Align Objectives to the Appropriate Audience

Once you have defined a clear goal, it is important to align it with the appropriate audience at the right time in their customer journey through the conversion funnel.

Define High-Level Segments

You likely don't have just one target audience. You have many. While each customer experience should be unique, it is important to organize and categorize the varied individuals who interact with your brand into segments in order to deliver the right message to them. You can determine your audience's demographics, choices, and interest by analyzing each segment likely to interact with your brand based on historical data and industry standard data and by identifying key aspects of their commonality.

'Listening' with Collect Data Actions

Collect Data actions allow you to unobtrusively identify key aspects of an audience for categorization and ultimately for testing and personalization. Add a Collect Data action to the WHAT part of a Monetate experience.

Callout of the WHAT settings of a Web experience that shows it configured with a Data Collect action, as seen in an old version of the Monetate user interface

You can make some broad categorizations about your customers within a few simple interactions on your site:

  • Are they a new or returning visitor?
  • Are they logged in or logged out?
  • What type of device are they using?
  • Where are they located geographically?

Use these details to create audience segments that you can use in the WHO part of an experiences.

The WHO configuration of a 'New Visitor Sale' Web experience that shows it targets new visitors from Philadelphia accessing the retailer's site on a mobile phone, as seen in an old version of the Monetate user interface

Scratching the Surface

Keep in mind that everything presented in the methodology training materials is only the baseline for the strategic approach you can take within Monetate. The Strategy and Insights team is here to help develop a personalized approach to your specific business goals. For more information, contact your Client Success Manager.