Lesson 5: Understanding Behavioral Marketing and Customer Segmentation Flashcards
What’s the definition of behavioral marketing?
method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using web analytics, cookies, search history, and other insights.
What’s the definition of customer segmentation?
the process of separating your contacts into smaller groups of similar profiles. Customer segmentation is an important component to effective behavioral marketing because it allows you to personalize your customers’ experiences.
How should an inbound marketer approach multichannel marketing?
Ensure your brand are in the right places at the right time with your targeted audience.
What are the components to defining the interactions you want to track?
analyzing the available data. Audit your data and collection process. What are you tracking and why? What are you not tracking and why?
What should you notice regarding specific behaviors when analyzing how people are
behaving on your website?
Visitor traffic (high/low pages); Analyze heat map to see where ppl are spending the most time: look at spikes/dips. Scroll activity. Spending significant time on the site w/o converting
What’s the difference between implicit and explicit segmentation?
Implicit is based on characteristics implied by your contacts’ behaviors. Explicit is based on clear characteristics provided by your contacts or conversions.
How do implicit and explicit segmentation work together?
Implicit provides an outline and allows you to get to know you’re interacting with. It provides data that explicit segmentation can then personalize on tactile data.
How can you nurture based on segmentation?
segmentation identifies where your customers are in the buyer’s journey, and assists your customers in taking the appropriate next step in their individual customer journey.
