Martechify Session Preview: Best Practices for Segmentation and Data Strategy

A new emphasis has been placed on organizations to ensure they are collecting as much data about their customers as possible, but the challenge begins when deciding what to do with it. It is easy to get overwhelmed with the sheer amount you can collect about a consumer, but to make it usable you need to apply proper audience data segmentation techniques. In 2020, HubSpot reported that almost 30% of marketers surveyed practiced audience segmentation strategies to enhance their email engagement. Implementing audience segmentation strategies provides strategic benefits to organizations, such as lead generation, improvement in customer engagement and brand loyalty, optimization of resource management, and an overall data-driven customer segmentation strategy.

Regardless of all the benefits of data segmentation, there are challenges presented such as utilizing your data to collect the right insights about your customers and having enough valuable and actionable data available. Some ways to overcome these challenges include enriching your data to qualify your audience, identifying the right segmentation criteria, segmenting data in real time, and prioritizing your segments based on their values. We will be covering these trends and challenges, as well as discussing solutions in our next virtual forum.

Join us on May 6th at 8:30–10 a.m. CT, for a conversation with industry leaders on best practices and use cases for segmentation and data strategy within digital advertising technology.