¿Cómo encuentras los segmentos más rentables para tu negocio?

The term "segmentation" often invokes an image of division—a process of categorizing a large, unwieldy whole into smaller, manageable parts. In today's complex marketplace, segmentation is less about division and more about focus and optimization. It's not merely about cutting up your customer base into different groups; it's about understanding the nuanced behaviors, needs, and motivations of these groups. Segmentation isn't just an operational necessity—it's a strategic tool that can dictate the course of a business. Overlooking its importance is akin to leaving money on the table. The sharper your segmentation, the more aligned your product offerings and marketing strategies will be with your customer's desires.

If you don't plan any segmentation in your businness, you are in a wrong way. Listen to data, it talk to us to create different segments from our customers

Perform segmentation only if you: 📦 developing new products; 🎯 optimize acquisition; ❤️ retention growth; 🤲 improve customer service. The ultimate goal of segmentation should be defined before the analysis begins. Otherwise, it will be analysis for the sake of analysis ⛔️

So, it's all about knowing WHO you're targeting, and that changes the game. Demographics are cool, but let's dig deeper into the mindset of your audience - their psychographics. This will amp up your marketing strategy like never before. Get to know their desires, frustrations, and personalities. Put yourself in their shoes. Empathy is key. Ask yourself: Who do you want to impact? Who can you afford to miss out on? Get this sorted, and watch your marketing become way more effective!

Segmenting your customer base can be a strategic move to enhance your marketing efforts and business performance: - Improved Understanding of Customers: By dividing your customer base into smaller groups, you can gain a deeper understanding of their unique characteristics, preferences, and behaviors. - Personalization: Segmentation enables you to tailor your marketing messages and offers to specific customer segments. - Efficiency: Instead of using a one-size-fits-all approach, segmentation allows you to allocate your resources more efficiently. - Identifying Profitable Segments: Through segmentation, you can identify which customer segments are the most profitable for your business.

Your customers self-select--- driven not by the fairy tale personas that a corporate marketing team would design. You can group customer feedback by their reviews, surveys, and other data-- using AI tools to bucket. Then you're much more sophisticated that just demographics and simple interest targets. Get into the heart of who they are and the specific problem they are solving. When you use their language from their point of view-- you have a meaningful segment to align marketing campaigns.

Segmentation is a strategy used in business, marketing, and data analysis that involves dividing a broad target audience or market into smaller, more manageable groups based on shared characteristics. These groups can be based on a variety of factors such as demographics, psychographics, behavioral tendencies, or geographic location. The main goal of segmentation is to identify and target individuals who are most likely to become customers. Segmentation helps in optimizing marketing strategies and efforts by focusing on the specific needs and wants of different segments.

Segmentation divides customers into groups based on characteristics or behavior. Some segmentation machine learning algorithms are: - **Clustering algorithms**: Group customers based on similarity and difference. Examples: k-means, DBSCAN, etc. - **Decision trees**: Use a tree model to find important variables for customer behavior. Examples: ID3, C4.5, CART, etc. DBSCAN is an amazing algorithm, my personal favorite while doing cluster analysis as it's super-robust to outliers.

Uncovering your most profitable customer segments in digital marketing is akin to embarking on a treasure hunt. It starts with meticulous research and the creation of vivid buyer personas. You'll want to sort your audience into distinct groups based on their unique traits and behaviors.Don't forget to amass data, actively seek customer feedback, and glean insights from your competitors' strategies. The exciting part comes next—launching experimental marketing campaigns, each tailored to speak directly to a specific segment. Keep a vigilant eye on the outcomes, ready to pivot and adapt as needed. This ongoing journey of refinement and adaptability mirrors the meticulous process of polishing these treasures to maximize their shine and value!

Moreover the explain, i think about RFM in our businness. It gives me powefull data to create our definetly segments. If you don't have any idea about RFM qatar airways is a useful case study.

Segmenting customers isn't just a matter of separating apples from oranges; it's more of distinguishing between Fuji and Honeycrisp apples based on taste, texture, and looks. Kickstart the process by collecting varied data—not just age and location, but also behavioral metrics like purchase history and even customer sentiment gathered from social media. 📊 The secret sauce? Multi-dimensional analysis. Combine multiple factors like purchasing habits and customer engagement to identify unique segments. 🧠 Also, pay attention to time-based factors like seasonal trends and customer lifecycle stages. Segmentation isn't a one-time effort; it’s an evolving art that requires periodic refinement through A/B tests and customer feedback. 🔄

Your clients can be divided based on the target market you want to reach or address with a particular product or service. For segmentation, factors including reach, demography, and purchasing power should be taken into account. Simply defined, you need to target a certain market segment with a specific product, and the market segment with greater purchasing power seeks out greater value for their money than the general public or the general wealthy.

The key to successful segmentation lies in the quality and diversity of the data you have at your disposal. A mix of third- and first-party data is very important for the success. Be aware of possible bias in the data, especially if the collection of data was done by an internal team. The variety of tools and methods available for segmentation, such as surveys, interviews, focus groups, customer feedback, web analytics, CRM data, and machine learning algorithms, provides flexibility in crafting segmentation strategies that suit your specific business needs.

Really depends on whether it's B2B or B2C. For B2C, where the volume is usually higher, focus on need-based criteria. Prioritise digital marketing channels so that the cost of acquisition and retention is minimal. For B2B, for lower volume, makes sense to segment it geographically and by revenue potential. Then target them with localized teams.

The "best" way to segment a market depends largely on the nature of your business, the market environment, the preferences of your target audience, and the resources available to you. Utilize market research, surveys, etc. to collect data and evaluate the best segments for your target analysis. Create personas of your ideal customer in each segment. Machine Learning and AI are effective tools for advanced data analysis. GIS Technology can be used to provide in-depth geographic insights. Finally, a pilot test of your segmentation strategy on a smaller scale before a full-scale rollout can be a prudent approach to refine and optimize your strategy. It is a complex task and evolves over time with iterative feedback and continuous learning.

Collect. Integrate. Analyse. Collect data from various sources such as website forms, analytics tools, ad platforms, social media, etc. Integrate data to have a single source of truth preferably in a CRM or a CDP. Analyse data by comparing dimensions across key business metrics.

Short story: Full-Lifecycle. Splitting up your funnel across each stage of value for your business is SO important. Start with something simple like "sent a cold email", then track customer until the've driven value to your business (i.e. "became a customer", "drove a sale", "completed a booking"). This especially crucial for marketplace businesses. Even something crude like a "email to customer conversion rate" will help you understand the value of your time, of which nothing is more valuable. Moreover, TRACK COHORTS. Group your customers into trackable cohorts (ie by marketing campaign, date of sign up, etc). This will help you understand how you should prioritize what time you have, even more so, where you should be investing capital.

My opinion is we could add ROI for different segments. In a lanscape view we will see a map that give us segment credibility and power. Then in summary we have many items for measure profitability.

To measure the profitability of each market segment, first segregate the revenue and costs associated with each segment. Next, calculate the gross and net profit margins for each segment using the formulas: Gross Margin = ((Total Revenue - COGS)/Total Revenue)*100 Net Profit Margin = ((Total Revenue - Total Expenses)/Total Revenue)*100 Also, consider calculating the Customer Lifetime Value (CLV) to gauge long-term profitability. Evaluate the segments qualitatively for brand value and customer satisfaction. Continuously monitor and adjust strategies based on the profitability metrics and qualitative factors to focus efforts on the most profitable segments.

So, you've segmented your customers. Great! But how do you determine which segments are gold mines and which are bottomless pits? While it’s easy to lean on popular metrics like CLV, CAC, CRR, and CPR, let's dig deeper. Your profitability analysis should be as multi-dimensional as your customer segments. Integrate traditional metrics with lesser known factors like (CTS, CNV) to get a well-rounded view. Use historical data and predictive models to determine these metrics. It's not enough to know how profitable a customer segment is; you need to understand why. By taking a comprehensive approach to measuring profitability, you're not just crunching numbers; you're building the foundations for sustainable growth.

To arrive at gross rates, one can pre-load the margins onto the net rates. The product should be priced competitively in order to meet expectations for all parties involved, including the client, distributors, and manufacturer.

One aspect is quantitative assessment to measure profitability by using the above mentioned metrics as CLV, CAC, CRR and CPR. But in today's scenario where there is a cut throat completion by offering a lot of freebies and cashback retaining your most valued customers is a tough ask. Here comes a qualitative parameter called CUSTOMER EXPERIENCE MANAGEMENT. Customer experiences with the brand at every interaction and touch point becomes the key driver of all the above mentioned quantitative parameters. Another question comes how to measure the CEM. Some of the ways to track CEM are the feedback , referral purchases , reviews and ratings. But organisations today are trying new innovative ways to drive and track the CEM.

While traditionally profitability is looked at through a financial lens i.e. cost, revenue, and lifetime value. It really makes sense to understand that NPS and overall customer sentiment can make or break the financial metrics. e.x. Positive NPS can really spread word of mouth and thus profitability and vice versa. Thus a blend of financial and non-financial metrics should be used to define profitability.

💎 Speaking of RFM segmentation, there is no need to make 5x5x5=125 segments. In our practice, most of the intermediate segments are not important. 9 segments are sufficient: - New customers (recently purchased) - New customers, close to leaving (purchased several time ago) - Lost new customers - Almost loyal (recently purchased) - Almost loyal, close to leaving (purchased several time ago) - Lost almost loyal - Champions (recently purchased) - Champions, close to leaving (purchased several time ago) - Lost champions This is the optimal number of segments to build a point work on them. You don't have to overcomplicate it. Simplify!

I'm a big fan of RFM model. It works in many businness and indusries. In continue it is important what we do with our segments, how will be our behaviour for retention and increase ARPU. there are many crms and platform for monitor this steps

Measuring profitability lays the groundwork, but what next? Traditional frameworks like the Pareto Principle or BCG Matrix offer some guidance, but let's deviate a bit. Instead of solely focusing on numerical metrics like RFM value, think about segment 'personality' What makes a segment uniquely valuable? Is it its contribution to brand equity, its alignment with your CSR goals, or perhaps its strategic importance in entering a new market? Prioritisation isn't just ticking boxes. It's about aligning segments with both tangible and intangible organizational goals. You're not just allocating resources; you're investing in future brand ambassadors. Your segments are as complex as human beings; treat them as such to unlock their full value 🎯

To prioritize segments, assess each based on potential revenue, profitability, and alignment with your business goals. Consider the size of the segment, growth potential, and the competitive landscape. Calculate key financial metrics such as net profit margin and customer lifetime value to understand the segments' economic viability. Additionally, factor in qualitative aspects like brand fit and strategic importance. Use a scoring system to rank segments based on the gathered data, which helps in objectively identifying the segments that should be prioritized. Continually review the performance of each segment and adjust your strategy accordingly to ensure sustained profitability and growth.

In segment targeting, there are two very important point: Right message to the right people. If we don't know our segment, its impossible to generate true message and it is a friction in convertion way.

Targeting Segments: Crafting a Tailored Symphony 🎵 While the 4 Ps-product, price, place, and promotion—are the orchestra's instruments, your customer segments are the melodies they can produce. The one-size-fits-all approach is like playing the same note over & over—monotonous & forgettable. Customisation is key, but let’s venture beyond the cliché Consider narrative-driven targeting. Rather than merely adjusting price or features, make each segment the hero of a story. Use this narrative to guide your marketing mix. If a segment values sustainability, don't just sell a 'green product', create a story of their role in conservation and weave it into pricing, distribution, and promotion. This story-centric approach could be a game-changer

"With great power, comes great responsibility" - is not just advice for superheros. This also applies to marketers as they make plans to target their segments. One key area not to overlook when planning targeting strategies is data privacy and compliance. Has the appropriate consent been collected in order to leverage this data for targeting? Is there a way for consumers to opt out of their data usage? etc. are all questions to ask before moving head with a new targeting approach and if you are leveraging data from third-party partners it is important to ensure that they have taken the right steps to ensure privacy compliance on their end.

To target your segments effectively, first create personas representing each segment, outlining their unique characteristics and preferences. Develop tailored marketing strategies for each segment, leveraging appropriate channels to reach them; for instance, using social media for younger audiences and email campaigns for B2B clients. Create personalized messages highlighting the value your product or service brings to that specific segment. Utilize retargeting strategies to remain top of mind for potential customers. Always measure the performance of your campaigns, and be prepared to pivot based on the results to optimize ROI. The key is to be data-driven while keeping a close eye on changing market dynamics.

I want to say something. Never forget this points: -Have an imagine of your cistomers persona -always listen to A/B test result -let data talks about our status !

In my experience, after calculating the current value, I recommend dividing the customer to profit groups. then to attach several parameters which impact the profit e.g, #products, tenure, usage, calls to the call enter… On the next step, deploy cluster analysis to characterize each profit group. This should help you locate the spots that impact the loss and to take actions to minimize them. Few examples I have allocated: 📍New customers generated more calls due to bad sales process. 📍Tenure customers had a pricing offer which was not relevant the current costs. 📍Customer segment who generated many calls to the call centers. 📍Customers with devices who had a technical issue, generated frequent calls to support…

Often when brands look into their segments they don't have a great understanding. You see that lapsed segment. Are they lapsed or just have a much longer buying cycle? Maybe they are peak buyers, only buy for others or bought into a product that only needs replacing every 1-2 years. It's too easy to look at the standard segments and think all users must fit into them. Brands need to really understand their buyer behaviour, especially the ligher buyers. They might find something very unexpected.

In my experience, starting with segmentation is crucial for any strategy. Neglecting to understand your customers is a fundamental mistake in developing a business model. However, it's essential to consider multiple variables; focusing solely on "sales" could cause you to overlook niche opportunities within your target market. Moreover, seeking third-party support can significantly enhance results by mitigating biases that may arise when relying solely on your in-house team.

Analyze past sales and marketing data to gauge segment profitability. Conduct market research to size and qualify opportunities in newer segments. Test demand with minimal viable products and promotions. Monitor uptake, revenue, and customer metrics to double down on standout micro-segments.