Clearing the Segmentation Hurdles
Effective, cost-efficient segmentation is the holy grail of email marketing
This Holiday season, a major retailer resolved to maximize revenues from the email channel by segmenting their customer base and sending more targeted emails.
To do this, they challenged agency partner Ogilvy to help them overcome two of the biggest hurdles most companies face when they decide to segment and target: what to do with the data, and how to keep creative costs reasonable while increasing the number of versions exponentially.
The Data Dilemma
Like most, this retailer does its best to understand its customers by collecting data on purchases as well as click and browse behavior online. The data isn’t perfect - no one’s data is - but it’s a solid foundation for a number of analytic models.
The retailer turned to Ogilvy to design an approach for analysis of customer data that would define holiday segmentation efforts. After a thorough look at the data, together an approach was agreed upon that fit the retailer’s strategic goals both for the email team and for the enterprise overall.
To read the complete article published by Gretchen Scheiman, please visit Ogilvy's Redirect blog