Mark Lindsay, Director Strategic Clients and Consulting at Experian Marketing Services, shows the three rules of segmentation.

1. #talentbites

2. #talentbites
Segmentation Rules
Mark Lindsay
@mlindsayuk
Director Strategic Clients and Consulting
Experian Marketing Services

3. #talentbites
Intelligence and Personalisation
Right Message
Right Audience Right Time
Great Experience
Great Results
Right
Message
Right
Audience
Right
Time

4. #talentbites
How to engage
our target
audience?

5. #talentbites
View more at
talentbites.com
Be relevant…
… not scary

6. #talentbites
View more at
talentbites.com
Segments help

7. #talentbites
3 Segmentation Rules
For Success
 Define clear objectives
 Think Digital
 Make it actionable
123

8. #talentbites
Clarity of purpose
1
Type Example Typical Usage
Demographic Mosaic , FSS , Lifestage
External view / Profiling / Planning
/ Links to Media & Research /
Targeting
Attitudinal
Core Values, needs and
aspirations plus market
behaviours from research
Strategy planning / New
opportunities / Above the Line –
little use for targeting can’t be
identified
Bespoke Classifications
Reclassification of
demographics based on
attitudes / behaviours
Hybrid approach using attitudinal
and/or behavioural data to
reclassify demographic
information
State
Enquirer, New, On-
boarding, Single, Multi,
Lapsed
Used to support different
messaging and track trends over
time
Behavioural
RFM, Product purchase,
Current vs. Potential Value
More in-depth insight of
behavioural groupings e.g.
multiple churn / offer hunters or
value metrics
Engagement
Email / Web / App
engagement groups
Identify those that can be
influenced as they are active in
own channels – to drive comms
strategy
customermarket
dynamicstable

9. #talentbites
2
Think Digital

10. #talentbites
Actionable Insight
3
Offline, Email
and CRM Data
Direct
advertising
Programmatic
advertising
Search
advertising
UX and content
customisation
Analytics and
insights @

11. #talentbites

12. #talentbites
View more at
talentbites.com