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Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
Segment Discovery (Greg Phillips)
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Segment Discovery (Greg Phillips)

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Uncover the attributes of customers who perform the best.

Uncover the attributes of customers who perform the best.

Published in: Marketing, Education, Business
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  1. #monetatesummit GregPhillips,formerlyofOfficeMax SegmentDiscovery Uncovertheattributesofcustomers whoperformthebest.
  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. The Process – With LivePredict How to Uncover New Segments
  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. 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. 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. LivePredict General ScreenShot
  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. 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. 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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