Target right audience based on signals from earlier campaigns

Business value

Understanding how customers interact and engage with your marketing efforts is crucial to refine your strategies. These interactions provide essential clues about how customers respond to your campaigns, allowing you to improve engagement. With Customer Insights, you can enable users to create segments that are based on customer data as well as marketing engagement data with no need to set up data pipelines between your marketing system and your customer data platform.

This enables, for example, marketers to generate a segment of loyal customers, based on high predicted lifetime value scores and a high marketing engagement rate. Similarly, sales representatives can gain more accurate insights into purchase intent based on engagement data from current campaigns. Finally, you can easily accomplish retargeting scenarios, advertising to customers on major platforms if they don't engage with your messages, consequently increasing their conversion rates.

Feature details

Use behavioral data collected by Customer Insights - Journeys in Customer Insights - Data for to create segments and measures. Interaction data such as email opened or link clicked is available without any extra steps.

• Easily discover and use marketing interactions while creating segments, enhancing the personalization of engagement strategies.
• Create powerful customer measures with interaction data along with any other data you bring into Customer Insights - Data.
• Identify customers who aren't engaging with emails and create a retargeting strategy.
• Use unification to get a more accurate and complete view of your customers’ interactions. Unified customer profiles based on multiple contacts combine their interaction data and give you insights about the person and how you interact with them.

For example, a marketing manager for an online retail store runs an email marketing campaign. Each month, they email customers who spent $100 or more and offer them a 5 percent discount coupon. While the campaign had a high email open rate, only a few customers opened the coupon link. So they want to contact those who opened the email with a more enticing 10 percent discount.

With Customer Insights, the interaction data from your previous campaign flows seamlessly into the platform, allowing you to refine your target audience to only include customers who opened the email. By focusing on those who showed interest, you increase the likelihood of turning that interest into actual purchases.