How to Build Digital Marketing Segments
Gartner’s three-part series explores how to use segments, personas and buying journeys to create exceptional customer experiences.
Jessica, a “do-it-yourselfer,” prefers to tackle her tax preparation on her own. Kim, on the other hand, is more of a “do-it-for-me” and wants the help of her tax preparation company. Both of these women fall into marketing segments created by H&R Block that help the company target more precise media and content with its digital advertising. When you set out to create audience segments, first define your brand’s goals and specify customer attributes before diving into statistical analysis of your data.
The complete article can be found on Smarter With Gartner website.
Gartner for Marketing Leaders clients can read more in the reports, How to Build Segments and Personas for Digital Marketing by Martin Kihn; Use Personas to Drive Exceptional Customer Experiences by Jake Sorofman and Brian Prentice; How to Design Customer Experiences Using Persona-Driven Buying Journeys by Jake Sorofman.