Segmenting customer data allows you to zero in on the best opportunities and create high-value audiences that can be targeted with personalised, timely experiences.
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Refining your view of audience can reveal technology and organisational challenges.
Disconnected data sources.
Inability to shareaudiences among teams.
Siloed campaign strategies.
Difficulty segmenting audiences in real time.
A more refined audience view can transform how your organisation meets customer demands.
A unified customer profile, created from first-party data and enriched with second- and third-party data, provides a robust audience view that can be segmented and targeted with confidence.
Segmentation leads to a better understanding of your customers. With superior customer intelligence you can know more about your audiences and deliver experiences that speak directly to them.
You can match messaging, offers and experiences more consistently throughout the customer journey — no matter which channel or device consumers use — by segmenting and targeting customers using an integrated marketing platform.
Customer segmentation provides the focus you need to meet demands with valuable experiences that lead to better conversion rates and stronger brand loyalty.
Adobe Audience Manager provides rules-based audience segmentation, helping you to identify your most valuable customers so you can deliver relevant experiences. Easily compare segments to identify new audiences, gather actionable insights and see how customer behaviour changes over time.
See how Adobe customers organise and activate audience segments for maximum results.
"We can now send customers a much more personalised communication…that's really important."
— Claire Cronin, Chief Marketing Officer, Virgin Atlantic
"[Our] audiences need different experiences…we can allow people to go as deep into stories as they want."
— Matt Ladner, Sr. GUI Developer, ALSAC
How does Adobe Audience Manager help advertisers?
Advertisers can build segments based on common audience behaviours or traits and they can personalise advertising, site experience and owned channels accordingly.
How does Adobe Audience Manager help publishers?
Publishers can identify the most engaged audiences and develop segments to improve user experiences through personalised content. You can package valuable audiences into high-demand advertising segments.
Will customer segmentation reduce cost-per-acquisition?
Yes. With clear segments available for targeting, your CPA will decrease over time as you improve personalisation and optimise investments. Audience suppression allows you to reduce paid media costs by frequency capping or eliminating unnecessary messages to existing customers.
How can we quickly take action on the audience insights we get from our data?
With integrated analytics, data management and campaign creation and delivery, you're able to act fast, responding to audience trends and achieving deeper personalisation with real-time experiences. Multivariate testing allows you to surface insights quickly to generate value faster.
Can we easily scale audience segments with Adobe Audience Manager?
Yes. Artificial intelligence, machine learning and algorithmic modelling allow you to grow audience reach automatically. Use your most high-value audience segments to build larger audiences with similar interests and behaviour using lookalike modelling.
Can customer segmentation help our sales team?
By spending less time on less lucrative opportunities and more on your most engaged, high-value segments, your sales team should be able to increase win rate and lift revenues.