Demographic Segmentation Still Rules

Al Urbanski

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...

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