{"id":4347,"date":"2024-02-08T10:10:49","date_gmt":"2024-02-08T10:10:49","guid":{"rendered":"https:\/\/firetext.wpengine.com\/?p=4347"},"modified":"2024-02-08T10:17:21","modified_gmt":"2024-02-08T10:17:21","slug":"data-segmentation","status":"publish","type":"post","link":"https:\/\/www.firetext.co.uk\/blog\/data-segmentation\/","title":{"rendered":"Data segmentation: How to use customer behaviour to create personalised content"},"content":{"rendered":"\n

Data segmentation means to take \u2018data\u2019 (e.g. a group of people you want to contact) and split it into smaller groups based on your chosen criteria. Here, we explore ‘behaviour-based’ segmentation, and how it helps you create content that’s personalised to your customers.<\/p>\n\n\n\n\n\n\n\n

\"Screenshot<\/figure>\n\n\n\n

How to segment your contacts<\/h2>\n\n\n\n

Think about how you can split you group of customer into smaller categories, and the types of behaviours or interests that make them different. A category can be as simple as purchase history, splitting up your list of customers based on when they last purchased.<\/p>\n\n\n\n

The end goal is to split a big group of customers into smaller groups, and adjust the messaging you send to them based on those distinctions – that way, your content is becoming more personalised to those pots of people. Take the example below. <\/p>\n\n\n\n

Example: Using purchase history to split contacts<\/h4>\n\n\n\n

Here’s an example of behaviour-based segmentation.<\/p>\n\n\n\n

A retail brand is experimenting with splitting their contacts based on when they last purchased. The criteria is simple; they split the contacts into three groups:<\/p>\n\n\n\n