Customer segmentation is a powerful tool for marketers to identify their target markets, better understand customer behavior, and create personalized marketing strategies.
Business intelligence (BI)
provides companies with information about customers, helping them segment customers to identify the most profitable customers and attract the right type of potential customers. To do this, it is necessary to have clearly defined segments of customers and people developed through BI, as well as a customer journey roadmap for each group. BI offers better visibility of sales information, allowing marketers to adjust their campaigns accordingly.Tools like Google Analytics can help you collect a wide range of demographics from your customers and learn how people are interacting with your website. With this data, you can invest the right resources to adapt product, service, marketing and distribution programs to the needs of each target segment. McCallister, from CX University, states that in order for AI and BI to effectively uncover customer information together, it is necessary to structure more data. Twilio Engage is an example of a growth platform created on a customer data platform (CDP) that tracks customers' purchases and browsing habits to make product recommendations tailored to each individual customer. Business intelligence helps organizations understand where their data resides, what's important, and who should have access to it. Research shows that 71 percent of customers expect companies to send them personalized marketing messages and 76 percent are disappointed when they receive generic communications.
Therefore, it is essential for marketers around the world to understand customers and their behavior in order to compete based on customer experience.
