Customer Journey-based Segmentation with Insights
At our recent I ♥ APIs 2014 conference, we released a new version of Apigee Insights, our big data predictive analytics platform powered by GRASP (graph and sequence processing): Apigee’s unique time-sequenced graph analytics on Hadoop. In an earlier blog post, we covered the major elements of this release: enabling developers to use predictive analytics to build adaptive apps, customer journey analytics, and more.
We’d like to highlight one new Insights capability: customer journey-based segmentation. It provides a powerful new approach to targeting customers with more useful and relevant recommendations and offers.
To understand why we’re so excited about this, it helps to understand a marketer’s life without this capability.
Most segmentation tools are based on discrete attributes. For example, you might create a segment that includes all men between 25 and 54 years old who earn over $100,000 and live in San Jose, Calif. You might even layer in a few behavioral attributes, such as the number of visits to your website in the past month. Based on these attributes, your segmentation tool would provide you a list of customers matching your criteria.
What missing in this scenario is the sequence of these interactions, or, in other words, the journey the customers have followed thus far.
Knowing each customer’s journey, as well as common interactions and influences that result in successful journeys, enables you to uncover hidden behavior patterns. This isn't possible by just analyzing profile data. The segments you build are then based not just on discrete attributes, but on the journey customers have followed. You can then use these customer journey-based segments to target customers with offers and recommendations that fit their existing journey, extend it in a way that makes sense, and keep them engaged and loyal.
For example, you can build a segment that only includes women in the age group 25-44 who earn over $100,000 and who received an email offer about women's bags, then visited your retail store, then viewed details about those bags on your mobile app—in that order. This could signal an interest in bags but a hesitation to purchase, and presents you an opportunity to target this segment with an offer that accelerates conversion.
Improve targeting effectiveness with customer journey-based segmentation