Demographic Segmentation Still Rules

Author:

Al Urbanski

Source:

Despite all the lip service being paid to behavioral targeting, segmenting by age, gender, and income still pays the biggest dividends in targeted marketing campaigns, according to marketers responding to a new survey.
Demographic segmentation of their email marketing efforts returned the best results, said 39% of the nearly 300 enterprise-level marketers surveyed by Lyris for its 2012 Digital Optimizer Survey. The next most effective segmentations were purchase history (28%), open rates (26%), and click-through rates (25%).

The methods direct marketers use to evaluate what's effective could be called into question, however. Half of them said they tested 25% or less of their campaigns, with 10% admitting to doing no testing at all.

Even so, corporate silos still block the way to better marketing through Big Data...