Getting Started

An overview of segments, use cases and types.

Overview

Let’s say, ABC Bank launches a new platinum credit card.

They want to target the existing users using the below criteria to ensure maximum conversion since users with a high credit score are more likely to upgrade to a platinum credit card, so you should target them specifically.

• People who own a credit card

• Have spent an amount of 20,000 in the past month (considering all the possible modes- UPI, credit/debit card, digital payment apps, etc.)

To target users via any marketing channel, a marketer must obtain information about these users from their data team and then proceed to target them and track their conversions. Often, the data is siloed and unorganized, so the users who meet the conditions will not be automatically targeted. The marketer has to retrieve the data manually each time to target new users. Due to the back and forth between the marketer and the data team, there are a lot of delays that subsequently lead to errors. You can easily automate this by creating a rich segmentation audience using the Lemnisk Marketing Automation platform.

Why do marketers need user Segments?

• Segmentation enables you to categorize users who interact with your business based on their behaviour and interests, acquired from various channels, in order to engage and drive conversions.

• Target your segment via omnichannel marketing and automated journeys.

• View reports for each segment to identify key segments resulting in higher conversions.

To distinguish the audience based on the various characteristics, you can have different parameters to divide the audience:

• Geographic: To target customers based on geography by city, region, country, population density, postal code, or any such geographical factor.

• Demographic: Divides the market with variables like age, gender, family size, income, ethnicity, profession, education, religion, and all the statistical attributes.

• Psychographic: Focuses on intrinsic features of targeted clients as personality, lifestyle, beliefs, goals, values, and habits.

• Behavioral: Aimed to focus on the decision-making and buying activities of consumers, conspiring benefit sought (do they look for quality, price, schemes, etc.), usage rate (how frequently do they use the feature- low, medium, heavy user), user status (first-time user, non-user, ex-user, the current user), loyalty status (none-medium-strong).