Micro Segmentation

Segment Lifecycle

YaData's approach applies an "outside-in" methodology by placing customer-segments firmly in the center of all marketing objectives. As marketers are not able to manage customers on a personal level, they should focus on behavioral micro-segments to achieve on-going business goals. Using an operational segmentation approach, and basing it on data and measured customer behavior patterns, marketers are able to continuously discover focused micro-segments that are relevant to a specific business goal. Depending on the goal, segmentation can be simple or complex, one-dimensional or multifaceted. Segmentation can be used for strategic, high-level decisions that impact the core business as well as to direct more tactical, discrete initiatives.

Micro-segments may overlap, reflecting the true multi-dimensional nature of customers and their changing habits. The continuous dynamic discovery and management of focused micro-segments allows marketers to understand and act upon changing market trends and gain rapid results for a real competitive differentiator. In order to act upon these changes, it is vital that marketers be able to routinely and autonomously launch the discovery process and manage the entire segment lifecycle, without relying on analysts and statisticians or consuming too many resources.

The segment lifecycle begins with discovering or defining the segment. Then, the segment is analyzed, monitored and studied. This is done through a centralized management console, which provides the marketing manager with all the tools needed to explore and follow-up on the segments. The user then decides on the marketing activities and communicates them to enablers such as campaign management and CRM. The final phase includes gathering market feedback, collecting and understanding the results of the marketing activities and refining the segment and activities accordingly.