Customer Segmentation

There are several types of segmentation strategies that can allow for greater customer understanding. Usually, our clients start with segmentation that generates business-relevant clusters/cohorts to create strategies and goals around, as well as actively manage for activation. The next level of segmentation is to provide real-time, tailored experiences to customers on a personalised level, incorporating a multitude of user traits such as readiness, intent and interest.

You can create customer segments based on predefined attributes that can be synced into marketing platforms and used for audience creation or targeting. These segments of customers can then easily be paired with an ad.  Also to be used for your owned channels such as email. Here are a few examples of such segments:

• stage in the journey
• online spenders
• loyal customers
• discount vs full-priced shoppers
• shoppers interested in specific product categories
• high-value customers likely to churn
• heavy browsers that don’t log in 
• guest shoppers.

Self-service analytics/ Democratising data

The technology and governance options are available to every organization from start-ups to enterprises thanks to the rise of serverless native cloud computing. The ‘pay as you go’, flat-fee options that Google Cloud is offering, and the pay-per-user fee of data platforms such as Looker make data democratization more accessible and affordable. 

To become data-driven, it is imperative to distribute information across all working teams to gain a competitive advantage. The more people with diverse expertise and the ability to access the data quickly and easily, the more they can identify and take action on critical business insights. Besides, most companies are thriving to be customer-centric since the consumer is curious, demanding, and impatient. It's time to make your data work for you!

Another driver is privacy and security compliance that is assured by most data visualization vendors such as Looker, Google, and the way Crystalloids engineers the technology. Crystalloids implement Customer Data Platform functionalities on Google Cloud to deliver you the insights and integrations you need to support both analytics and real-time transactions. Looker can be put virtually on top of Google Big Query as an interface for dashboarding and sharing actions.