Segmentation & Customer insights
Segmentation and customer insights are the first, critical steps in collecting your own customer data. Only by understanding your current and potential target audiences can you build the right foundation for collecting and leveraging customer data effectively.
Segmentation & customer insights – Understand your customers, improve marketing accuracy
We’re collecting more customer data than ever before – but have you considered what needs to happen before you even start collecting it?
Traditional survey-based customer segmentation is still one of the most reliable ways to understand who you are currently reaching and who you should be reaching in the future. When done well, segmentation becomes the solid cornerstone for building your own customer data strategy.
At 70/30 Digital, we’ve helped many clients first understand their market potential and then verify these segments with their own customer data. What could be better than monitoring in real time how different segments react, purchase, and behave? No more one-off, monolithic research projects – instead, you can truly track your segments continuously.
Good segmentation is built on research and includes more than just your current customers. It’s also critical to design the survey in a way that makes it easy to recognize and track these segments in your own customer data on an ongoing basis"
What Value Does Segmentation Bring to Your Business?
After segmentation research, we can identify segments in your own customer data and target your messages more effectively. Many companies have historically relied only on purchase history, but since one-time buyers often make up the largest segment, purchase history alone isn’t enough to deliver a genuinely personalized customer experience.
What Results Can You Expect from Better Audience Targeting?
Improved customer engagement – Segmentation can increase open rates from ~30% to 50–60%, and in the best cases, up to 74%.
More profitable data utilization – Move beyond mass messaging; segmentation helps identify the groups with the highest average order value and purchase frequency.
Zero-party data & product dialogue – Customer-provided data (zero-party data) enriches segmentation and provides valuable insights for product development.
Automations & campaign comparison – Segmentation tools show how automations and A/B tests perform across segments, all visualized in a single, clear dashboard.