ANALYTICS:
Customer Segmentation Analysis

Customer Segmentation Analysis & Personalization Face New Challenges

Personalization has become a must-have for running effective advertising campaigns and ensuring an optimized customer journey. However, increased privacy restrictions and decline of third-party cookies has made it harder for analysts to gain the necessary insights to target audiences and customer types.
At Search Discovery, we help our clients combat increasing privacy restrictions by creating a custom framework leveraging all necessary first-, second-, and third-party data sources to optimize personalization efforts across all target audiences and increase ROI.

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What is Customer Segmentation Analysis?

Customer Segmentation Analysis is structured analysis of customer segments using a variety of analysis and data science techniques to gain consumer insights and activate targeted marketing and optimize onsite experiences.

Our Customer Segmentation Analysis Delivers these Benefits:

Opportunity to leverage current first-, second-, and third-party data sources

Develop Customer Data Profiles (CDP) or other “datasets” to reduce the dependence on third-party data

“Ingest” segment attributes into current data sources or leverage combined data source for analysis

Create Custom Segmentation Strategies and Value Realization Frameworks based on identified business objectives

Increase efficiency of reaching targeted audiences and capitalizing on marketing spend

Customer Segnmentation

Search Discovery’s Approach To Customer Segmentation Analysis

Our integrated, capacity building approach leverages our experts in analytics, digital marketing, and data science, data engineering, optimization, and privacy compliance to ensure you get the most complete data insights possible. Our multistep approach includes the following phases. 

Discovery Sessions

Conduct discovery sessions with stakeholders to understand the business/marketing strategies, platforms available, measurement framework, identify use cases, and understand business requirements.  

Develop a Learning Agenda

Create learning agendas based on what is identified from the stakeholder interviews, platform exploration, and existing measurement framework. 

Identify Requirements

Determine the necessary data sources, destinations and general requirements to activate the use cases for integration into a roadmap.

Segmentation Strategy

 Create and/or align on a segmentation strategy to identify and create audiences.

Value Realization Framework

Create a framework to measure the value realized from the learning agenda use cases and segmentation strategy audiences.

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