case study on behavioural segmentation

Behavioral Segmentation Defined with 4 Real-Life Examples

Published: Sep 9, 2020

Updated: 31/03/2023

What is behavioral segmentation and why is it important to your eCommerce business?

Let’s answer this question and define some key behavioral segmentation examples.

Marketing Segmentation has always been a key component of the most effective marketing strategies. Dividing customers into smaller groups based on their needs and actions ensures you are best placed to efficiently solve their problems and in turn, sell more of your products.

Whilst understanding information such as your average customer’s location, age, and gender are essential first steps to begin addressing those needs, sometimes it is necessary to go one step further.

Leveraging other useful customer metrics like behavioral data can help you identify how your customers interact with your business .

For example, behavioral segmentation can answer questions like How many times they visit your online store before purchasing? ; or Which promotional message – a discount code or a free shipping guarantee – is more likely to nudge them towards a higher-value purchase?

This level of insight is what makes behavioral segmentation a must-have marketing strategy for eCommerce businesses. In this post we’ll cover:

1. Behavioral segmentation definition 2. Behavioral segmentation benefits 3. Four main types of behavioral segmentation – Purchase behavior – Occasion and timing – Benefits sought – Customer loyalty 4. Behavioral segmentation examples 5. Other types of behavioral segmentation – Customer journey stage – Engagement – Satisfaction Conclusion

What is behavioral segmentation?

Behavioral segmentation refers to a process in marketing which divides customers into segments depending on their behavior patterns when interacting with a particular business or website.

These segments could include grouping customers by:

Their attitude toward your product, brand or service;
Their use of your product or service,
Their overall knowledge of your brand and your brand’s products,
Their purchasing tendencies, such as buying on special occasions like birthdays or holidays only, etc.

Going beyond the traditional demographic and geographic segmentation methods and utilizing behavioral data allows for the execution of more successful marketing campaigns.

At the very least, behavioral segmentation offers marketers and business owners a more complete understanding of their audience, thus enabling them to tailor products or services to specific customer needs. Below we take a look at four more benefits of behavioral segmentation.

Why is behavioral segmentation so important?

Identifies the most engaged users. Being able to filter existing customers and potential prospects that display highest levels of engagement – for example, those regularly opening your emails, or spend the most time with your product pages – enables marketers to make more informed decisions on how and where to best allocate time, budget, and resources. In return, this makes your marketing more cost-effective, as you’re not burning through budget trying to warm up predominantly cold leads. You can focus on those most likely to make a purchase.

Improves messaging accuracy. Behavioral segmentation allows marketers to optimize their positioning and marketing messages toward the customer data at hand. Imagine you’ve already identified that 24-35-year-olds are the most active segment on your fashion eCommerce store. Behavioral segmentation allows you to enrich this demographic data by splitting the segment based on their interests and preferences, such as “interested in activewear” vs “interested in formal attire,” or “one-time shopper” vs “wardrobe overhauler.”

Provides refined personalized experiences. To provide a sense of brand persona and uniqueness, deeply analyzing your audience and resonating with customer needs, wants, concerns, and demands can make noticeable differences. Specifically, personalized approaches , such as displaying complementary products on the website or sending an upsell email after a recent purchase can not only lower bounce rate, reduce cart abandonment , or speed up the purchasing process, but also cement customer loyalty .

Builds brand loyalty. Customers who feel they are being attended to throughout their customer journey will instinctively favor the brand over competitors. Behavioral segmentation enables eCommerce businesses to reach extraordinary levels of customer satisfaction & retention, increase customer lifetime value, and boost long-term revenue. All due to increased targeting accuracy and higher levels of personalization .

What are the 4 types of behavioral segmentation?

There are four main types of behavioral segmentation that help form a complete customer profile throughout their buying journey. Each nuance provides actionable insights, which can be embedded in a variety of marketing channels and encourage customers to act on their purchase decisions.

You can break these down into four main behavioral segments.

1. Segmentation based on purchase and usage behavior

Segmenting by purchase behavior disentangles the varying trends and behavior patterns that customers have when making a purchase decision.

This form of behavioral segmentation provides insight into the buying stage that your customer might be in, their role in the purchasing process, the obstacles they are facing, the incentives they’re most likely to respond to and much more.

For example, customers who prefer to undertake research will often turn to search engines or reviews to be assured they are making the right decision purchasing from you, whilst customers that are particularly thrifty may only interact with your brand or product when on sale.

Ultimately, both of these customer types can fall into the same product affinity category. However, targeting all of them with the same marketing materials and messaging is destined to waste resources. The aforementioned careful consumer may not respond to discount promotions in the same manner as the thrifty one.

This is where segmenting by purchase behavior comes in. You can break these behaviors down into categories depending on:

How many interactions with your business does a customer need before proceeding to conversion;
What search queries a customer used to locate your brand, product or service;
What questions a customer asks when using a live chat or virtual assistant; etc.

Knowing this information allows you to respond to your customer’s needs in a relevant manner.

For example, customers who are in the research phase and are likely to leave to compare prices could be retargeted with a “best price” or “price match” guarantee . Alternatively, a shopper that is keen on social proof and buys in accordance with popularity trends could be targeted with a message suggesting that the item is in high demand, and moving fast.

2. Occasion or timing-based segmentation

Occasion-based segmentation categorizes customers who are most likely to interact with your brand or purchase from your website on either specific occasions or set times.

Occasions could include national holidays like Labor Day, a holiday season like Thanksgiving or Christmas , or life occasions, such as a wedding, new house, or vacation.

Occasion-based purchasing can also occur in a customer’s daily routine. Purchases like a happy hour round of drinks after work and a caffeinated morning drink are all types of occasion-based purchases as they are only bought at precise times.

Grouping customers using this form of segmentation involves monitoring a customer’s purchasing behavior to establish a pattern so that you preempt the targeting process.

For example, if your store has customers that participate yearly in your Thanksgiving promotions, but do not buy anything else from you throughout the year, you can use this information to market to the customer in weeks in advance.

3. Benefits sought segmentation

Segmenting by benefits sought refers to dividing your audience based on the unique value proposition your customer is looking to gain from your product or service.

Let us explain further. When we make purchases, we do so based on the belief that we will receive a certain value or benefit from using the product or service.

Even when purchasing something as mundane as toothpaste, we lean towards different value propositions: Some may be looking for whitening benefits while others seek comfort to their sensitive gums. Dividing consumers based on these factors embodies the benefits sought segmentation.

Grouping your data by benefits sought helps you narrow down the specifics of what drives customer purchases, revealing which product feature or service aspect they feel most attuned to. Divide data by these benefit categories when using this form of behavioral segmentation:

Quality: What makes your product better than your competitors?
Usage: How will it benefit your customer when they use it?
Customer Feedback: Are your customers happy with the product or service, or are there areas for improvement?
USPs: What makes your product unique from other already existing products?
Additional Benefits: Are there other advantages a customer could receive from purchasing your products or services?

4. Segmentation based on customer loyalty

Loyalty-based segmentation measures the level of loyalty a customer has with your brand, either through a rewards program, number of purchases, or general engagement with your marketing efforts.

Using loyalty-based behavioral segmentation helps you to zero in on existing repeat customers, their needs, behavior patterns, and more. Besides generating repeat revenue from your business, loyal customers are incredibly useful in terms of referrals, word of mouth , and feedback.

Extracting valuable information from this segment can help you optimize future campaigns, improve your value proposition, strengthen positioning , and more. Consider identifying factors such as:

What the key behaviors were throughout the customer journey that nurtured loyalty;
Which customers are the most appropriate or ideal type for loyalty programs;
What factors are most essential in keeping those segments of customers happy;
Which ways value received from loyal customers can be maximized.

The most common examples of customer loyalty segmentation can be reflected in the travel industry which regularly promotes frequent flier programs and the finance industry who offer rewards for big-spending platinum credit card members.

Behavioral segmentation examples for eCommerce

When used effectively, behavioral segmentation can produce astounding results, transforming previously cold leads or customers into newly engaged and retained ones. Here we list some real-life examples, so you can see behavioral segmentation at its subtle, very best.

Usage behavior: BabyCentre UK

Part of the Johnson & Johnson multinational corporation, BabyCentre UK is a pregnancy and childcare resource located in the United Kingdom. The company uses a Facebook Messenger app to suggest personalized advice and make targeted recommendations based on the input that it receives from the user, through a series of questions and answers.

For example in the promotional images above, when the parent selects weaning as the problem they are encountering, the BabyCentre app engages the user by giving them a list of signs to look out for, as well as then suggesting recipes for when the child is ready for solid food.

This tailored experience provides BabyCentre with actionable data that it can use to segment the user by the information obtained through their selections: For example, their child falling into an age category that experiences weaning. Categorizing by this data can help target the customer with repeat, relevant information – such as recipe guides or other helpful advice.

When Babycentre investigated what drove the highest levels of traffic to its website – the chatbot or email marketing – it revealed that the messenger bot recorded a read rate of 84% and click-through rate (CTR) of 53% . Together the stats made for an overall engagement rate that was 1,428% higher than its email funnel, adding further evidence to how effective segmentation can be when categorized correctly.

Occasion-based: Guinness

One out the box example of occasion-based purchasing segmentation came from a campaign initiated last year by famous Irish stout manufacturer, Guinness.

Guinness gives their brand name to sponsor the Guinness Six Nations Rugby Cup each year and regularly experience sales boosts through fans purchasing their drinks to complement the matches.

However, with industry stats showing that 6.1 million people now actively choose not to consume alcohol , Guinness wanted to find a way to diversify their marketing strategy to appeal to those who don’t drink, whilst also aiming to retain previously existing customers, and those most likely to purchase again from them throughout the time of the tournament.

So, just before the Rugby Tournament was due to begin they aired a 30-second advertisement advertising their new product: Guinness Clear.

The campaign used slogans such as “Make it a night you’ll remember,” and “Sometimes less is more” while alluding to the brand new ingredient of H20. The campaign reached 21 million people and immediately generated global media attention, with customers confused as to whether the product was a new product, or whether it was just water – which in the end, it turned out it was.

This process of segmentation worked across multiple audiences. For existing loyal customers, they immediately flooded manufacturers with questions as to where they could purchase the product, whilst those consumers that Guinness knew were more likely to buy, but only in conjunction with the event, were also targeted with a timely reminder of their brand to be enticed once again into purchasing.

Additionally, it had the potential to acquire any new or occasional drinkers who could be won over by a creative marketing campaign.

Benefits-sought: Olay

American skincare brand Olay used benefits sought behavioral segmentation when creating its Skin Advisor. The artificial intelligence beauty tool collects data from customers by asking them five to seven quick questions about their skin. The advisor then reveals the true age of the customer’s skin, and recommend products accordingly.

By asking the customer questions based around their skincare routine, and their preferences, Olay can collate data that can influence its product development, allowing the brand to bring out products that are most sought after and most relevant to their customers.

For example, through its Skin Advisor app, Olay gleaned that a large percentage of its consumer base wanted fragrance free products. Originally, these products were not even considered by Olay’s development team, but they were then able to be actioned for manufacturing.

Olay did the same when data from the Advisor revealed that many customers were seeking Retinol based products, and the subsequent lack of Retinol products in its range was contributing to the brand losing custom. In response, Olay released Retinol 24 which has gone on to be one of the brand’s best selling products and which helped to completely transform their sales.

Loyalty-based: DavidsTea

Another behavioral segmentation example is that of DavidsTea who uses behavioral segmentation in their loyalty programs.

DavidsTea is a Canadian specialty tea seller who wanted a fun way to personalize their messaging to their most valued customers. Their timeline style emails won general applause across the internet and are ranked as one of the best email marketing examples , ever.

As the above screenshot shows, when a customer reaches a specific anniversary with the company, they receive a “look back” email that contains data such as where their first purchase took place and uses the recording of data such as their most purchased teas to give a fun, by weight, comparison.

By receiving this email the customer feels unique and valued throughout their customer journey and will be more inclined to continue purchasing.

Other types of behavioral segmentation

Whilst we have covered the four main types of behavioral segmentation, there are other strategies that encompass different behavioral segments. These include:

Segmentation based on customer journey stage

A customer’s buying journey develops in four main stages, which make up the widely known AIDA model . The AIDA model recognizes this process of deliberation as a sequence of 4 steps:

Attention: The consumer becomes aware of the brand, product, or service.
Interest: The consumer’s curiosity develops into a deeper interest.
Desire : The consumer starts imagining the product in their everyday lives.
Action : The consumer is ready to purchase.

It’s important to note the eCommerce buyer’s journey doesn’t end with the purchase. After the initial conversion follow Adoption (your customer makes repeated, regular purchases) and Advocacy (your customer becomes a loyal supporter of your brand, product, or service, frequently purchasing and actively promoting you by word of mouth, social proof, etc.).

Segmenting by the customer journey optimization opportunities gives direction to your business objectives: To pull customers into the attention stage you’ll need strong advertising campaigns, media coverage, influencer support, and all that jazz.

However, to nudge customers from desire to purchase you’ll need well-positioned USPs, clear and informative FAQs, associative product imagery, and good website UX . Not to forget that 8 in 10 customers often leave products in their cart, strong remarketing campaigns via email, SMS, or browser will also come in handy.

Our client , Vinomofo, used this type of segmentation to develop a strategy that targeted specific audiences including new, returning visitors, returning clients, and more. New visitors were served with a $15 off incentive, whereas returning clients saw premium services depending on their basket value. Check out the Vinomofo case study in full to learn about the results!

All in all, gaining a comprehensive idea of the stage your customer is in, as well as the touchpoints they interact with, allows you to provide more relevant and timely communication that can lead to higher conversion rates.

Segmentation based on engagement

Customer engagement can be categorized by three levels:

Occasional : Customers sometimes have contact with your brand, product, or service but not regularly.
Regular : Customers regularly interact with your products or services, but fail to use them to the full extent.
Intensive : Your products or services are embedded in your customer’s life and they buy from you at any opportunity.

Just like customer journey stage segmentation, grouping customers based on their engagement levels can also help you to understand the reasons why their behavior falls into the appropriate category.

For occasional customers, surveys could be a useful tool in determining whether they lack the motivation or trust to purchase. Providing regular customers with marketing material that highlights all the features of your product or service may display changes in their behavior. Those who are intensive advocates of your product or service could benefit from loyalty or reward schemes in order to retain their custom and incentivize further word-of-mouth marketing.

Use this information accordingly and adjust both your marketing messages and strategies to appeal to each segment. This will aid customer retention by dividing the relevant materials between those engaged, and those unengaged, and ultimately help to reduce churn.

Segmentation based on satisfaction

Behavioral segmentation based on satisfaction is the most straightforward of them all. Utilizing customer feedback can help you to enhance your product or service by understanding which features your customers most desire, or which could help you edge ahead of competitors.

Use marketing tools like surveys and offer incentives for completing the feedback such as a discount off of their next purchase. These will be worth it in the long run.

In conclusion

Behavioral segmentation is a vital part of any marketing strategy, and implemented in one of the above methods can display data trends and insights that you may have otherwise never have uncovered.

By understanding customer behavior you can use this to improve performance across other channels such as email marketing, SMS marketing, social media marketing, and chatbot marketing to diversify your results.

By segmenting your users by their behavioral data, you gain a more comprehensive look at how you can adjust your messaging, brand, marketing materials, and ultimately products or services in order to stay ahead of the competition and reduce your customer churn.

Behavioral segmentation FAQ:

Behavioral segmentation refers to a marketing segmentation process in which customers are divided by their behavior patterns when interacting with a business.

The four main types of behavioral segmentation are based around purchase behavior, occasion-based purchases, benefits sought, and customer loyalty.

Examples of behavioral segmentation include loyalty programs, happy hour events, survey collection, and recommendations, such as possible travel destinations, or ancillary products.

Join 1000+ brands worldwide generating more revenue with Yieldify

Learn how you can Unlock Limitless Customer Lifetime Value with CleverTap’s All-in-One Customer Engagement Platform.

See a tailored demo of CleverTap's key capabilities.
Get a walk-through of industry specific use cases.
Obtain answers to any questions about integration, go-live, and support.

Get to know CleverTap from the scratch. To book your personal product demo, fill out the form and start at your preferred date. Afterwards we will get in touch with you.

Please enter a valid work email

Please enter a valid phone number

Yes, I'd like to receive the latest news and other communications from CleverTap. You can unsubscribe anytime. For more details, go to the Privacy Policy .

By submitting this form, you agree to CleverTap's Privacy Policy Site is protected by reCAPTCHA ( Privacy | Terms )

Thank you for your interest in CleverTap

We’ll get back to you soon!

Subscribe to our blog.

Product Overview Uncover the building blocks of CleverTap customer engagement platform

Customer Data & Analytics Ingest, analyze and segment customer data

Experimentation & Optimization Unleash the winning strategy in real-time

Personalization Contextualize customer experiences in real-time

Campaign Orchestration Build omnichannel customer experiences effortlessly

Clever.AI Insightful. Empathetic. Actionable

Push Notifications

Email Automation

Mobile Channels

In-App Messaging

Web Messaging

Signed Call TM

ANALYST REPORT

Read how CleverTap is shaping the cross-channel marketing product ecosystem

Optimize App and Web Experiences Effortlessly

E-Commerce Fuel purchases and maximize order value

Subscriptions Build a loyal subscriber base

Financial Services Win trust with the most secure platform

Gaming Maximize player lifetime value

Blog Latest trends in customer engagement

Case Studies Find out how customers unlock value

Webinar Interactive sessions, seminars and more

Videos Watch Our Latest Videos and Tutorials

Podcasts Listen to Engaging and Insightful Podcasts

Guides Learn & Succeed with our In-Depth Guides

Whitepapers Thought leadership to maximize outcome

Benchmark Reports Measure up against the best

Glossary Stay current with new terms and concepts

E-books Explore Our Collection of E-Books

Events Meet us at our next live event

About Us Building lifelong customers

Partners Discover the CleverTap advantage

Media CleverTap in the news

Careers Let's work together

CSR Commitment to empowering communities

CleverTap4Good Where technology meets philanthropy

Customer Spotlight
CleverTap Elevate
Engineering
Uncategorized
Data Science
The Big Leap
CleverTap Quarterly
CleverTap Engage
CleverTap Tech

What is Behavioral Segmentation?

Published on September 17, 2024
Views 303.49k

Level up your customer engagement strategies with our monthly newsletter

Found this interesting? Share it now!

Behavioral segmentation is like having a window into your customer’s mind, allowing you to tailor your marketing efforts with pinpoint precision. Learn what behavioral segmentation is and how it can supercharge your marketing efforts.

Many people have daily habits that compel them to do the same thing day in and day out. For example, if you are a coffee drinker, you know the impulse and daily requisite of that morning ritual. As marketers, we want to understand who our metaphorical daily drinkers are and separate them from those who consume less regularly, and this is precisely where behavioral segmentation comes into play.

Behavioral segmentation isn’t about just recognizing that people have different habits, it’s about optimizing marketing campaigns to match these behavioral patterns with a particular message.

In this article, we cover the basics of behavioral segmentation and how marketers can use these strategies to reach their business goals. Continue reading for examples and tips for adding behavioral segmentation to your marketing toolbox.

Behavioral segmentation is the process of sorting and grouping customers based on the behaviors they exhibit. These behaviors include the types of products and content they consume, and the cadence of their interactions with an app, website, or business. Behavioral segmentation is the process of sorting and grouping customers based on their behaviors. These behaviors include the types of products and content they consume and the cadence of their interactions with an app, website, or business. Marketers often walk a tightrope separating psychology and business. We often bring our marketing theories of how customers will respond to a marketing campaign. Behavioral segmentation is the observation of each customer’s actions so that marketers can send their tailored messaging.

Case study – Learn how StarQuick enhanced their customer lifecycle with automated segmentation

Once mobile marketers identify users by their specific behavior, they can target messages and campaigns specifically tailored to these audiences.

Why is Behavioral Segmentation Important?

Once mobile marketers identify users by their specific behavior, they can target messages and campaigns specifically tailored to these audiences. The benefits of behavioral segmentation include:

Personalization : Behavioral segmentation doesn’t just tell you what product or service a certain group of customers likes. It helps you understand what channels they frequent and what type of messaging they respond to so you can boost your conversions.
Budget allocation: Since you know which segments spend the most and how they spend, you can better allocate your efforts to target them.
Forecasting: Looking at each segment’s patterns, you can identify trends and more effectively plan for the future.
Retention : Behavioral segmentation makes customers feel understood and looked after throughout their customer journey. This doesn’t just provide an extraordinary boost to customer satisfaction levels; it also means higher customer lifetime values and long-term revenue.

Behavioral Segmentation Examples

Acquisition, engagement, and retention are all important factors to keep in mind when analyzing customer behavior and selecting behavioral segmentation variables. Understanding the following ways your users can interact with your product will help you accomplish a sustainable and constructive behavioral segmentation strategy.

01. Purchasing and Usage Behavior

Let’s use your ride-sharing app of choice as an example. A working professional uses the service to commute to and from the office Monday through Friday. On weekends, however, the user has the extra time needed to drive, park, and walk to their destination, so they never use the service then.

Understanding this user’s behavior, the ride-sharing service could offer discounts on the weekends to encourage usage on days they normally wouldn’t use the app.

Most companies recognize the power of tracking the purchase, usage, and consumption of their product as a means of forecasting demand. Customer segmentation based on purchase behavior is essential to understanding when your marketing will be most effective.

02. Occasion Purchasing

This component of behavioral segmentation considers the timing within a customer’s life, year, or day as a determinant of purchasing.

Life milestone purchases such as an engagement ring or house; seasonal purchases like holiday decorations and gifts; and daily purchases like coffee or food are all variations of occasion purchasing.

Starbucks uses behavioral segmentation to target their regular morning customers with an incentive to get them back in for another purchase later in the day. Since these regular users will likely have an afternoon coffee on occasion, Starbucks uses email marketing and push notifications within their mobile app to offer happy hour events.

03. Benefits Sought

Other differentiating factors of behavioral segmentation are the benefits different users seek from an experience. Continuing with the Starbucks example, some customers are compelled by the convenience of ordering through the mobile app and their beverage being prepared and paid for when they come in to pick it up.

Other customers are more interested in the experience of ordering with a barista and enjoying the ambiance of a crowded coffee shop. Still, other customers may choose to avoid the barista, order online, and work for hours in the cafe. Understanding the different benefits users seek from the experience with your product or service can help you better serve each segment with that experience.

04. Customer Loyalty

One of the most important behavioral segmentation components is loyalty. Users who exhibit loyal behavior to your business should not be overlooked. Establishing a customer loyalty rewards program is one of the most common methods marketers use to reciprocate loyalty among customers. A rewards program can be as simple as a “buy 9, get the 10th free” mobile stamp card. For example, Starbucks did just that by recently changing their loyalty program to offer even faster rewards.

To build long-term user retention and loyalty among app users , loyalty should be treated like royalty.

Additional behavioral segmentation considerations include:

Customer satisfaction
Engagement level
User status

Automate your segmentation with CleverTap today!

Behavioral Segmentation Strategies

Regardless of a user’s behavior, personalization is a strategy that works well. For example, we all have an affinity towards our own names, and if marketers can learn to use this effectively, users are likely to be more receptive. Personalization can be more than just calling people by their names, though.

Your behavioral market segmentation can guide other strategies, including retargeting, targeting complementary products, marketing based on attribution, and even avoiding certain segments.

01. Retarget Desired Behaviors

Past behavior is typically a great indicator of future behavior. Although the past can never perfectly guarantee the future, it can help you make educated assumptions about what’s to come. Much like the basis of economic forecasting, marketers gain valuable insights into behavioral trends based on the consumption of users. YouTube, for example, has built a sophisticated recommendation engine that can help retarget users with similar videos they will likely find interesting. Not only the content itself but also advertisements users have previously interacted with can help guide future retargeting efforts.

02. Use Location-Based Segmentation

Another strategy is to observe location data to market to users based on their previous, current, or projected location. Geofencing is a great strategy for sending push notifications to app users when they are active in a certain location, such as within a one-mile radius of your business. Ride-sharing apps use behavioral segmentation of certain neighborhoods to forecast demand and pricing. Urban areas with a late-night bar scene, for example, require more drivers around the time bars close, and prices increase to match the demand. Ride-sharing apps also use your current location, past behavior, and time of day to predict your final destination. For example, if you are home and open the app on a Monday morning at 8:00 AM, the app might suggest your workplace as a possible destination, simplifying the user experience.

03. Price by Device

Since business is becoming less of a face-to-face experience, marketing has become more reliant on clues to piece together the customer profile puzzle. For example, using device data and understanding how these devices are purchased by different audiences. Given their hefty price tags, Apple products, for example, are typically purchased by a more affluent customer. PC computers and Android devices are less expensive and, therefore, more widely available to less affluent customers.

Understanding price sensitivity by device has allowed companies like Orbitz to show different price points to different customers based on their device.

04. Suggest Complementary Features or Products

05. Perfect Your Timing

Some users have a regimented schedule, while others are more flexible. Understanding the cadence at which users re-engage with your app can help you know when to send push notifications, email marketing material, or other messages to bring users back. Analyzing your behavioral segmentation data allows you to optimize the timing of your messaging and might reveal some valuable insights.

Let’s assume your company has localized the app for South America, but after analyzing behavioral segmentation, you realize many users are using the app in the middle of the night. Instead of sending push notifications in the early morning, when your insomnia-prone users are catching up on lost sleep from the night before, you could send push notifications shortly before midnight for the most engagement. News and media applications deeply contemplate their push notification strategy to reach the right audience at the right time. Some newsrooms argue that the lock screen should be held sacred for breaking news, while others are confident their segmentation strategies will deliver the most engaging content for each particular user.

06. Get Historical

We’ve already mentioned that past behavior is a good indicator of future behavior (okay, a few times now). Although imperfect (disclaimer, check), it can be used to predict the customer journey and allow you to guide users to their end goal faster. Google Drive is a great example of this with their “Quick Access” dashboard of commonly opened documents. This includes not only recently opened documents but also documents that are commonly opened at the time you open your Drive. Google also uses historical behavioral segmentation within their smart reply feature to predict the word you will use next in your emails. This tool uses statistical data of the words commonly used in combination with the words previously written to predict the next word or phrase. These strategies are available to companies like Google and Amazon as well as small and medium-sized enterprises. For companies with the size and scale of Google or Amazon, however, behavioral segmentation becomes a necessity to reach their widespread audiences effectively. Now that you understand the definition, examples, and strategies, you can start to plan how to use behavioral segmentation within your marketing.

Tips to Implement Behavioral Segmentation

Here are a few ways you can implement behavioral segmentation in your mobile marketing campaigns:

Remarketing campaigns based on past user behavior
Send targeted content to user segments based on interests, average order value, frequency of app use, and more.
Focus your marketing resources on users who are ready to convert.
Target high-value prospective users by understanding more about who your user base is and how they use your app.
Time your messaging campaigns for when users are most active and likely to respond favorably.
Customize messaging and delivery times based on the user’s location, native language, local events, and time zones.

Leverage Technology to Optimize Behavioral Segmentation

Once you’ve laid the groundwork for your behavioral segmentation strategy, the next step is choosing a customer engagement platform that can help you implement it. Clevertap is one of the most comprehensive behavioral segmentation tools you can use to create targeted, personalized marketing campaigns based on real-time data. CleverTap has a host of powerhouse features that can elevate your brand’s behavioral segmentation strategy, including:

Clever.AI , Clevertap’s proprietary AI, uses sophisticated machine learning algorithms to continuously analyze user behavior, identifying patterns and predicting future actions. This allows businesses to create highly personalized segments. For example, Clever.AI can automatically segment users based on their engagement frequency, recency, and monetary value, allowing brands to target high-value customers with tailored offers and at-risk users with retention campaigns.
Real-Time Data Processing: The real-time analytics provided by CleverTap ensure that businesses can act quickly on the latest user data. This immediacy is crucial for behavioral segmentation, as it allows brands to respond to user actions as they happen, enhancing engagement and conversion rates. Real-time data processing also means that segments are always up-to-date, reflecting the most current user behaviors and trends.
TesseractDB : The Tesseract database enhances CleverTap’s ability to store and analyze vast amounts of user data without limitations. This comprehensive data storage allows for deeper behavioral analysis and more accurate segmentation, as brands can access a complete user history and detailed action logs.

Harnessing the power of advanced analytics and AI to better understand and engage your customers can deploy dynamic customer segmentation with laser precision, leading to more effective marketing campaigns. This approach ensures that your messaging is always relevant and timely, enhancing customer satisfaction and driving long-term loyalty.

Want to increase mobile conversions using behavioral segments?

Behavioral Segmentation for Your Mobile Marketing

Now that you have a firm grasp of behavioral segmentation and how it’s used, you can start optimizing your users based on their behaviors. Understanding that every step of the customer journey is different for each individual customer is an important step for marketers to take. Sending the right message to the right person at the right time is no simple task. There are a lot of moving parts within your mobile marketing strategy. Behavioral segmentation is one way successful marketers can make each user’s experience feel personalized while still maintaining scale. Here are more ways implementing this segmentation strategy can impact your app’s performance:

Building knowledge of your customer base and strengthening customer relationships.
Reducing cost of mobile marketing and increasing customer lifetime value.
Analyzing insights to make crucial decisions across all functions of an organization (e.g., product enhancements, CRM, Sales, etc.). In addition, automate processes using a flexible platform that’s quick to deploy.

Implementing behavioral segmentation is like adding a secret ingredient to your marketing recipe. It ensures your messages hit the sweet spot for each customer just when they’re most receptive. With the right tools, you can harness real-time data and AI to fine-tune your outreach, making every interaction feel special. This not only wows your customers, but it dramatically fuels loyalty and long-term growth. So, level up your marketing campaigns with behavioral segmentation and watch your customer relationships flourish!

Learn more about all the segmentation strategies and tools mobile marketers are using to optimize and automate their customer segmentation .

Behavioral Segmentation
Data Insights
Segmentation