Segmentation is the strategy of organizing your visitors into cohorts of commonly shared attributes so you can deliver relevant content through personalization. Those attributes can reflect demographic information, on-site behaviour, and purchase behaviour. Combine all that with machine learning and predictive data models for the best possible user experience.

How does segmentation work?

In the distant past, organizations would segment their audiences manually based on demographics and historical purchase behaviour. Those segments would receive offers and messaging that was most in line with how they like to be sold. And selling the right offer to the right audience with the right messaging proved to be a winning strategy to increase profitability.

When the age of ecommerce began, brands improved on this proven strategy. They would combine the information they had about their customers from in-store purchases with data collected from their websites, from surveys, and what they had in their CRMs. This allowed for a higher degree of personalization in digital advertising, email marketing, and web-based experiences.

Now, with software like Coveo, personalization starts from the very first touchpoint and continues through every stage of the customer journey. By analyzing user data with machine learning and feeding it into predictive data models, Coveo’s ecommerce technology supports each of your customers on a one-to-one level. Relevant content like product recommendations, product badging, and predictive search are automatically served to your customers to provide the best possible web experience. And that typically results in higher conversions, higher average order values, and more return customers.

Click here to see how you can leverage Coveo for your brand.

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