The Ultimate Guide to Ecommerce Customer Segmentation

11. Finally, analyze the results of your customer segmentation campaigns

One of the most important steps that busy store owners (understandably) skip is taking the time to reflect on their experience with customer segmentation to gather a fuller understanding of why and how smart segmentation can positively impact their bottom line. The more an Ecommerce entrepreneur can quantify the ROI of his or her segmentation efforts, the more he or she will continue to allocate resources towards future segmentation campaigns.

“Roughly half of all Ecommerce store owners cannot correctly identify their most important and most profitable customer segments.”

In our 2016 customer segmentation survey, we asked respondents to select which customer segments they believed were most important for their business and which ones were the most profitable. What we discovered was a major gap in their understanding of who their best customers were and why.

• 52.78% of individuals who were confident they knew which customer segment was most important for their business also responded that they were unsure of which one was their most profitable. That’s frightening.
• Furthermore, there is a huge misalignment between what people believe is their most important and most profitable customer segment. In fact, 48.02% of store owners chose differently for both.

After you implement your customer segmentation strategy, be sure to budget resources towards analyzing the results and optimizing your future efforts. There should be no confusion between your most important and most profitable customer segments. The key to ongoing success among any marketing efforts is measurement and constant improvement. Budget time each month to review your progress and identify ways to upgrade your customer segmentation campaigns.

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