Digital marketers today constantly strive to understand their users better. Instead of sending bulk campaigns to the entire user base and hoping for the best conversion, they use data to personalize campaigns. And carpet-bombing has given way to targeted marketing.
Meanwhile, the attention span of a user is at an all-time low. From 15 seconds in 2000, it’s now generally accepted to be 8 seconds. People have no patience for notifications that are irrelevant.
Traditional Segmentation Strategy
To send highly contextual and relevant communication to your users means having a good segmentation strategy. Without segmentation, you are hitting your entire user base with a one-size-fits-all campaign that will fail due to irrelevance. E.g., an Event in Boston? Don’t send the campaign to users in San Francisco!
Marketers are well aware of the power of segmentation for improving relevance and optimizing costs. There are multiple segmentation strategies to reach out to users. They include grouping users by demographics, geographics, behavior, psychographics, etc. All of these segmentation strategies are based on the past information available to the users.
The New Segmentation Strategy
But what if there was a way to segment users based on the actions they are going to perform in the near future? For example, what if a marketer already knew which users had a higher propensity to churn before they actually churned?
Such information would be powerful, but only if you use it to create powerful long-term strategies that stop them from churning and improve overall business performance.
CleverTap provides marketers with both those predictive insights on potential user behavior as well as the capability to take action on these insights.
Analyze Intent Using Goal-based Marketing
Marketers now have the capability to shift their engagement strategy from traditional, rule-based marketing to far superior goal-based marketing, which provides a window into the near future behavior of users.
Here is how goal-based marketing strategies are created on CleverTap.
Define Your Goal
Start your strategy by defining a “goal.” For example, a goal could be to engage:
1. Users are most likely to uninstall by the end of the month
2. Users least likely to purchase in the next 15 days
3. Users who are fence-sitters for watching content in the coming weekend
This will give you a metric against which to measure your KPI.