Customer segmentation Báo cáo phân khúc khách hàng

Customer segmentation 101 A guide for brands VACATIONERS Contents Introduction 03 What is customer segmentation? 05 Why the need to segment your customers? 07 Segmentation in 2020 Ways to segment  11 13 Knowing your type: the pros and cons 14 Using your segmentation: then versus now 20 Phase 2: taking your segments further The tailored approach Connecting the dots Sector spotlight  Case study: segmentation in action Conclusion takeaways for brands Phase 1: the steps that matter 31 34 36 38 40 42 44 22 Finding the right data  23 Creating simple segments  25 with the platform globalwebindex.com 01 Customer segmentation 101 Introduction C U S T O M E R S E G M E N TAT I O N 101 What is customer segmentation? No two customers are the same We all act differently, think differently, and perceive things differently But once analyzed in the right way, certain patterns begin to take shape These patterns are what help businesses make decisions fit for the right audience Customer segmentation helps them get there globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 But as much an art as it is a science, there’s a lack of consensus around how best to approach it With so many different opinions and ideas floating around on what segmentation really means, and how to it, businesses are getting a headache In the past, large segmentation projects could But in today’s fast-moving consumer economy, these studies are rarely fit for purpose New solutions in the research space have come on the scene to reinvent the wheel, making customer segmentation a lot simpler, faster - and above all - a cost hundreds of thousands of dollars, involving a whole lot more effective multi-stage research approach using ethnography, Done right, segmentation is a key driver of qualitative and quantitative research commercial advantage and marketing efficiency This guide outlines how to avoid the headache and go about it in a way that works globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 What customer segmentation is: What customer segmentation is not: A crucial targeting exercise A one-off project It’s not always obvious which groups you should be Your consumers are constantly changing, and so is innovating for or targeting Making sure you’re focused the opportunity These should be constantly revised on the right target group of consumers is essential to and updated with fresh data to keep up with the direct your decision-making and spend effectively competition A first step for guiding strategy A complete strategy Every marketing strategy needs reliable data to shape Data-driven segmentations help to guide a complete its ideas and direction Using survey data offered up strategy, but they’re not a strategy in themselves by real consumers ensures you’re putting them first Your planning should be inspired by your before any investment is made, avoiding any research findings mistakes or mistargeting globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 Why the need to segment your customers? Whether starting broad, or diving down into the most complex segments you can think of, every business today should be investing in customer segmentation of some kind While you may question why this need exists, it only takes one look at today’s fast-moving, consumer-driven economy to get your answer globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 01 Consumers expect personalization 02 Consumers are becoming harder to reach 31% want brands to offer personalized products 48% have used ad-blockers in the past month 16% discover brands via personalized purchase 31% have used VPNs in the past month (which recommendations on websites make them impossible to track through analytics) 50% tend to opt for personalized loyalty rewards from brands 03 Effective online advertising is 24% would be most motivated to promote a a lot more complex brand online when something is relevant to their own interests 65% worry about how their personal data is being used by companies, up from 61% in 2015 62% are concerned about the internet eroding their personal privacy, up from 56% in 2015 globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 04 There’s more opportunity than ever 05 There’s more competition than ever Consumers today spend around hours 46 Online ads are predicted to account for over half minutes online each day, with this time being of a forecast $660bn global ad spend for the first equally split between mobiles and PCs/laptops time this year, according to WARC Data 98% go on social media each month, spending an average of hours 29 minutes per day on these channels globalwebindex.com C U S T O M E R S E G M E N TAT I O N 101 The big benefits for brands It improves your focus It gives you a competitive advantage It ensures your strategy is customer-first It helps you retain and attract the right customers It uncovers opportunities globalwebindex.com 10 C U S T O M E R S E G M E N TAT I O N 101 In a perfect world, you’d be able to gather enough detail from your segmentation to reach every individual with a completely bespoke, personalized campaign Although this isn’t possible (yet), there’s a way around many of the common challenges people face with segmentations globalwebindex.com 32 C U S T O M E R S E G M E N TAT I O N 101 Common challenges with segmentation 01 Creating a segmentation that’s high quality, actionable and cost-effective Custom research with GWI allows you to tackle these challenges head-on, using one methodology, one tool, and a tailored approach 02 Ensuring global and local nuances are taken into account 03 Integrating your segmentation across your entire business 04 Understanding how your segmentation is evolving over time 05 Future-proofing your segmentation as much as possible globalwebindex.com 33 C U S T O M E R S E G M E N TAT I O N 101 The tailored approach While the platform gives you the ability to build What our recontact methodology means: out fundamental segments for your business, to go deeper and get more specific to your niche audiences You can pre-target even hard-to-reach audiences or categories, custom data is what’s needed using tens of thousands of data points This is done through our recontact methodology You can synchronize your data sets, giving you This unique approach means we can recontact access to an unprecedented amount of data, an audience of your choosing from our panel which can be scrutinized under the lens of your representing over billion consumers, surveying target audience them with a bespoke questionnaire In short, we can ask almost any audience anything you need to know globalwebindex.com 34 C U S T O M E R S E G M E N TAT I O N 101 What can you with custom research? What you can with custom research You have questions on your audience you need Deep-dive into the views of a specific audience answers to If you can’t find them using our core identified in our core survey data, you can find them using custom research Finding the answers to these pertinent questions Map their purchase journeys and identify the allows you to delve further into your segments to lucrative touchpoints reveal hidden truths that will make a big difference to your targeting Track consumer trends most relevant to your brand in minute detail Measure the effectiveness of a product after it’s released into the market Understand how consumers currently value your brand and its services Understand your brand in its competitive context globalwebindex.com 35 C U S T O M E R S E G M E N TAT I O N 101 Connecting the dots: integrating your segmentation A common frustration with segmentations among brands is they’re often under-utilized The reasons for this largely come down to issues with delivery and implementation It can be hard to bring a category segmentation to life – you might know every last detail around how a consumer might use their loo paper, but this doesn’t The real value lies in connecting your data to go deeper into their attitudes, perceptions and interests, giving you a true view of who they are, and what drives them to act the way they With GWI, integration is a crucial part of the process in making segmentations work for a business exactly help you understand them as people globalwebindex.com 36 C U S T O M E R S E G M E N TAT I O N 101 Using custom research to go as deep as you need, this Watch videos on social media data is then combined with 40,000 more data points in the platform for the next phase of analysis This is where brands can create rich pen portraits to guide effective strategy and planning Here’s an example (next page) Interested in high street fashion globalwebindex.com 37 C U S T O M E R S E G M E N TAT I O N 101 Sector spotlight: CPG A CPG brand is looking to target shampoo buyers They decide to carry out a custom segmentation study with GWI, carefully selecting a segment of the Because the vast majority of consumers could be 18 million-wide panel to recontact with their bespoke considered within the target for CPG products, questions Once their study is complete, they can they need to consider carefully the universe to be access it on the platform, giving them another 40,000 segmented This is critical to get right, as it’s not easily data points to analyze their segment with changed at a later stage This gives them the chance to get answers on They’ve already got an existing segmentation they anything they haven’t asked in their custom survey, created using a wider study of usage and attitudes gathering both qualitative and quantitative insight within the narrow category of shampoo Now, they’re into the segment - around their attitudes, behaviors, looking to take their analysis further perceptions and more globalwebindex.com 38 C U S T O M E R S E G M E N TAT I O N 101 With this, they can create the most in-depth profiles of their segments possible, using these to guide strategy and decision-making across the business Crucially, with a subscription to the platform and new data added every quarter, they can continuously refresh their research, keeping on top of any changing behaviors, perceptions, and opportunities in the market globalwebindex.com 39 C U S T O M E R S E G M E N TAT I O N 101 Case study Segmentation in action Brand category: healthcare Objective: to increase penetration in the market globalwebindex.com 40 C U S T O M E R S E G M E N TAT I O N 101 A major, global foot health brand wanted to increase The questionnaire was short, but enough to identify penetration following the success of its new product essential category drivers, along with some specific in the European market The brand had analytics local media insights data that suggested evidence of multiple consumer personas engaging with its brand online The results were then combined with 40,000+ variables in our platform, giving the brand the ability Using the GWI platform, they could validate some of to create rich pen portraits These served as a crucial the key data points They then conducted a custom driving force for better messaging and a more study using our recontact methodology, analyzing rounded content strategy, offering detailed media eligible consumers in DACH countries Using our planning insights experience of segmentation in this space, we devised a questionnaire enabling us to create 3-4 target groups that would drive trial and frequency Through an iterative process, the various groups were defined – and then sized – according to their different needs and attitudes towards seeking foot pain solutions globalwebindex.com 41 05 Customer segmentation 101 Conclusion 42 C U S T O M E R S E G M E N TAT I O N 101 Segmentation is a crucial means of organizing consumers into groups to guide your decision-making These complexities open up wider opportunities for brands that are prepared to go the extra mile Today’s consumers are getting harder to reach as they spread their time across a growing breadth of media And with a unique set of characteristics, opinions, perceptions for each one, grouping the attributes that matter most to your business can be a daunting task But despite being harder to target effectively, consumers expect more tailored content, seamless purchase journeys, and a one-to-one relationship with their brands of choice An effective segmentation sets you up for success especially if your goal is to build a brand that meets today’s consumer requirements and connects on a deeper level globalwebindex.com 43 C U S T O M E R S E G M E N TAT I O N 101 takeaways for brands 01 Don’t mess with your data 03 Know your type Using a number of different sources and There are a lot of ways to segment your audience methodologies make it hard to get a clear The key lies in knowing what you want to achieve, and understanding of your audience, and be sure your selecting a segmentation type to fit insights are trustworthy Stick to one source 04 Start small 02 Know your methodology Don’t dive straight into a hefty project without doing When it comes to data quality, methodology is any analysis of your own Use the platform to get to everything Don’t just assume your provider is doing grips with your audience and market, then speak to it right, check for yourself by choosing a vendor with a the experts about getting more customized insight transparent, clear and robust methodology globalwebindex.com 44 C U S T O M E R S E G M E N TAT I O N 101 05 Connect your dots (data sources) The real value in segmentation with GWI lies in the integration By plugging in your custom research to the platform, your analysis offers endless potential In short, it’s important to give your research legs 06 Keep it fresh Don’t think of segmentation studies as a one-off thing Your target segments and the markets they live in are constantly changing, so it pays to keep your finger on the pulse globalwebindex.com 45 Get your targeting on point Get in touch for a personalized demo Book a demo ... 03 What is customer segmentation?  05 Why the need to segment your customers? 07 Segmentation in 2020 Ways to segment  11 13 Knowing your type: the pros and cons 14 Using your segmentation: ... the platform globalwebindex.com 01 Customer segmentation 101 Introduction C U S T O M E R S E G M E N TAT I O N 101 What is customer segmentation? No two customers are the same We all act differently,... ensures your strategy is customer- first It helps you retain and attract the right customers It uncovers opportunities globalwebindex.com 10 02 Customer segmentation 101 Segmentation in 2020 11