Creating alignment between data and marketing professional may well be the key to unlocking the secret of successful data segmentation within businesses.
“As a starting point for success, data people need to get better at educating marketers and our businesses about what we do, what are models do and how they work,”
says Paul Dixon, Segmentation and Customer Data Manager at TruEnergy
Data segmentation is becoming increasingly important because if you do it right it allows you to communicate relevant and targeted messages to each segment identified. “It is the first step in trying to understand your customers,” Dixon notes. In a perfect world, segmentation will give you an insight into how your customers think, how they do things and how they might respond to your marketing or your product.
“These days, people are getting more strategic around their segmentation and I believe it’s a reflection of segmentation and that it’s becoming more accepted and in demand,” Dixon says. Even though getting segmentation right might seem like the magic answer to understanding your customers, it is only the beginning of the journey. He says, “data people tend to forget that marketing is an art form in itself [and that] we need to get much better at working with marketers as well as trying to understand what they are aiming to achieve in the long run, it’s a two way street.”
In order to be successful at data segmentation, marketers and data professionals not only have to work in synergy but they also need to work towards a common goal. “You need to have a clear view on what you are trying to achieve from the get go. The clearer you can be on what you are trying to achieve, the better model and the better project you’ll create. If you have a strong end point its going to serve you well in the long run,” Dixon advices.
To hear Paul Dixon present “Exploring Data Segmentation” and provide you with solid advice on how to segment more efficiently, register for our popular Data Day event in Brisbane on the 10th of May, Sydney on the 15th of May or Melbourne on the 17th. For more information and to register click here