Behaviour segmentation

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• web journey based on behavior segmentation for the objective of Acquisition, Activation, Conversion, Cross-Sell and Up-
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Behavioral Segmentation
• Behavioral Segmentation is a form of customer segmentation that is based on patterns of behavior displayed
by customers as they interact with a company/brand or make a purchasing decision. It allows businesses to
divide customers into groups according to their knowledge of, attitude towards, use of, or response to a
product, service or brand.
• The objective is to identify customer segments that enable you to understand how to address the particular
needs or desires of a group of customers, discover opportunities to optimize their customer journeys, and
quantify their potential value to your business.

Why Segment Customers by Behavior?

Here are four main advantages of grouping customers into different segments based on their behaviors:
• Personalization. Understand how different groups of customers should be targeted with different offers, at the
most appropriate times through their preferred channels, to effectively help them advance towards successful
outcomes in their journeys.
• Predictive. Use historical behavioral patterns to predict and influence future customer behaviors and outcomes.
• Prioritization. Make smarter decisions on how to best allocate time, budget and resources by identifying high-value
customer segments and initiatives with the greatest potential business impact.
• Performance. Monitor growth patterns and changes in key customer segments over time to gauge business health
and track performance against goals. At a high level, this means quantifying the size and value of customer
segments, and tracking how “positive” and “negative” segments are growing or shrinking over time.
TYPES
1. Purchasing behavior
2. Benefits sought
3. Customer journey stage
4. Usage
5. Occasion or timing
6. Customer Satisfaction
7. Customer Loyalty
8. Interest
9. Engagement-level
10. User status
Purchasing Behavior
• Purchase behavior-based segmentation is about identifying trends in how different customers behave during the process
of making a purchase decision.
Purchasing behavior can help us understand:
• How different customers approach the purchase decision
• The complexity and difficulty of the purchasing process
• The role the customer plays in the purchasing process
• Important barriers along the path to purchase
• Which behaviors are most and least predictive of a customer making a purchase
Predictive Behavioral Segments
There are two common ways to use past behavior to predict future outcomes:
• Using past purchases to predict future purchases
• Using behaviour along the path-to-purchase to predict the likelihood of completing a
purchase
The “Price-conscious” buyer is a bargain hunter looking for the lowest possible price.
The “Smart” buyer is a thorough, meticulous researcher who wants to understand every intricate factor, before
committing to any single one.
The “Risk-averse” buyer is a cautious, economically-careful shopper, who struggles to pull the trigger on a
purchase without the proper insurance, such as a good, hassle-free return policy.
The “Needs-proof” buyer is a shopper who needs confirmation that the product is popular and backed up by
claims of her peers.
The “I’ll get it later” buyer is a shopper who lacks urgency.
The “Persuadable” buyer is an impulse shopper that is highly susceptible to cross-sell offers