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Segmentation
Spotlight Series

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Segmentation Spotlight Series

Mastering the art of personalised
customer experiences!

Creating a customer segmentation is not a one-size-fits-all scenario. Whilst the concept remains the same, the secret to a successful segmentation is creating one that is aligned to your business objectives, one that is intuitive to your teams, and one that can be actioned across everything from marketing to product and service development.

In this video interview series, we dive into the detail of creating, enhancing, and activating customer segmentations to help you get it right for you! Our host, Brie Edwards-Adams, Managing Consultant at CACI is joined by a number of experts in Marketing, Data and Analytics roles as they sit down and discuss their own segmentation journey.

In this video interview series, we'll be covering:

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Who you should involve when kicking off your segmentation project
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What objectives, KPIs and measures you should consider prior to creating your segmentation
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How to effectively bridge an attitudinal segmentation to your customer database to make it actionable
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How your segmentation can feed everything from setting growth strategies to reporting back on performance

Here are the episodes:

Episode One: Mastering Segmentation: Your quick win tool for personalisation

With Sophie Williams, Senior Insight Consultant, CACI

Kicking off the series, Sophie shares everything you need to know about Segmentations! Whether you’re at the start of your journey and unsure of what the right type of segmentation is for your business objectives, or you have a segmentation, but you think it may be time to refresh it, Sophie will break it all down & share her top tips and insights learnt during her time building segmentations for leading brands.

Sophie

Episode Two: Tailoring the job hunt for Reed Online users: Driving personalisation through a deeper understanding of audience motivations

With Sheyi Opemuyi, Head of Analytics and BI, Reed Online

Sheyi explores how they’re using customer segments to tailor the job hunt for their users. He discusses how they have made the journey from generic, blanket touchpoints with their customers, to seven enriched customer profiles – and how they are now able to understand the motivations of candidates and attract them to specific job types. Plus, how their communication journey is driving early wins through their marketing channels.

Sheyi

Episode Three: Creating memorable experiences for theatre fans: How LW Theatres are personalising every act of the theatre experience for every customer

With Fiona Soden, Head of Marketing, LW Theatres

Fiona talks through how they approached and activated their segmentation, plus their upcoming plans to adopt a customer data platform to enhance their segmentation even further. She explores how LW Theatres had a high-level and transactional view of their customers but wanted to get deeper insight on theatregoers, in order to better tailor their messaging and increase their ticket and hospitality sales. Embarking on a segmentation project, which resulted in six detailed customer personas, the team are now able to engage with their consumers at a much more personalised level.

Fiona

 

Access the video series