James Collins says, “Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.

This is crucial information in a world where paths to conversion are so complex.

Ultimately, being shrewd about how you segment your marketing data gives you the opportunity to become more effective at targeting the right people at the right time.

Here, I share just some of the ways you can use attribution and segmentation to unlock even more value from your marketing efforts.

Understand the journeys of converting and non-converting users

As the name suggests, the data captured by traditional CRM systems is based on customers: On people who have completed a conversion.

However, there will always be far more people browsing your products and services only to walk away.

It’s here, in these non-converting journeys, that marketers are able to uncover where their efforts are falling flat”.

How to combine attribution and segmentation data to achieve marketing success

Econsultancy

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