Benefits and Challenges of Database Segmentation

[mouakter11]

When we talk about lead generation, it is always necessary to keep in mind that behind every cold “lead” there is actually a person with his or her interests, peculiarities, and needs. Giving a face to the leads and learning to know the people we relate to means enhancing each contact, maximizing our business objectives.

Database Segmentation: Benefits and Challenges
Database segmentation means dividing and organizing our leads based on the data we have available.

This process is essential to ensure healthy business growth because it allows you to access accurate information about your user base and highlight areas for intervention and improvement. Even Harvard Business Review has covered the topic, in a study it told the case study of the Hill-Rom company: which increased revenue growth up to 11% for each sales force employee.

Knowing the database better allows us on one hand to make in-depth reasoning on the business value of our customers, on the other to evaluate the reactivity of users with respect to the stimuli sent. From here it is possible to understand how to communicate towards specific targets so that the relationship develops in a healthy and reciprocal way, laying the foundation for the construction of a path of trust and confidence also based on the sharing of content.

This process applies to existing customers as well as potential ones, towards whom we can activate analysis processes within the perimeter of the “personas” that allow us to apply similar communication models to other targets already present in the customer base, and therefore – potentially – more performing.

The Benefits of Database Segmentation in Brief
Get to know the people in your database better and evaluate the presence of different personas to target your communication towards
Define priority parameters with respect to customer/user management chinese student data both in terms of customer care and in terms of retention and communication activities
Understand the tastes, preferences and needs of the public and build personalized communications with respect to specific ROI objectives
Use lookalike strategies in the new acquisition phase , to involve an audience that is more aligned with the brand's values ​​and commercial proposition
Strengthen lead generation strategies even in the planning phase of advertising campaigns
The Challenges of Database Segmentation
Database segmentation is a fundamental activity that brings with it questions, doubts and critical issues.

In short:

CATEGORIZATION : define a segmentation functional to business and relationship needs
DATA DILEMMA : data is the basis of the analysis process. Not having an adequate quantity and quality (dirty data) limits the potential of segmentation
NURTURING : after the preliminary segmentation, the criticality of evaluating strategies to obtain new information on users arises
PRIVACY : the relationship must be healthy and compliant with the law. Where to start?