Identify what the data points are: Decide what customer data will help you sell more efficiently, how you're going to organize that data, and how you're going to collect the data that you don't have. 2. Maintain personas for your users/subscribers : Customer personas provide bedrock for your list segmentation, because they help you define which segments need which message. 3
This will be unique to your business and your analytics tools, but factors to be considered include: Period – Year, quarter, season, or start date Audience – Target persona, segment, or cohort Geographic – Region, country, or MSA Type – Brand, awareness, acquisition, cross-sell, reactivation, donation, etc. Products or offers promoted, theme or program Example: Campaign = year-qtr-region-persona-program name, e.g. 2016-q4-na-mktg-optimize acq.
An example of Black Friday Shopper segment definition (Google Analytics): When creating your segments consider utilizing customer personas also known as buyer personas. A buyer persona is a conceptual representation of your ideal customer based on market research and data about your existing customers
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At the beginning of the project, you should understand: Who needs the data? Creating personas will help you define groups of people you should address when sharing the data