Many marketmind customers face a dilemma: mass marketing or individual customer approach? Of course, they would like to reach a broad spectrum of consumers, yet at the same time tailor their communication to each individual customer using one-to-one marketing.

Smart Segmentation offers the best of both worlds. It is state-of-the-art targeting.

Never before have we had so much information about our customers as we do today. Every transaction is stored in our DWHs and every interaction is recorded. The mountain of data just keeps on growing.

Most of the time, only a very small proportion of this data is used for individual customer approaches – just think of retargeting. Just a wisp of information here and there.

On top of that, we need more than just the information available in order to understand our customers.

Customer behaviour is not enough to make our communication truly relevant. We also need to understand the motives and barriers underlying that behaviour, as well as the customer's wants and needs in order to make a targeted approach.

That means that we need to combine an inside and an outside view to work out not only WHAT our customers are doing but WHY they are doing it. We combine these areas by creating segments which work in both spheres.

Step 1 is always market segmentation. This way, we are able to consider the environment and competition along the way and, later, evaluate how well we are performing in each segment. Segments are always custom-made. Different criteria for defining the groups may be used to suit different industries, companies and goals.

Step 2 involves surveying our own customers and assigning them to a market segment. That gives us both datasets for these customers – inside and outside – and we can use them as blueprints for predictive modelling in step 3 in order to assign all other customers in the DWH to a segment.

Taking customer centricity seriously means we need a holistic understanding of our customers.

So what do you gain from Smart Segmentation? Try "+147% click rate using online banners designed specifically for the segment" and "tripling of market share."

Three of these success stories has been presented in the “Best of Smart Data Segmentation” panel of the 2018 Schweizer Markenkongress (Swiss Trademark Conference), showing how our customers have become more successful by modernising their targeting strategies.

If you were unable to attend, we would be happy to talk to you in private about the applications of Smart Segmentation for our customers. Please contact our segmentation experts Daniel Winzer, Barbara Khayat, Birgit Fasching, Stefan Schiel and Christian Bosch.

Swisscard AECS Schweizer Markenkongress 2018	Hutchison 3 Schweizer Markenkongress 2018	Basellandschaftliche Kantonalbank Schweizer Markenkongress 2018