A static segmentation is a snapshot that captures a customer’s attributes at a certain point in time. This quickly becomes outdated.

Our dynamic segmentation allows you to create more tailored, personalised communications.
We can track your customers’ changing behaviours that reveal different preferences and purchasing habits.

Challenge

Offering your customers the sense you truly understand their evolving needs, based on their actual desires and needs to increase customer spend.

Solution

We built a behavioural segmentation based on many variables:

Socio-demographic data

  • Age
  • Gender
  • Geographic location
  • Income range
  • Brand preferences

Dynamic behavioural data

  • Transactional data
  • Purchasing habits
  • Marketing content engagement

Impact summary

  • Up to 48% of customers from a static self-declared segment were interested in products belonging to other segments
  • Increase on email open rate of 6.7% and click rate of 7.5%
  • Through experimentation and various marketing interventions, we can continuously track and refresh your offering according to how your customers’ needs and behaviours are dynamically shifting

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