Data for Decks Customer Segmentation 101
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Transcript of Data for Decks Customer Segmentation 101
![Page 1: Data for Decks Customer Segmentation 101](https://reader034.fdocuments.net/reader034/viewer/2022051617/55a50ed91a28abc1588b493f/html5/thumbnails/1.jpg)
SEGMENTATIONCUSTOMER
1015 steps for your No. 1 Customer to buy more
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EVERYONEYour website serves
.
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CUSTOMERSare lost in the crowd.
But your best
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BUYINGlike they want to.
So they aren’t
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What’s the solution?
PERSONALIZATION
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CUSTOMERSexactly what they want.
Give your best
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0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
Ecommerce industry average Personalized websites
Conversion rate
6.4%
2.8%
Source: Monetate Ecommerce Quarterly Report (Q4 2014)
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Where do you start?
CUSTOMER NO. 1
Let’s say your company is a luxury travel brand…
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Ignore the long tail of customers(for now)
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New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego
Customers by U.S. market
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New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego
Customers by U.S. market
New York
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No. 1 Geographic Segment
NEW YORK
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Ignore the long tail again(and again)
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New Yorkers’ Top Vacation Spots
Caribbean Europe South America Australia Africa OceaniaNew Yorkcustomer
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New Yorkcustomer
Caribbean Europe South America Australia Africa OceaniaCaribbean
New Yorkers’ Top Vacation Spots
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No. 1 Interest
CARIBBEAN
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All-inclusive resort Cruises Private islands Windsurfing
Top Caribbean Trips
New Yorkcustomer
Caribbeanvacation
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All-inclusive resort Cruises Private islands Windsurfing
Top Caribbean Trips
New Yorkcustomer
Caribbeanvacation
All-inclusive resorts
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No. 1 Need
ALL-INCLUSIVES
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Distill a customer story(from even more data)
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Customer demographics
Female44%
Male56%
Gender
65+
55-64
45-54
35-44
25-34
Age
$50-100k $100-$150k $150-200k $200k+
Income
Sun Mon Tues Wed Thurs Fri Sat
Purchases
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No. 1 Customer demographics
Female44%
Male56%
Gender
65+
55-64
45-54
35-44
25-34
Age
$50-100k $100-$150k $150-200k $200k+
Income
Sun Mon Tues Wed Thurs Fri Sat
Purchases
45-54
$200k+ Mon
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No. 1 Customer data points
Male
$200k+ income
49 years old
Books trips on Mondays
New Yorkcustomer
Caribbeanvacation
All-inclusive resort
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ISLANDthis weekend.”
the city stress on an“I need to escape
Customer’s story
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Create your No. 1 Customer(with a nice name)
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ISLANDthis weekend.”
the city stress on an“I need to escape
Meet John Tavenport
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FOCUSon me for now.”
the faceless masses.“Don’t worry about
Serve John Tavenport
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Best all-inclusives
NYC direct flights
Monday alerts
How can you help John?
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Personalize for John (so he can buy)
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EVERYONEYour website for
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JOHNYour site for
Book this quick getaway
from NYC
using a website personalization service
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CUSTOMERYour happy No. 1
(who forgot to pack beach clothes)
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CUSTOMERsegment. And help them.
Now find your next
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STORYShow the
DATAFORDECKS.COM
in your data