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