Segmentation and Profiling

Marketers are increasingly recognizing that the success of their marketing campaigns is as much about ensuring they're talking to the right people as ensuring they have the right message. Both targeting and messaging are made easier when a marketing team has the ability to segment its audience according to meaningful criteria and tailor their communications to the attributes of this audience segment.

CDC MarketFirst offers some of the most advanced segmentation capabilities available on the market today, enabling marketers to create segments according to almost any combination of criteria available in their target database.

But as this suggests, a marketer's ability to segment target lists is only as good as the available data. That's why CDC MarketFirst enables marketers to create rich, detailed profiles of their targets. At each interaction with a CDC MarketFirst communication, respondents can be directed to provide small pieces of additional information about themselves, gradually building out a comprehensive profile that enables advanced segmentation. Even if they don't respond to any requests for additional information, CDC MarketFirst tracks their response to the campaign, allowing for segmentation based on past behaviors in future campaigns.

The benefits of using CDC MarketFirst for segmentation and profiling are extensive:

  • Develop deep prospect and customer profiles: With CDC MarketFirst, marketers can use every communication as an opportunity to enrich contacts' profiles. Simple, carefully chosen questions integrated into registration forms, literature requests, contest entry forms, and other campaign responses can help marketers learn the information that's most relevant to their segmentation and marketing efforts and build out a complete picture of their targets over time.
  • Get prospects to manage their own profiles: CDC MarketFirst enables marketers to include an "Update my profile" link to every communication, allowing targets to keep their own information up to date and add further detail. In addition, periodic communications can be sent to contacts, providing them with their current profile information and requesting that they confirm or update it, which assists in maintaining a current, "clean" database.
  • Understand your audience: The rich data in CDC MarketFirst contact profiles is a goldmine for marketers looking to get a deeper understanding of their target markets. Information in the CDC MarketFirst database can be analyzed to determine common traits of campaign respondents, most valuable customers, those who opt out, and more, adding to the marketing team's market intelligence and providing insight that can be used to segment more effectively in future.
  • Perform advanced, multi-factorial segmentation: While some marketing applications let marketers segment by one or two standard segmentation criteria, CDC MarketFirst provides advanced segmentation capabilities that enable marketers to take segmentation to a higher level. Use CDC MarketFirst to segment by almost any combination of available data, including geography, demographics, psychographics, interests and preferences, behavioral data, and responses to past interactions. Import external data or integrate CDC MarketFirst with CRM, ERP, or other system databases to expand the data that can be used in segmentation.
  • Increase message relevance: Time and time again, marketing research suggests that relevance is one of the top factors in message response. Relevant messaging increases conversion rates, decreases cost per lead, and reduces the likelihood of opt-outs. CDC MarketFirst makes it possible to build the kind of data required to understand your audience and message effectively, as well as providing the ability to segment the audience using sophisticated criteria that ensure you deliver the right message to the right person at the right time.
Segmentation Profiling