Optimove：客户微细分-通过现有客户实现增长的关键（英文版）（13页）.pdf

1、1Micro-Segmentation:The Key to Growing Through Your Existing CustomersPublished by CDP InstituteSponsored by Optimove2Some people think that Cinderella is a childrens story or perhaps a metaphor for growing up.But any marketer immediately recognizes its a case study in personalization:the Prince was

2、 offering the right slipper to the right maiden at the right moment.Happily,modern marketers dont need to traipse through an entire kingdom on horseback to find their customers.But they do need to work hard to find the right fit between their products and each customer.In fact,research by Optimove h

3、as found that companies with more segments in their retention campaigns earn higher returns than companies with fewer segments.The difference is substantial:companies with over 300 segments earn 74%higher CRM contribution than companies with fewer than 100 segments.Similarly,companies selling throug

4、h three or more channels earn 67%higher average contribution than those using just one channel.And companies that take care to reach 90%or more of their active customers yield more than three times the revenue contribution than companies that reach between 60%and 70%.Campaigns with more segments yie

5、ld higher CRM contribution per customer.Source:Optimove0%10%20%30%40%50%CRM contributionNumber of Segments60%0-99100-199200-300 3003The moral of this story is clear:micro-segmentation pays big results.If your Fairy Godmother can make that happen with a wave of her magic wand,so much the better.If no

6、t,youll have to do it the hard way.Lets see what that takes.It All Starts with DataYou cant make a pumpkin coach without a pumpkin,and you cant make customer segments without customer data.In fact,you need a lot of customer data,because each bit holds information that can hint at slight differences