SEGMENTATIONCUSTOMER

1015 steps for your No. 1 Customer to buy more

EVERYONEYour website serves

.

CUSTOMERSare lost in the crowd.

But your best

BUYINGlike they want to.

So they aren’t

What’s the solution?

PERSONALIZATION

CUSTOMERSexactly what they want.

Give your best

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)

Where do you start?

CUSTOMER NO. 1

Let’s say your company is a luxury travel brand…

Ignore the long tail of customers(for now)

New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego

Customers by U.S. market

New York Los Angeles San Francisco Miami Boston Houston Chicago Seattle Charlotte San Diego

Customers by U.S. market

New York

No. 1 Geographic Segment

NEW YORK

Ignore the long tail again(and again)

New Yorkers’ Top Vacation Spots

Caribbean Europe South America Australia Africa OceaniaNew Yorkcustomer

New Yorkcustomer

Caribbean Europe South America Australia Africa OceaniaCaribbean

New Yorkers’ Top Vacation Spots

No. 1 Interest

CARIBBEAN

All-inclusive resort Cruises Private islands Windsurfing

Top Caribbean Trips

New Yorkcustomer

Caribbeanvacation

All-inclusive resort Cruises Private islands Windsurfing

Top Caribbean Trips

New Yorkcustomer

Caribbeanvacation

All-inclusive resorts

No. 1 Need

ALL-INCLUSIVES

Distill a customer story(from even more data)

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

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

No. 1 Customer data points

Male

$200k+ income

49 years old

Books trips on Mondays

New Yorkcustomer

Caribbeanvacation

All-inclusive resort

ISLANDthis weekend.”

the city stress on an“I need to escape

Customer’s story

Create your No. 1 Customer(with a nice name)

ISLANDthis weekend.”

the city stress on an“I need to escape

Meet John Tavenport

FOCUSon me for now.”

the faceless masses.“Don’t worry about

Serve John Tavenport

Best all-inclusives

NYC direct flights

Monday alerts

How can you help John?

Personalize for John (so he can buy)

EVERYONEYour website for

JOHNYour site for

Book this quick getaway

from NYC

using a website personalization service

CUSTOMERYour happy No. 1

(who forgot to pack beach clothes)

CUSTOMERsegment. And help them.

Now find your next

STORYShow the

DATAFORDECKS.COM

in your data