Marketing to digitally connected consumers mandates the ability to understand and segment your audience based on a number of influential, actionable and behavioral attributes. To help you get started, we’ve mapped out the defining characteristics of 6 key audience segments, and the data points you need to effectively identify and reach top performing consumer personas in ways.
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SIX TEMPLATES Brought to you by TO HELP YOU IDENTIFY AND
ACTIVATE TODAYS KEY CONSUMER SEGMENTS
GIGYA.COM | SEGMENTING MODERN CONSUMERS In the 1950s, leading
brands began to bucket their audiences based on demographic
insights collected via publicly available sources like surveys and
census data. Basic personas like moms and teens were developed
using information like age, gender and household income in attempt
to reach consumers with more relevant and timely marketing. Today,
as modern consumers share real-time insight into their
relationships, hobbies and interests across social and mobile
channels, they are defying consumer stereotypes and demanding
personalized experiences. In todays big data landscape, audience
segmentation requires a totally new set of tools, technology and
strategies. 2
GIGYA.COM | 3 3 KEYS TO SEGMENTATION Marketing to connected
consumers requires a lot more information than age and gender.
Leading brands are developing strategies to understand and segment
their audiences based on a number of influential, actionable and
behavioral attributes. To do this successfully, your business will
need to leverage the 3 As of Audience Segmentation: 1. Access to
Consumer Identity 2. Aggregate Cross-channel Data 3. Actionable
Insights
GIGYA.COM | After the demographic-restricted days of the 1950s
and before consumers sent over 100K tweets per minute (Domo),
brands often relied on mass third-party data to fill in the gaps
and more effectively reach their audience at large. But with the
rise of big data, theres hardly need for modern marketers to make
educated assumptions about customers. Today, innovative brands are
placing increasing emphasis on collecting and analyzing their own
first-party login data to gain a more current, accurate and
identity-centric view of consumers. 4 ACCESS TO CONSUMER IDENTITY
By giving users the option to login using their existing social
identities, brands can gain permission-based access to the insights
housed in their social profiles, including their locations,
relationships, hobbies, media preferences and more.
GIGYA.COM | 5 AGGREGATE CROSS-CHANNEL DATA Most 3rd party data
collection techniques, like cookies, track consumers as they move
across the Internet on a given device - an obsolete strategy in a
world where 67% of online shoppers admit to having recently made a
purchase involving multiple channels (Zendesk). To truly understand
consumers, businesses must ditch siloed data management in favor of
a centralized database that offers a single view of identity and
activity across channels. This database must be able to handle
traditional data like name and email address, as well as the surge
of unstructured data, such as interests and media preferences.
GIGYA.COM | 6 ACTIONABLE INSIGHTS A clear picture of consumer
identity is useless without the ability to tie these insights to
your bottom line. Connect social and behavioral data to traditional
KPIs like revenue, time spent and repeat conversions to gain a
deeper understanding of how your customers are impacting your
business. Most importantly, you can take action on these insights
by developing user experiences that drive more meaningful
interactions and valuable behaviors.
GIGYA.COM | 7 6 KEY SEGMENT TEMPLATES To help you get started,
weve mapped out the defining characteristics of 6 key audience
segments, and the data points you need to effectively identify and
activate these consumers in relevant and meaningful ways: With
actionable insight into cross-channel consumer identity, you can
start segmenting your audience on a highly strategic and impactful
level.
INFLUENCERS
GIGYA.COM | 9 DEFINING CHARACTERISTICS Think of influencers as
the prom kings and queens of consumers. Consumers that fall into
this segment have a natural ability to connect with and influence
the decisions of others, and are extremely outspoken about their
opinions. Whether they savored that delicious steak or were
offended by the waiter, everyone will know about it - and follow
suit. WHY THIS SEGMENT MATTERS 90% of consumers admit that their
purchase decisions are influenced by consumer ratings and reviews
()MarketingLand) KEY OPPORTUNITIES The ability to recognize
influencers opens the door to maximizing their social reach and
impact on behalf of your brand, effectively turning them into brand
ambassadors. But beware: these trendsetters move on to the next
thing quickly, and often require some incentive to stick around.
Heres an interactive template of the data points you should collect
to identify and activate your Influencers.
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Number of Social Connections A large numbers of friends and
followers across networks Social Shares Frequent shares to multiple
networks Referrals A high volume of referred traffic iRank Score
Ranks customer influence according to those who drive the most
engagement across your site Top ranking among customer base
Reviewed Purchases High quantity and quality of reviews Up-Voted
Reviews A high number of up-votes per posted review Reactions Allow
consumers to give feedback with the click of a custom button
Frequent reactions to content and products DATA POINTS TO COLLECT
WHAT TO DO YOUR FINDINGS Friends and Followers Maximize influencers
community visibility and impact by enabling connectivity with their
individual social circles directly from your site. Interests
Recommend content and products that are inline with influencers
expressed interests for tailored and streamlined experiences that
influencers love. Previous Purchases Drive brand loyalty by sending
thank you notes and exclusive discounts for items inline with past
buys. SEGMENTATIONTEMPLATE|INFLUENCERS IDENTIFYACTIVATE
GIGYA.COM | INFLUENCERS SUCCESS STORY 11 24 Hour Fitness is a
great example of a brand that has successfully identified and
activated its influencers. To foster member loyalty while
increasing new fitness club sign-ups, 24 Hour Fitness created an
online referral program that allows members to share free 3-day gym
passes with their social networks. As customers refer their friends
socially, 24 Hour Fitness uses Gigyas iRank influencer reporting to
rank its top referrers by number of friends, number of shares,
volume of referral traffic, and activity frequency and timing.
After discovering its top influencers, 24 Hour Fitness rewards
these high-value customers with a tailored thank you package. By
turning influencers into highly valuable, long-term brand
ambassadors, 24 Hour Fitness has driven over 331K direct contact
referrals, worth over $3 million in online media, in just 3
months.
BRAND LOYALISTS
GIGYA.COM | 13 DEFINING CHARACTERISTICS Perhaps the most
valuable customer segment of all, brand loyalists exhibit a deep,
often emotional connection to your brand. They are in it for the
long haul, choosing your brand time and again, even over newer or
less expensive options. WHY THIS SEGMENT MATTERS Repeat shoppers
represent just 8% of all site visitors, but account for 40% of
total online sales. (PracticalEcommerce) KEY OPPORTUNITIES
Recognize and foster long-term brand loyalty by rewarding this
segment for its dedication. While loyalists can be highly engaged
in brand communities, they are not necessarily the most vocal.
However, loyalists make the best advocates if you know how to spot
and nurture their potential.
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Purchase History A long list of purchases over time Average
Transaction Value Large cart sizes Purchase Frequency A series of
recurring purchases Quantity/Quality of User-Generated Content
Active, valuable participation in your brand community DATA POINTS
TO COLLECT WHAT TO DO YOUR FINDINGS iRank Score Loyalists with a
high iRank score can be nurtured as brand advocates, and given
incentive to drive awareness and referral traffic for your brand.
Interests Build lifetime value by recommending content and products
relevant to loyalists favorite brands, sports and more. Favorited
Items Tailor recommendations and offers toward items and content
your loyalists have actively expressed interest in to show that you
value their relationship and are paying attention.
SEGMENTATIONTEMPLATE|BRANDLOYALISTS IDENTIFYACTIVATE
SERIAL ABANDONERS
GIGYA.COM | 16 DEFINING CHARACTERISTICS It happens even to the
best of brands: potential customers show up to your site, fill
their carts to the brim and POOF - theyre gone. Serial abandoners
are notorious for sharing items and adding them to their wish
lists, but never following through and completing checkout. TIPS TO
REDUCE ABANDONMENT Request only necessary information at login and
checkout Give users the option to register via payment providers
like Amazon and PayPal, which can pre-populate mandatory checkout
fields with existing data Leverage progressive profiling, which
allows you to capture additional data over time via interactions
like sharing and comments KEY OPPORTUNITIES In addition to making
the checkout process as simple and seamless as possible, presenting
serial abandoners with highly relevant opportunities to complete
the path to purchase is key in decreasing shopping cart
abandon.
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Abandonment Rate High percentage of incomplete purchases Time on
Site Short durations Page Views Minimal views per visit Login
Frequency Moderate frequency DATA POINTS TO COLLECT WHAT TO DO YOUR
FINDINGS Abandoned Items Follow up with emails reminding abandoners
of the items they left behind. Socially Shared Items Encourage
abandoners to complete the path to purchase by sending them
exclusive discounts and offers toward desired items. Social
Connections Highlight items previously purchased and review by
members of users individual social circles to increase likelihood
of conversion. SEGMENTATIONTEMPLATE|SERIALABANDONERS
IDENTIFYACTIVATE
MULTI-CHANNEL CONSUMERS
GIGYA.COM | 19 DEFINING CHARACTERISTICS This growing segment of
users visits your website on desktop, returns to buy via mobile and
leaves you reviews using their tablets. Multi-channel consumers are
constantly connected, interacting with your brand across a series
of devices and touchpoints along the path to conversion, sometimes
simultaneously. WHY THIS SEGMENT MATTERS Over 20% of consumers ages
18-49 visit websites from 4 different devices each week, and 36% of
US organizations interact with consumers across 5 or more channels.
(Experian) KEY OPPORTUNITIES Meet multi-channel consumers wherever
they are by enabling unified, real-time user experiences across
preferred devices. Connect the dots across channels in a cohesive
and purpose-driven manner to encourage valuable actions
on-the-go.
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Check-Ins Frequent check-ins at various locations Event-Based
Shares High volume of shares prompted by mobile apps; i.e. chips
won via Zynga poker or miles run via the Nike+ Running app Social
Login Preferences Large share of total logins captured by networks
with a majority of mobile users, such as Instagram and Pinterest
Mobile vs. Desktop Activity: Email opens, shares, ad clicks,
checkout, etc. A fairly even mixture of mobile vs. desktop actions,
with a possible inclination toward mobile activity DATA POINTS TO
COLLECT WHAT TO DO YOUR FINDINGS Check-Ins Reach consumers in
real-time by text messaging exclusive offers when they check- in to
your store, or information about a location in their current area.
Media Preferences Expand connectivity beyond mobile and desktop
channels and find ways to incorporate other devices, like the TV,
based on customers favorite shows, music artists, etc. Drop-Off
Points Per Device Once you discover the points at which consumers
are switching or leaving devices, you can optimize the user
experience accordingly. SEGMENTATIONTEMPLATE|MULTI-CHANNELCONSUMERS
IDENTIFYACTIVATE
GIGYA.COM | 21 MULTI-CHANNEL CONSUMER SUCCESS STORY Dicks
Sporting Goods identifies and engages multi-channel shoppers with
its personalized, virtual Gift Lockers. Users can login socially to
their gift lockers on any device and add desired items to their
lockers not just by browsing online, but by taking mobile photos of
items in store or scanning catalogue QR codes. They can also share
their gift lockers directly with their social networks. Tying all
activity to a single user identity enables Dicks Sporting Goods to
create seamlessly tailored experiences across devices, as well as
spot and address channel preferences and trends.
PASSIVE USERS
GIGYA.COM | 23 DEFINING CHARACTERISTICS At first glance,
passive users exhibit all the qualities of your best customers -
they login, browse your site and even checkout on a fairly regular
basis. However, if you take a deeper dive into your customer data,
you will discover that they are totally and completely unengaged
with your brand - a dangerous pitfall in todays connected and
highly competitive marketplace. WHY THIS SEGMENT MATTERS Consumers
that engage with a brand online spend 20-40% more with that
company. (Inc) KEY OPPORTUNITIES The key to engaging passive users
is to provide them with such relevant and timely user experiences
that they cant help but interact! Show members of this silent
segment that you value their relationships and want to connect
closer with personalized messaging and communications.
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Login Frequency Consistent logins over time Time On Site Average
Page Views Average Purchase History Repeat purchases Number of
Comments / Reviews Minimal to none Number of Social Shares Minimal
to none Social Media Activity Minimal posting DATA POINTS TO
COLLECT WHAT TO DO YOUR FINDINGS Relationship Status / Life Events
Send special emails offering specific content or discounts in honor
of events like an engagement. Offer Redemption and Purchase History
Prompt passive users to share these meaningful events with their
social networks as they occur. Interests Tailor content and product
recommendations to users expressed social interests to increase
chances of engagement. Social Connections Highlight actions taken
and content created by individual social circles to encourage
participation and similar actions.
SEGMENTATIONTEMPLATE|PASSIVEUSERS IDENTIFYACTIVATE
OPPORTUNISTS
GIGYA.COM | 26 DEFINING CHARACTERISTICS Not to be confused with
serial abandoners, opportunists do abandon frequently - but only
when they find a better deal elsewhere. As the saying goes,
opportunists go where the gettings good, showing little loyalty
when presented with a more customized user experience or free
shipping. KEY OPPORTUNITIES Opportunists are savvy decision makers
who wield a lot of buying power. By building sticky, customized
user experiences that encourage valuable behaviors at prime points
of influence, your business can grow opportunists into valuable
repeat customers. TIPS FOR A STICKY USER EXPERIENCE ! Gamify your
website or app to reward users points and badges for taking
valuable on-site actions Make these virtual points and badges
redeemable for real-life rewards like free merchandise and
exclusive discounts Stimulate feelings of prestige and friendly
competition by publicly ranking participating users via
leaderboards Tailor user experiences and rewards to consumers
individual preferences
GIGYA.COM | DATA POINTS TO COLLECT WHAT TO EXPECT YOUR FINDINGS
Brands Liked / Followed Follows a large number of brands across
social networks Brands Mentioned Frequent brand interactions across
social networks Abandonment Rate Higher than average Offers Claimed
& Redeemed on Facebook Higher than average Percentage of
Checkouts with Coupons / Discount Codes Used Above average DATA
POINTS TO COLLECT WHAT TO DO YOUR FINDINGS Social Connections
Gamify your site or app and rank users actions or engagement
directly against their real-life social connections. Showcase their
achievements via leaderboards and offer rewards for high ranking.
Check-Ins Reach opportunists in the moment with relevant product
recommendations and discounts when they check-in to your store or
at a location nearby. Social Shares Strengthen relationships and
build loyalty by matching coupons and content to the items in which
opportunists have shown interest. SEGMENTATIONTEMPLATE|OPPORTUNISTS
IDENTIFYACTIVATE
GIGYA.COM | Hotel and casino giant Boyd Gaming turns
opportunists into repeat customers with its B Connected Social
loyalty program. Participants can earn points by booking hotel
rooms, linking their social media accounts, sharing promotions with
friends and checking in at any Boyd Casino. These virtual points
can then be exchanged for real-world rewards like vacations, iPads,
slot dollars and gift certificates. This gamified reward system has
led to exceptional results, including: Over 700,000 visits to B
Connected Online a month after launch Over 115,000 game-based
actions each month by members Over 35,000 social media shares,
resulting in more than three social referrals per share A 30.4%
increase in social check-ins to Boyd Gaming outlets OPPORTUNISTS
SUCCESS STORY: BOYD GAMING 28
GIGYA.COM | 29 In collecting all of this data and segmenting
your user base, you will uncover unifying characteristics of
consumers driving the most value for your business. For example,
your brand may discover that users who leave reviews spend 5x more
than those that dont. Or, you may learn that your repeat customers
all seem to have an affinity for country music. These are all
actionable insights that can be strategically grouped together to
create a segment that looks like your ideal customer. These
look-alike consumers can then be targeted across channels to
increase acquisition and conversion. BONUS SEGMENT:
LOOK-ALIKES
GIGYA.COM | SEGMENTATIONTEMPLATE|LOOK-ALIKES 30 Here is a basic
template with a list of data points you should consider when
identifying your ideal look-alike segment: DATA POINT YOUR NOTES
Age Gender Relationship Status Education Number of Social
Connections Mobile vs. Desktop Usage Patterns Number/Frequency of
Social Shares Number/Frequency of Reviews Number/Frequency of
Comments DATA POINTS YOUR NOTES Check-ins Favorite Brands Favorite
Celebrities Favorite Music Favorite Movies Favorite Sports
Activities
GIGYA.COM | 31 ONE LAST THING BEFORE YOU GO To effectively
activate each of these segments, your user database needs to have a
seamless, bi-directional feed into all your 3rd party marketing
platforms. This enables your business to maintain a single, current
view of consumer identity and create targeted, cohesive experiences
across campaigns.
GIGYA.COM | 32 ADDITIONAL SEGMENTS Weve provided templates to
map out the data you need to effectively identify and activate 6
key audience segments. While this is by no means an exhaustive list
of segments, its a great place to start. Here are some additional
segments to consider: Big Spenders Millennials Bargain Hunters
Early Adopters Previously Engaged Content Creators
ABOUT GIGYA Gigya powers consumer identity management for the
worlds largest brands, including Forbes, Comcast and PacSun. With
products like Social Login, Registration-as-a-Service, Social
Plugins and Gamification, Gigyas Connected Consumer Management
Suite provides clients with the rich data, intelligence, and tools
needed to reach consumers with the right messages on the right
platforms at the right times. ! Our technology helps businesses
access, consolidate and manage permission-based identity and
behavior data, while providing deep customer insights that turn
data into action. Gigya drives user acquisition and engagement for
700 enterprises and reaches 1.5 billion unique users per month,
ensuring that todays businesses stay relevant in the age of the
connected consumer. ! For more details about Gigya, visit
www.gigya.com. ! Gigya, the Gigya logo, and Connect Consumer
Management Suite are either registered trademarks or trademarks of
Gigya Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners. 2014
Gigya Incorporated. All rights reserved.