Personalisation vs segmentation - the differences and the benefits
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Personalisation and Segmentation. Marketers often get them confused. And that could be holding back your ability to execute both effectively. Learn how they are difference, the benefits of each, and how to get them working together. A Pure360 Lifecycle Marketing Masterclass. https://www.pure360.com
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Personalisation vs segmentation - the differences and the benefits
- 1. Lifecycle Marketing Masterclasses Personalisation vs segmentation Kristian Bannister Senior Marketing Manager @ Pure360
- 2. Build, automate and personalise your customer lifecycle NurtureWelcome Browse Abandon Cart Abandon Cross- sell Upsell Loyalty Renew Lapsed Purchase Lapsed Engagement Customers using our best practice customer lifecycle framework average 22% more revenue
- 3. 75% of marketers believe that segmenting an audience fulfills the bare minimum requirements for personalisation SAILTHRU
- 4. What is segmentation? Splitting your consumers into small subgroups based on similar characteristics: ● Demographics – age, gender, occupation, income ● Psychographics - interests, lifestyle, personality ● Behaviours - buying stage, purchase frequency
- 5. Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification
- 6. Women Men Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification
- 7. Women Men Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification Activewear FormalStreetwear FormalStreetwear
- 8. Women Men Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification Activewear FormalStreetwear FormalStreetwear Gym Gear Sneakers HandbagBlouses Running Trainers Logo T- shirts Sneakers Dress Shoes SuitsSliders Shirts
- 9. Women Men Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification Activewear FormalStreetwear FormalStreetwear Gym Gear Sneakers Reebok Nike Vans HandbagBlouses Running Trainers Logo T- shirts River Island Ted BakerAdidas Sneakers New Balance Nike Dress Shoes Suits Reiss River Island Puma Sliders Shirts Grenson
- 11. Similarity ≠ sameness ● Male ● British ● Late sixties ● Multi-millionaire ● Owns multiple houses ● Dog owners
- 12. Similarity ≠ sameness ● Male ● British ● Late sixties ● Multi-millionaire ● Owns multiple houses ● Dog owners
- 13. What is personalisation? Optimising messages that are unique to individual. Start with the individual and work outwards. City First name Purchase history Recently browsed products Lifetime value Job title D.O.B Clothing size
- 14. Segmentation Controlled by the marketer Personalisation Controlled by the machine Rules Machine-learningSegmentation Personalisation
- 15. Segmentation Controlled by the marketer Personalisation Controlled by the machine Rules Machine-learningSegmentation Controlled by the marketer Personalisation Controlled by the machine (rules + machine-learning)
- 16. How does personalisation help? ● Avoid assumptions made by marketers ● Prioritise what’s interesting for each individual ● React in real-time ● Tailor message to suit them ● Save huge amount of time!!! Nike brand affinity Discount chaser Recently browsed trainers High CLV Josh 34 years old Size 11 Birthday next week
- 17. Women Men Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification Activewear FormalStreetwear FormalStreetwear Gym Gear Sneaker s Reebok Nike Vans Handba g Blouses Running Trainers Logo T- shirts River Island Ted Baker Adidas Sneaker s New Balance Nike Dress Shoes Suits Reiss River Island Puma Sliders Shirts Grenson
- 18. Twenty-something fashion-lovers Price conscious Up to date trends, convenience, instant gratification Nike fan Birthday next week Recently browsed trainers Recently purchased bag Streetwear fan Lapsed purchase Single email Items left in cart Yet to make a purchase Disengaged with marketing Cosmetics fan Not joined loyalty scheme
- 19. Segmentation Controlled by the marketer Personalisation Controlled by the machine Rules Machine-learningSegmentation Targeting Positioning Messaging Personalisation Contextual Behavioural Real-time It’s not one or the other
- 20. Profiling of historical data Wisdom of the crowd Real-time behaviour Right message, content and experience Understand and react to behavioural signals in real-time
- 21. Hesitant VIP Lapsed Yet to make a purchase Price sensitive Timed coupon Browse/cart abandonment email Very responsive to marketing Impulse buyer Exclusive sale access Post-purchase upsell Hasn’t purchased in a while Unresponsive to marketing ‘We miss you’ discount Behaviour Personalised Offer Shape marketing based on behaviours
- 22. Land CartBrowse Abandon Buy Trending products Personalised homepage banners Replenishment Exit Intent Overlay User Generated Content Cart Abandonment email 2nd purchase discount Personalised recs Individual coupons Post sale trigger Browse Abandonment Cross-sell recommendations Up-sell recommendations Price-drop alert / back in stock alerts Replenishment Customerlifecyclestage Registration Social Proof Live recs Live coupons Hesitant VIP Lapsed Personalise entire customer journey across all channels
- 24. Personalisation gives every visitor their own version of your website
- 25. Thank you Ready to learn more? Come have a chat pure360.com @pure360 marketing@pure360.com
Editor's Notes
- GDPR compliance PECR
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.
- It’s about understanding and react to behavioural signals in real-time - especially important when you are able to sense a close proximity to someone making a buying signal. Especially important at optimising conversion during the checkout process.
- And apply these at each stage of the customer journey
- The first - is optimising your signup forms. You may have already amended your email signup forms to be GDPR compliant, but did you also look to optimise them for conversions? You can’t just rely on the stagnant signups forms of the past - it’s time to get creative, get testing and optimise! Draw in their attention - Make it eye- catching, put it in line of site - above the fold to really boost views. Consider incentives: this doesn’t have to be monetary. At a basic level you can mention the benefits of signing up to get them excited about joining. Of course yes, you could offer a discount which can go towards encouraging the first purchase, but considering incentives like gated content with care or information guides - can also work really well. Keep it simple: the less information you ask for - the more data you’ll collect. Only ask for what you need, ie. their email - follow up for more info later Make sure you use all opportunities to host sign-up forms. Think about multiple palcements on Home page, in the checkout process, if there are any forms to fill in.