Demographic segmentation

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Segmenting your database means first of all understanding how to organize your contacts.

Geographic segmentation
In this case, our goal is to divide users based on their city of residence or the places where they travel most frequently, for example for business trips. This can allow us to make targeted communications on cities, regions, countries and even postcodes .
We therefore remember the importance of personalizing communications and timeliness: sending a communication about winter coats may make sense if the user is living in northern Italy at that time, but not if we discover that he has moved to a tropical country.

Demographic segmentation is usually the most popular and allows you to target people by age, gender, marital status, income, education, and household information.

In the B2B context, information related to the job position is also added, such as the reference company, qualification and product sector.

Demographic segmentation is still very important : just think of chinese student data the whole debate that today revolves around the need to personalize communication with respect to different generational targets.

Behavioral Segmentation
We are not just talking about purchases. Behavioral segmentation must take into consideration both the attitude to consumption and the availability of the user in the daily relationship with the brand . Mapping, analyzing and re-clustering behaviors is the heart of a database segmentation strategy because it allows us to build personalized communications in line with the needs of our customers, both by proposing the right product at the right time, or simply by providing content that may be of particular interest at that precise moment in the user's life.

Psychographic segmentation
Psychographic segmentation falls into the macro category of behavioral segmentation. It is a specific in-depth analysis of the tastes, passions, preferences, and needs of the individual that are often highlighted through the analysis of the user's "free" behavior, in the voluntary exploration of content and in the analysis of the reaction to the administered stimuli, but also through specific targeted surveys, which allow us to investigate relevant aspects of the user's life, for subsequent communication, marketing or business actions.