Customer Segmentation

In today's digital and mobile world, customers are constantly interacting with your brand. The notion of static or semi-static customer segments is obsolete and marketers must embrace segments that update in real-time, with every action that customers take on your website or app. In order to be useful for Cross-Channel customer engagement, the segments need to be integrated with Cross-Channel Identity and should be actionable on every channel.

The most important types of segmentation today revolve around customer behavior and predictive attributes. Legacy systems are unable to offer the granular time-based segmentation on customer behavior or to synthesize the wealth of behavioral information into predictive scores for segmentation.

RFP Questions for Cross-Channel Customer Segmentation

  1. Does the system offer an ability to target based on website behavior?

  2. Does the system offer an ability to target based on mobile app behavior?

  3. Does the system offer an ability to target based on previous engagement with emails & notifications (e.g. opens/clicks, users who consistently do not open etc.)?

  4. Does the system offer an ability to target based on user attributes?

  5. Does the system offer predictive segmentation?

  6. Can segments be created using a visual interface?

  7. Does segment creation require knowledge of SQL or any query knowledge?

  8. Do segments refresh automatically with new data coming in? How often do segments refresh?

Read Blueshift's responses to these questions

Updated about a year ago

Customer Segmentation


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