As marketers, we know that segmenting your customers is essential if you are to successfully serve them with relevant and timely updates and offers. However, this is often easier said than done, depending on the number of data management systems you use and what information you hold about your customers in each.

With Horizon, you can consolidate all of your data into a single customer view and create segments based on any of the data fields. The benefits of segmenting based on simple customer data and demographics are easy to see and usually achievable for most businesses. But what if you want to take it a step further, creating groups based on customer interests and preferences? How can you achieve this if your customers aren’t willing to tell you what they like?

An essential part of the Horizon functionality is the ability to segment on link category clicks which enables you to gather behavourial data or better known as inferred preferences. Check out our short video to see how it’s done…

 
Key takeaways:

  • Just starting out with segmentation? Use customer data such as gender, age group, and location to build basic segments first.
  • Preference and interest data is the next stage, and will help you send relevant offers in a timely manner.
  • If you’ve got limited information on your customers, gathering behavioural data is essential to ensuring your communications maintain their relevancy.
  • You can collect behavioural data in Horizon by adding link categories to your emails to identify the types of content customers are clicking on – for example, a particular brand or category of product / service.
  • Once you’ve got your link category data, you can combine your known and inferred preference groups together to create more relevant segments.