The importance of precise segmentation
Posted: Sun Dec 15, 2024 6:00 am
There are many episodes in history in which catastrophic decisions were made due to a misinterpretation of the available information or by being guided by perceptions. Antonio Gala wrote a novel about one of these episodes in The Crimson Manuscript , when Boabdil, the Nasrid monarch, believed that the Catholic kings were not going to attack his last stronghold because of his "good behaviour" in having ceded the rest of the kingdom with hardly any fighting, despite the fact that the information from the spies left no room for doubt.
Faulty data analysis or interpretation of perceptions?
Something similar happens in the marketing world. Often, not all data is analysed or analysed in detail. It is a problem with the world we live in, everything moves too fast. The problem comes when perceptions are based on incomplete, insufficient or non-significant data and you are not aware of it. I will give an example. A few days ago I was asked for a sample for a campaign. We spoke with the client to recommend what we understood to be a more appropriate approach. We were unable to convince him. Clearly, his campaign was aimed at a very specific segment of the population, but he distorted the sample by expanding the universe…
The key to a successful campaign lies in the personalization of the selection. And personalization is achieved through adequate segmentation and/or a deep knowledge of your client. Campaigns that bulk sms south africa are not well segmented reach clients with no interest, with some interest and of course reach many others who are very interested, but in the end, if you do the analysis with the responses from all the data, you are incorporating noise into the analysis, and that noise causes you to make wrong decisions and your perception does not fully fit reality. …the client in question did a telemarketing, and of course, the results were, let's say, not very interesting. He had the perception that the sample was bad… Part of the erroneous perception is given by an inadequate segmentation but also by an incomplete analysis of the data.
It is essential to thoroughly analyze the positive results of a campaign to identify patterns of behavior in the sample. These patterns will lead us to the gold vein of the “twins.” The dream of every marketing director! …'Jesus, you have given me a very bad sample,' was the first thing I heard the next day. I asked him for the data he had collected from the campaign. We analyzed it. It turned out that the response had been very good in the non-expanded part of the sample, and not so good in the expanded part. 'Antonio, I have a new sample for you'…
Managing databases for marketing requires building a custom file with enough parameters to be able to find those cufflinks that you know will give a good result in a new campaign, this time almost personalized. Obviously it requires more time, more analysis and more money, but it also brings greater satisfaction and above all a better commercial response. …'It worked wonderfully, Jesus!', 'I told you so'. Antonio Pérez, Secretary of State of Philip II, analyzed the data coldly and decided, first, to escape from prison and then, from the country, with certain compromising papers as a safeguard against the evil intentions of his king, as Gala tells us in El pedestal de las estatuas .
Faulty data analysis or interpretation of perceptions?
Something similar happens in the marketing world. Often, not all data is analysed or analysed in detail. It is a problem with the world we live in, everything moves too fast. The problem comes when perceptions are based on incomplete, insufficient or non-significant data and you are not aware of it. I will give an example. A few days ago I was asked for a sample for a campaign. We spoke with the client to recommend what we understood to be a more appropriate approach. We were unable to convince him. Clearly, his campaign was aimed at a very specific segment of the population, but he distorted the sample by expanding the universe…
The key to a successful campaign lies in the personalization of the selection. And personalization is achieved through adequate segmentation and/or a deep knowledge of your client. Campaigns that bulk sms south africa are not well segmented reach clients with no interest, with some interest and of course reach many others who are very interested, but in the end, if you do the analysis with the responses from all the data, you are incorporating noise into the analysis, and that noise causes you to make wrong decisions and your perception does not fully fit reality. …the client in question did a telemarketing, and of course, the results were, let's say, not very interesting. He had the perception that the sample was bad… Part of the erroneous perception is given by an inadequate segmentation but also by an incomplete analysis of the data.
It is essential to thoroughly analyze the positive results of a campaign to identify patterns of behavior in the sample. These patterns will lead us to the gold vein of the “twins.” The dream of every marketing director! …'Jesus, you have given me a very bad sample,' was the first thing I heard the next day. I asked him for the data he had collected from the campaign. We analyzed it. It turned out that the response had been very good in the non-expanded part of the sample, and not so good in the expanded part. 'Antonio, I have a new sample for you'…
Managing databases for marketing requires building a custom file with enough parameters to be able to find those cufflinks that you know will give a good result in a new campaign, this time almost personalized. Obviously it requires more time, more analysis and more money, but it also brings greater satisfaction and above all a better commercial response. …'It worked wonderfully, Jesus!', 'I told you so'. Antonio Pérez, Secretary of State of Philip II, analyzed the data coldly and decided, first, to escape from prison and then, from the country, with certain compromising papers as a safeguard against the evil intentions of his king, as Gala tells us in El pedestal de las estatuas .