How to Use Advanced Segmentation to Create High-Value Audiences

Segmenting is one key — if not the most significant — component to developing successful marketing strategies. Knowing who to target will lay the foundation for campaigns that drive impact. And with over 2.38 billion monthly active users on marketing channels like Facebook, spending your marketing dollars on high-value customers that will stay with your brand for the long-term is critical.

You know your target market, and now it’s time to zoom in and identify your target audiences. Below, we’ll walk you through how advanced agencies and e-commerce retailers are using segmentation to remarket and prospect to the right audiences.

What is a High-value Segment?

A high-value segment is a targetable group of people within your target market that are most likely to purchase specific products or services — individuals within a segment share commonalities such as product interest, lifetime value, or gender.

Why is Segmentation Important?

Segmenting your target market will lead you to a subset of individuals that are likely to purchase specific products or services that you’re promoting. And as a marketer who likely has a budget, you want to make sure that your marketing dollars are spent pursuing the right customers.

Additionally, you want to make sure that you align your promotions with relevant audiences to ensure that your ads resonate with your interested shoppers.

Creating high-value segments is easy with DataQ. In this next section we’ll walk you through how you can create  advanced segments with our Smart Segments.

Segment Creation

Here’s a list of advanced segments that we’ll create to reach high-value audiences:

• Loyal Customers
• Two-Time Purchasers
• Win Back

We’ll begin by creating best-in-practice segments. Some of these segments can be used to create lookalike audiences on Facebook, or Google Ads similar lists, to reach new customers like your best customers. Moreover, you can re-market to your repeat purchasers and loyal customers to strengthen your relationships and boost lifetime value.

The possibilities are endless, and our Smart Segments makes segment building a breeze, and in our next section, we’ll go over how you can build and use these segments to create high-value audiences in your marketing channels.

Loyal Customers

DataQ defines loyal customers as customers who have purchased from your online store three or more times. A loyal customer segment can be used in many ways, one of which is to create a lookalike audience on Facebook.

How we accomplish this in DataQ:

Head to segments option and select the templates tab. From this menu, select the Customize button on the Loyal Customers template.

Note: if your definition of Loyal Customers is different from ours, you can change the number of purchases after selecting the template.

Simply change the number of orders on the segment template.

Two-Time Purchasers

This segment represents customers who have purchased exactly twice from you your store. Customers who have purchased twice are treading loyalty waters, so why not make them official by re-marketing to them?

How we  accomplish this in DataQ:

Win Back

Customers that qualify for this segment have purchased at least once in the past year and have not placed an order in the past 90 days. Since keeping your customers is more cost-effective than continually acquiring new ones, winning these customers back will not only build a strong relationship but save you some money.

How we  accomplish this in DataQ:

Marketing Channels

DataQ allows marketers to sync targeting lists to marketing channels like Facebook Ads, Google Ads and supported e-mail platforms. Moreover, DataQ also provides you with customer intelligence for your segments, providing you with essential KPIs like lifetime value, purchase frequency, repeat purchase rate, gender, and average order value to fuel your creative and messaging.

For example, let’s say you have a product line for men, but your intelligence shows that women are the primary buyers. Since women are the predominant segment for this product line, here are a few things that you can do to optimize your campaigns.

• Create a lookalike audience on Facebook to attract similar customers.
• Change your messaging so that it resonates with your dominant audience.
• Remarket to this segment to keep them engaged.

Pro-tip: The minimum audience size varies for each channel, so you’ll want to make sure the segment that you are building meets the requirements — which DataQ will display. For instance, Google Ads wants a minimum of 1,000 customers, while Facebook Ads wants a minimum of 100. If your customer list is on the smaller side, Facebook Ads and e-mail are likely the right marketing mix for your business.

There are several things that you can do to optimize campaigns when you have the right data points, which is why DataQ provides you with actionable metrics that you can implement quickly.

Creating the Perfect Audience

Building audiences is easy with our drag/drop features. DataQ allows you to combine and exclude segments to sync the perfect audience to your marketing channels. Watch the video below to learn how you can accomplish this in DataQ.

This one-time sync will give you the power to run campaigns with updated lists so that you never waste valuable marketing dollars on stale lists pursuing customers that no longer fall into this category.

Conclusion

Creating high-value segments is just one aspect of running a successful campaign. In addition to building the right segments, you must also pair them with corresponding messaging and creative. Luckily not only does DataQ provide you with segment templates and activations, it also provides you with insights that can be infused into your campaigns (like the scenario we covered in the Marketing Channels section).

In today’a media ecosystem if you’re not delivering timely, relevant ads that click with your intended audience, you won’t succeed.

With DataQ in your corner, you’ll have access to:

• Build high-value segments quickly.
• Create the perfect audience across top marketing channels.
• Access customer intelligence to optimize your campaigns and make them an even bigger success.