ! A few examples: ! - High proportion of population under 24 - High populated non-metropolitan areas - Education level
  7. 7. LivePredict General ScreenShot
  8. 8. The Solution – Targeted Assets • College Back to School Banner ! ! ! ! • Takes users to a custom page with items relevant to their interests. • Only shows to users in those specified demographic locations.
  9. 9. The End Result • Segments were delivered a relevant experience upon landing.
 • More known about these customers were known. ! • Internal resources could focus on key areas based up discovery. (Efficiency)
  10. 10. Recap • Begin with a goal in mind. ! • Start with low hanging fruit within your data, let that guide you. ! • Enhance with tools such as LivePredict to discover unique characteristics of your segments. ! • Target through Monetate.
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