Behavioral Segmentation: An Infusion of Interaction and transactional data

by: Heather Todd & Selena Fowler

Fact: Over 46% of people read blog posts on their mobile device.

That’s quite a large proportion of the population, and in today’s on-the-go digital environment it’s a statistical fact we can’t ignore, particularly when it comes to marketing and communications.

Recency, Frequency and Monetary (RFM) direct marketing/behavioral segmentation and analysis has been a powerful method/ formula to identify, target, and score prospects and donors based on transaction history. But equally important are levels of engagement, constituent habits, and the cadence of their interactions with an app, website, or organization.




So why is segmentation so important? Well, segmentation is a grouping tool that allows us to send targeted communications. And there’s nothing quite like making each individual constituent feel like the interaction they’re part of is meaningful, authentic, and worthy of their time and hopefully their money.

Targeting communication allows us to personalize, predict and prioritize our contact with the constituent. Those of you who work in Higher Ed are very aware that the online interactions your young alums have with the University through social media, are a great place to start when it comes to predicting interest and intent. There are many software options out there that can help you identify the success of your Facebook and Instagram posts by measuring the interactions of individuals to your posts and photos; software that identifies the most engaged users from their online behavior.

By tailoring your communications to their interests and likes, you reach for a higher level of success because behavioral segmentation allows you to target constituents at a more refined level than the previous broad category approach, leading to an improvement in messaging accuracy.

Acquisition, engagement, and retention are all important factors to keep in mind when analyzing constituent/donor behavior. Understanding the ways your users can interact with your organization will help you accomplish a sustainable and constructive behavioral segmentation strategy.

Take your Facebook page as an example, it’s a great place to test out a story. If your audience is engaged you’ll be able to judge by the number of “likes” or the number of clicks of a hyperlink whether it might lead to a great marketing email. And data analysis like this goes hand-in-hand with Predictive marketing, or looking to the future. Determining what strategies work with each of your segments will lead to greater success.

Contact BrightVine Solutions today, to assist with your multi-channel marketing strategy.