Why high-speed audience segmentation saves you hundreds of thousands
5 Minute Read
Segmentation is a critical part of any marketing program. It allows brands to divide customers into groups to target campaigns and messaging more effectively. Segmentation can be an arduous process without the right tools, but Cordial’s segmentation capabilities make it easy for marketers to quickly build dynamic audience segments that stay up-to-date in real-time.
Cordial commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of consolidating multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns to increase customer engagement.
One of the ways marketers can be more efficient? Segmentation. The TEI study’s quantitative findings include cost savings in creating customer segments valued at $101,600. Let’s dive into the benefits of high-speed audience segmentation and how it can save your marketing team hundreds of thousands of dollars.
Fast segment building
Cordial’s intuitive drag-and-drop interface empowers marketers to rapidly build audience segments at scale without engineering resources. Marketers can create highly targeted segments from millions of users in seconds, based on demographics, behaviors, purchase history, product affinity, and more. This is a stark contrast to slow, manual processes of pulling SQL queries or relying on engineering resources. Cordial removes these legacy bottlenecks and allows marketers to quickly assemble the precise segments they need to optimize campaigns.
As one retailer noted, “It’s very easy for us to create and manage as many different customer segments as we want and in a very efficient way. Our engineers have already set up consoles to exchange data between Cordial and us. So, when creating campaigns, we don’t need to involve our engineers; the retention team creates them, and it’s very fast.”
Real-time segment updates
Keeping audience segments fresh and accurate is critical for relevance, but rebuilding static lists constantly drains resources.
Segments in Cordial remain dynamic, meaning they update automatically as customer attributes and behaviors change. As new data from your tech stack flows into Cordial, saved segments automatically refresh to reflect those changes. This eliminates the need to constantly rebuild static lists.
These “always-on” adaptive audiences help brands stay in tune with their customers, as a Marketing Director at a wine retailer reported:
“Those audiences are dynamic, and they update on their own because Cordial is constantly synching it with our customer database. For example, our platinum members are dynamic, and when we want to target our platinum members, it’s there, and it’s up to date.”
Activating segments across email, SMS, push notifications, website and more creates consistent omnichannel experiences. This requires a platform with unified data that links identities across channels. Otherwise, fragmented channels with disparate audience segments limit a unified cohesive experience.
Once segments are created, they can be instantly activated across any channel – email, SMS, push notifications, etc. Cordial ties data to identities, not channel-specific subscriptions, for unified activation.
Unified audience insights
Understanding the overlap and movement between segments enables smarter optimization. Marketers can discover which segments drive engagement, where there is attrition, and how audiences evolve. These unified insights are invaluable for refining targeting and campaigns.
View segment overlap and customer movement between segments through Cordial’s Audience Insights. Track how segments grow or shrink over time. These unified insights powered by Cordial’s advanced data architecture help you optimize targeting.
Accessing key engagement metrics like open, click-through, and conversion rates directly within the segmentation platform saves time pulling separate reports. Viewing analytics by segment provides optimization insights to refine targeting for better-performing segments.
Cordial provides engagement analytics for every segment directly within the platform. Monitor open, click, and conversion rates by segment to continually refine targeting.
Efficiency and cost savings
Owning the segmentation process without reliance on engineering or analyst resources results in efficiency gains. Marketers can quickly make data-driven decisions on audience targeting. Automated segmentation drastically reduces the manual overhead of assembling and updating lists.
With Cordial, marketers can own segmentation without relying on engineering resources. This results in significant time and cost savings, as found in Cordial’s TEI study. The study found cost savings creating customer segments resulting in over $100,000 in savings over three years for the composite organization.
As an executive VP at a furniture retailer put it, “Now I can click a button, and I have a segment within minutes. Before, if I wanted to create a segment, it would take a week. Now it’s at our fingertips.”
In summary, advanced segmentation capabilities create efficiency, unlock customer insights, and ultimately optimize engagement levels. Intelligent platforms like Cordial make segmentation accessible for marketers while saving time and costs.
Learn how Cordial can expedite segmentation and more
Cordial commissioned Forrester Consulting to conduct a Total Economic Impact™ study based on a composite organization of clients to examine the potential return on investment for enterprise businesses moving to Cordial. The study found Cordial not only eased the pain of managing multiple solutions but also enabled marketers to be more productive and effective in orchestrating messaging campaigns for high levels of customer engagement.
The TEI study’s quantitative findings include:
- Increased revenue from email, SMS and mobile app marketing valued at $5 million.
- Reduced costs from retiring prior solutions valued at $1.7 million.
- Improved efficiencies from automating customer service valued at $980,400.
- Cost savings preparing data for decision-making valued at $626,400.
- Reduced time producing campaigns valued at $365,800.
- Cost savings creating customer segments valued at $101,600.
¹ Source: 2023 Forrester Study: The Total Economic Impact™ of Cordial
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