{"id":1689,"date":"2017-09-22T22:21:00","date_gmt":"2017-09-22T20:21:00","guid":{"rendered":"http:\/\/147.91.204.66\/wordpress\/why-segmentation-is-vital-to-your-marketing-success\/"},"modified":"2017-09-22T22:21:00","modified_gmt":"2017-09-22T20:21:00","slug":"why-segmentation-is-vital-to-your-marketing-success","status":"publish","type":"post","link":"http:\/\/147.91.204.66\/wordpress\/why-segmentation-is-vital-to-your-marketing-success\/","title":{"rendered":"Why Segmentation is Vital to Your Marketing Success"},"content":{"rendered":" <style>\r\n  .ui-tabs {display: table; }\r\n  .ui-tabs-nav {display: table;}\r\n \r\na.ui-tabs-anchor {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 15px; \r\n\tcolor: #B52700;\r\n        margin: 5px 20px;\r\n}\r\n\r\ndiv.ui-tabs-panel {\r\n\tfont-family: Tahoma;\r\n\tfont-size: 14px;\r\n\tfont-weight: normal;\r\n\tcolor: #B35B22;\r\n}\r\n\r\n  <\/style><p>Here is a article on Why Segmentation is Vital to Your Marketing Success.<\/p>\n<p>Be sure to read the entire note and view the main source<\/p>\n<p>When I say \u201csegmentation\u201d with regards to marketing, what comes to mind for you?<\/p>\n<p>Chances are, you immediately think of email segmentation. Segmenting your emails is crucial to improving your customer engagement and conversion rate.<\/p>\n<p>But although emails are the most widely talked about segmentation type, there are countless others. Unfortunately, it\u2019s a process that\u2019s little-used beyond the realm of email marketing. Let\u2019s take a closer look at the various marketing channels that can (and should) be segmented for better results and why segmenting as a whole is so important.<\/p>\n<h2>Email Segmentation \u2013 Where It All Began<\/h2>\n<p>Email is one of the oldest and most-used marketing methods, so it\u2019s understandable that companies have collected and analyzed a great deal of data regarding their subscribers. <\/p>\n<p>These days, segmenting your emails \u2014 by customer group, purchase history and other actions your subscribers did or did not take, is a no-brainer. A study by MailChimp and Marketing Charts even looked at the data to determine just how much of an impact list segmentation has:<\/p>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/effects-of-list-segementation.png\" class=\"alignnone size-full wp-image-34178\" \/><\/p>\n<p><em>Image Source<\/em><\/p>\n<p>From opens to clicks to abuse reports and unsubscribes, rates across the board were improved for segmented versus non-segmented. Of course, this should come as no surprise to seasoned marketers \u2014 still, having the numbers is better than pure guesswork.<\/p>\n<p><strong><em>But what about segmentation in other areas \u2014 beyond email?<\/em><\/strong><\/p>\n<p>Wouldn\u2019t it stand to reason that if you could also segment other parts of your marketing, you\u2019d get results that are just as solid? Let\u2019s take a closer look:<\/p>\n<h2>What to Look For With Segmentation<\/h2>\n<p>Just like with email list segmentation, segmenting your other marketing techniques should be rooted in the data you\u2019re collecting. Don\u2019t just skim over your analytics reports. Dig deeper and look at the big picture as well as the individual pieces. Chances are, there are some small but highly engaged groups that may stand out. Here are some common areas that may stand out:<\/p>\n<ul>\n<li><strong>Geography<\/strong> \u2013 You can use this demographic for multiple areas of your marketing. Are more users from a certain country converting at a higher percentage than others? Is the paid traffic from Indonesia converting? Segment your paid traffic and organic traffic to see which markets are outperforming and cut off funding to countries that don\u2019t convert.<\/li>\n<li><strong>Device type<\/strong> \u2013 Many marketers may be looking at their overall conversion rate without segmenting by device type. Do significantly more conversions happen on desktop than mobile? That may be a signal that your mobile site needs work.<\/li>\n<li><strong>Product category<\/strong> \u2013 E-commerce companies may want to dig through the data on their first-time purchasers. Is there a particular item that they like to order? If one stands out, you may want to use that in your paid marketing to see if those ads outperform others.<\/li>\n<li><strong>Signup type<\/strong> \u2013 SaaS companies frequently have a couple different ways to convert visitors to prospects \u2013 they either signup or request a demo. Build a funnel through the buyer journey \u2013 from first visit to paying \u2013 and see if you get more paying customers from either signups or purchases. If one significantly wins over the other, you may want to make that your only signup method.<\/li>\n<li><strong>Marketing channel<\/strong> \u2013 Think about all the different channels that are sending traffic your way. You have paid channel (and multiple channels within that \u2013 facebook ads, adwords, etc), organic search, referral traffic (backlinks), email, social, and more. Breakdown your site traffic and conversions by channel.<\/li>\n<\/ul>\n<p>By the way, you can do all of this in Kissmetrics. <\/p>\n<h2>What Else Can You Segment?<\/h2>\n<p>The real question is \u2014 what <em>can\u2019t<\/em> you segment? With the right analytics foundation, you can split test, monitor, track and analyze almost anything. Every attribute a person has \u2013 what city they\u2019re visiting from, what browser they\u2019re using, what time they visit, gender, etc can be segmented. The key, however is that you find the key segments that matter so you avoid analysis paralysis. <\/p>\n<p>Beyond email marketing, you can (and should) create segments for your funnels and even your revenue to see which groups are engaging with which test, how far along they are in the funnel and what they\u2019re buying.<\/p>\n<p>But when it comes to segmenting these other things, it\u2019s easier said than done, right?<\/p>\n<p>The good news is that Kissmetrics allows you to segment and analyze nearly any data you can collect. There are a few Kissmetrics reports that can help you with identifying the key segments in your business. <\/p>\n<h2>1. Funnel Report<\/h2>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2016\/11\/fall-promotion-landing-page-new-funnel-report.jpg\" class=\"alignnone size-full wp-image-32250\" \/><\/p>\n<p>The Funnel Report is used to identify the roadblocks that are preventing visitors from converting. Part of the power of the Funnel Report is the segmentation. In the image above, we\u2019re segmenting by the marketing channel the visitor came from. With this level of segmentation, we\u2019ll find the key groups of visitors that are dropping off, or performing well throughout the funnel. <\/p>\n<p>Each table below the funnel shows the actual segmentation. At a glance, you can easily monitor and judge performance based on your own segmentation criteria. <\/p>\n<h2>2. Cohort Report<\/h2>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2016\/02\/km-cohort-results-conversion-rate.png\" alt=\"\" class=\"alignnone size-full wp-image-30085\" \/><\/p>\n<p>The Cohort Report lets you see how user behavior changes over time. This is particularly helpful for seasonal businesses, but can still be used even if you don\u2019t focus much on seasonality. See how user behavior changes week after week \u2013 including purchases, signups and other criteria. This gives you at-a-glance insights into your next steps to ensure you target the right segments at the right time with the right offer.<\/p>\n<h2>3. Activity Report<\/h2>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/09\/trends-over-the-week-activity-report.jpg\" class=\"alignnone size-full wp-image-34154\" \/><\/p>\n<p>You can think of this as the \u201cSegmentation Report\u201d. You pick an event, and then segment it. Then drill down further to truly understand what\u2019s driving each action. <\/p>\n<h2>4. Populations<\/h2>\n<p><img src=\"https:\/\/blog.kissmetrics.com\/wp-content\/uploads\/2017\/05\/possible-churn-customers-kissmetrics-populations.png\" class=\"alignnone size-full wp-image-33374\" \/><\/p>\n<p><a target=\"_blank\" href=\"https:\/\/blog.kissmetrics.com\/segmentation-is-vital\/\">View original article here<\/a><\/p>\n<script type='text\/javascript'>\r\n jQuery(document).ready(function() {\r\n    jQuery( \"#tabs_1689\" ).tabs({\r\n    collapsible: true,\r\n    active: false\r\n        });\r\n\tjQuery( \".scroller_1689\" ).width(jQuery( \".scroller_1689\" ).width()+1);\r\n\t\r\n\t\r\n\t\r\n  });\r\n  \r\n  <\/script>\r\n  ","protected":false},"excerpt":{"rendered":"<p>Here is a article on Why Segmentation is Vital to Your Marketing Success. Be sure to read the entire note and view the main source When I say \u201csegmentation\u201d with regards to marketing, what comes to mind for you? Chances are, you immediately think of email segmentation. Segmenting your emails is crucial to improving your &hellip; <a href=\"http:\/\/147.91.204.66\/wordpress\/why-segmentation-is-vital-to-your-marketing-success\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Why Segmentation is Vital to Your Marketing Success<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Segmentation is Vital to Your Marketing Success - test<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/147.91.204.66\/wordpress\/why-segmentation-is-vital-to-your-marketing-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Segmentation is Vital to Your Marketing Success - test\" \/>\n<meta property=\"og:description\" content=\"Here is a article on Why Segmentation is Vital to Your Marketing Success. Be sure to read the entire note and view the main source When I say \u201csegmentation\u201d with regards to marketing, what comes to mind for you? Chances are, you immediately think of email segmentation. 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Be sure to read the entire note and view the main source When I say \u201csegmentation\u201d with regards to marketing, what comes to mind for you? Chances are, you immediately think of email segmentation. 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