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  • Lars-Erik Aabech 349 posts 1098 karma points MVP 5x c-trib
    Oct 05, 2020 @ 07:49
    Lars-Erik Aabech
    0

    Timeframes for segmentation?

    Hi,

    Just wanted to note the idea that was touched upon in the chat at DF20.
    Setting a timeframe (for instance n weeks) for customer journey scoring in segments is something that would bring a lot of value.
    A lot of businesses have return customers, retaining, ambassadors etc.
    If you've spent a whole lot of time in the awareness steps and then only had one purchase / contact (that indeed converted), you would still weigh a lot in the awareness phase.
    Having a timeframe would sooner or later remove the need and you would become a "customer" instead of an "opportunity" if those are the segments.
    I would presume this is a fairly simple addition to the segmentation?

    Lars-Erik

  • [email protected] 395 posts 2060 karma points MVP 5x c-trib
    Oct 09, 2020 @ 06:33
    jeffrey@umarketingsuite.com
    1

    Hi Lars-Erik,

    thank you for this post and yes we will definitely add something like this to the package. Probably in the sprint of november 2020.

    I'm still thinking about the exact specs and I hope I can borrow your thoughts for a moment:

    • Should we do this on a global level? One setting where you specify the time period the personalization algorithm should look at (for example "Last 4 weeks")
      • Or should that be done on a page level where you score your content against the persona's (score last 3 page visits, or last 3 weeks, or to a max of 20 points?)
      • And how about the referral scoring? In the same way?

    I think I'm pondering about a subtle balance without making it to confusing...

    And I do think this only applies to the implicit personalization:

    enter image description here

    Or actually the input to these parameters....

    Hope you can share your thoughts,

    Jeffrey

    enter image description here

  • Lars-Erik Aabech 349 posts 1098 karma points MVP 5x c-trib
    Oct 09, 2020 @ 07:02
    Lars-Erik Aabech
    0

    Sounds great!

    I've been having a global setting in mind for now. IE. 4-5 weeks.
    I don't think doing it per page would add much value.
    But having an option to additionally customize segments further sounds like an interesting feature. However I'm curious how all this would affect performance, and I guess doing it per segment would add another screwball with regards to that. At least for the realtime analytics of the user. If you solve that it's just super. :D

    Regarding referral scoring, I think referrals have a more one-to-one relation to conversion. "First referral ever", "Referral that caused this conversion" and "Campaign referral that caused this conversion". So not really relevant with "relative time".

    Runtime personalization is one thing. The biggest gain we would get from this however is for identified users, eg. those who have already converted once. (Given us their e-mail address)
    We can continuously send the data to our CRM/marketing automation system. There we can use information like "almost ready to buy" to generate emails like "here's a 10% discount voucher". People who have converted can get "here's what you can expect" e-mails etc.
    Long time customers get loyalty building e-mails...

    You get the drift. :D (I'm not a marketer, so I'm just emulating colleagues here)

    Super excited and KUTGW!
    Passing this by some colleagues as well to see about more thoughts.

    Lars-Erik

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