Martechify Session Preview: Best Practices for Segmentation and Data Strategy

By Ascend Marketing

April 12, 2021 | NEWS

Data has become a crucial component in every organization’s marketing strategy. It is especially useful when devising marketing strategies, as well as developing audience segmentations. Resulting in a significant change in how organizations are relying on their collected data to learn about their audiences.

The next Martechify virtual forum on May 6th, “Advancing Ad Tech: Best Practices for Segmentation and Data Strategy,” will look at digital advertising technology and the best utilization of data for audience segmentation.

Today, data drives almost every decision an organization makes. Focusing on the data available to your organization allows for optimization of your marketing processes and strategies to cater to the ever-changing demands of audiences. By completely understanding the complete picture of your customers – the who, what, where, when and why – your organization will be able to make better decisions on how to cater to specific audience segments.

More than ever, it is vital to understand the role data plays and drives decision within your organization. It is also key to stay up to date on the latest trends and best practices regarding data to make sure you are operating efficiently and effectively. The next Martechify session will cover:

Why should companies care?

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.

Session Recap: The Role of MarTech in Post-COVID Recovery

Our latest Martechify session explored how organizations have shifted their marketing strategies to better leverage martech tools throughout the COVID-19 crisis, as well as how industries are strategizing for post-COVID recovery. Martech leaders – Holly Moreland, Director of Customer Engagement Platforms and Martech at Hilton, and Brandy Butler, National Director of Marketing at Jason’s Deli – shared how their organizations pivoted to meet customers’ demands during the COVID-19 pandemic.

We created Martechify to be a growing and ongoing forum series with content that evolves and builds to bring additional value upon repeat attendance. Now that you’re all caught up, we’d love for you to join the conversation.

Join us at the next virtual forum on Thursday, May 6th from 8:30 to 10 a.m. CT:


Ascend Marketing CEO, Rich Herbst, was named 2019 Entrepreneur of Excellence in the Media/Communications/PR category by Fort Worth Inc. Magazine at their awards dinner on May 9 in Fort Worth.

Ascend Marketing won the 2019 AMA DFW Marketer of the Year award in the B2C Social Media category.

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