Hello everyone
We're currently working on a customer segmentation project with an external consultant and we anticipate using Attributes to hold the segment information, and to use Manage Attributes to apply the relevant segment to each customer.
Does anyone have any experience of doing this and if so, do you have any recommendations of how to approach it? We're anticipation having 6-7 segments, though whether these are to be then sub-divided, we await the presentation!
Also, this is a process that we expect to do again in a year (and subsequent years) and wondered if anyone had done the same thing and whether you added another attribute for each year, so you can track any movement between segments?
Any thoughts on this subject are very welcome
Thanks, Christopher
Hi Christopher,
We hold our segments as attributes and have a naming convention so a new attribute is created for each update of the segments. For example, SegmentationStratford(Oct09) is our latest segment attribute and the values sit against that (e.g. Regular, Ebookers etc.). We can then track back using lists and extractions to see the movement between segments as each iteration of the segments has it's own attribute.
We can also select people based on having remained in a given segment (e.g. Regulars for the last four segmentations). We conduct our segmentations quarterly and have found this system works really well.
Let me know if you would like any more detail.
Mary