Value of Prospect Segmentation Online


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As more and more organizations want to extend their reach using Digital marketing, the biggest challenge they face is “how to handle anonymous users”. Most organizations rely on cookie mechanism for identifying visitors and as users are increasingly deleting their cookies, typically 75% of the visitor traffic is anonymous visitors or first time visitors. This implies that organizations must develop a data collection, segmentation and targeting strategy for anonymous online visitors.

A lot of anonymous data can be collected based on user’s browser header and using the URL parameters. This data usually provides rich insight into the user behavior and affinity online. This data is also very valuable in understanding the performance of the different campaigns in place that are driving visitors to your site.

Anonymous data can then be supplemented with enhancement demographic data to provide a rich data set that will allow for prospect segmentation. This in conjunction with customer data can be used to drive a rich segmentation and targeting for prospects and will also allow for creating micro segments within the anonymous visitors.  More and more organizations are also using “look-alike” modeling to create very sophisticated prospect micro segments.

From a business perspective, this is a tremendous opportunity for marketers to leverage targeted offers to prospects or anonymous visitors which could lead to incremental business benefits.

Republished with author's permission from original post.


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