Customer segmentation is the process of dividing a customer base into smaller groups based on shared characteristics, such as demographics, interests, behaviors, or needs. The goal of customer segmentation is to better understand and target specific groups of customers, and to tailor marketing efforts and products to these groups in a more personalized and effective way.
Ad networks often let you create segments based on demography, geolocation and interests. Engage lets you build segments based on granular events and visitor activities, such as products viewed or added to cart, videos played or forms submitted. Tailor the segment for which you like to run marketing campaigns and keep them updated during the entire campaign.
Keep your segments in sync and optimize your ROAS (Return On Ad Spend) using up to date segments in your campaigns. Engage let you define very specific segments for narrow targeting, but this often means that a customer should be in that segment only from the moment one event is taken and only up to the moment the next event action is performed. Hence, we need to be able to update segments automatically as new events occurs.
Similar to above, Engage also enables suppression of individual customers as actions are performed. Typical examples are to stop showing advertisement to a customer that performed a purchase, or to stop tracking a user that declined the cookie consent popup. All of which are made possible with our automated segment synchronization feature.
Due to Apple's iOS 14 update, GDPR, CCPA and other privacy regulations, platforms like Meta (Facebook) and Google are changing how they collect and store data. This has a negative impact on the audience match rates on those platforms. In short, this means that for example the data collected from the Pixel is now less likely to be usable to match the user to a Facebook user, which in turn makes it harder to target that user.
Using first party data (collected via Engage) we can send segments to the ads networks with more, better and more reliable data for the network to use to match it to its users. The result is better audience matching, more targeted campaigns and higher ROAS.
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