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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-7988" class="et_pb_post post-7988 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-audience-segmentation article-function-bi-analytics article-function-conversion-optimization article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">Segmentation that drives personalized experiences</h1><h2 class="article-excerpt">Visitor segments are the fuel that drives our marketing analysis, testing, optimization and personalization efforts towards success. Here is why.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg" alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Visitor segmentation is the key to delivering successful marketing experiences. Analyzing data in the aggregate won’t yield actionable insights; segmenting your data is essential.</li><li style="margin: 10px 0;">By analyzing your data to identify valuable segments, you can unlock increased revenue and engagement. Don’t stop at basic demographics like geography; advanced segmentation includes factors like video views and purchase history.</li><li style="margin: 10px 0;">Follow a 4-step segmentation cycle: study your data, discover segments, analyze their characteristics, and take action to tailor your marketing efforts to each segment.</li></ul></div><p></p><p>Visitor segments allow us to differentiate between the behaviors and intent of individual visitor groups. They are the fuel that drives our marketing analysis, testing, optimization and personalization efforts towards success. These powerful cohorts allow us to see <strong><em>what</em></strong> and <strong><em>who</em></strong> is driving the end-result, and act accordingly. Without them, we end up looking at meaningless, useless numbers.</p><p>Developing a customer centricity approach is the core foundation of a strong marketing strategy, and in order to be able to deliver powerful personalizations, it is crucial to segment the customers. This article explains why discovering the optimal customer segments is such a critical step towards real personalization.</p><p>Let’s say we’re looking at a report for the last 7 days with the following metrics:</p><p>– Unique users: <strong>13,020,403<br /> </strong>– Revenue impact:<strong> $260,408</strong><br /> – Average revenue per user: <strong>$0.02</strong></p><p>Can we conclude anything valuable from this? The answer is, obviously, no. This information is absolutely useless because too many pieces of the puzzle are missing. For example, we have no relative context for this data, and we can’t compare these metrics over time to perform trend analysis. In short, there isn’t any real story to tell here (I encourage you to read <a href="https://www.dynamicyield.com/blog/web-analytics-fail/">Why Most Marketers Fail at Web Analytics</a> for a deeper explanation).</p><p>Segmenting these aggregate metrics can have a tremendous impact on our marketing activities, eventually leading to better insights, conversion and revenue or <a href="https://www.dynamicyield.com/glossary/average-revenue-per-user/">average revenue per user</a>. If we take a second, deeper look at the data from a structured, segmented point-of-view, we may define several interesting segments to study and then reveal the real story behind the “<em>what</em>” and “<em>who</em>“. Let’s have a look at an example performance report of the top 5 visitor segments:</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2015/03/segmentations-image1.jpg"><img fetchpriority="high" decoding="async" class="aligncenter wp-image-7993 size-full" style="border: 1px solid #e2e2e0;" src="https://www.dynamicyield.com/wp-content/uploads/2015/03/segmentations-image1.jpg" alt="Visitor Segments Report" width="1182" height="238" /></a></p><p>When analyzing these pre-defined segments, it becomes clear that the “Tech & Gadget Enthusiasts” yielded the highest revenue impact. That being said, there’s another interesting segment to explore, “Video Enthusiasts”, with an average revenue impact of $0.06. Compared to the overall average revenue impact of $0.02, that’s a 200% lift! This data tells us that we need to focus our marketing efforts on these two most valued segments.</p><p>But why stop there?! Realizing that there’s something impactful with the group of video enthusiasts, we can now delve deeper into the stats and create sub-groups of segments, based on the number of videos watched. For example, the following chart reveals that visitors with 3 or more video plays have had the highest revenue impact, with a 93% lift, compared to visits where only a single video was watched. Now that’s interesting!</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2015/03/segmentations-image2.jpg"><img decoding="async" class="aligncenter wp-image-7994 size-full" style="border: 1px solid #e2e2e0;" src="https://www.dynamicyield.com/wp-content/uploads/2015/03/segmentations-image2.jpg" alt="Sub-groups of Segments" width="1182" height="238" /></a></p><p>The process of analyzing segmented visitors can be thrilling, because it’s an opportunity to uncover some of the truths behind the numbers. Nevertheless, it’s an ongoing, time-consuming cycle. You usually start by <strong>studying</strong> <strong>new segments</strong>. You continue by (hopefully) <strong>discovering</strong> <strong>interesting groups</strong>, then you start <strong>analyzing</strong> <strong>the data</strong> and finally, you <strong>conclude which actions</strong> need to be taken upon those groups.</p><p><img decoding="async" class="aligncenter size-full wp-image-7997" style="border: 1px solid #e2e2e0;" src="/wp-content/uploads/2015/03/4-Step-Visitor-Segmentation-Cycle1.jpg" alt="A 4-Step Visitor Segmentation Cycle:" width="444" height="411" /></p><p>There are many ways to segment visitors. Standard segments can include dimensions such as geography, traffic sources, devices and page views. If you’re looking for more advanced segments (and you should), here are a few ideas to include in your segmentation toolbox:</p><h2>Advanced Ways to Group Visitors into Segments, According to:</h2><ol><li>Revenue impact (especially for discovering high-value customers)</li><li>Engagement or action taken (e.g. video watchers, social media interactions, etc.)</li><li>Type of content consumed (e.g. product pages, landing pages, categories, etc.)</li><li>Visitors with past conversions vs. no conversions</li><li>Session count</li><li>Depth of visit (e.g. visits with 3+ page views vs. 2 or 1 page views)</li><li>Customer intent (e.g. interaction indicators, path of journey, past behavior, etc.)</li><li>Visitors with cart abandonments</li><li>Activities during business hours vs. off hours</li><li>Visitor type (e.g. non-registered vs. registered / non-customer vs. customers)</li><li>Type of readers (e.g. scanners vs. avid readers)</li></ol><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/idaC1' target='_blank'>Developing a customer centricity approach is the core foundation of a strong marketing strategy.</a></div><a href='http://ctt.ec/idaC1' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><h2>In Summary</h2><p>With advanced technologies in hand, like the one we offer at Dynamic Yield, we can automate the process to easily discover new opportunities to maximize engagement and yield and deliver real-time personalized website experiences across the entire customer journey. Contact us now to learn more about our <a href="https://www.dynamicyield.com/segmentation/">customer segmentation</a> and <a href="https://www.dynamicyield.com/personalization/">personalization solutions</a> and <a href="https://www.dynamicyield.com/request-demo/">schedule a personalized demo</a>.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce – 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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