AI Driven Customer Segmentation and Targeting Workflow Guide

AI-Driven Customer Segmentation and Targeting

1. Data Collection

1.1 Identify Data Sources

Gather data from various sources such as:

• Website analytics (Google Analytics)
• Social media platforms (Facebook Insights, Instagram Analytics)
• Customer relationship management (CRM) systems (Salesforce, HubSpot)
• Email marketing platforms (Mailchimp, Sendinblue)

1.2 Data Types

Collect both qualitative and quantitative data:

• Demographic data (age, gender, location)
• Behavioral data (purchase history, browsing patterns)
• Psychographic data (interests, lifestyle)

2. Data Processing and Cleaning

2.1 Data Normalization

Standardize data formats to ensure consistency across datasets.

2.2 Data Cleaning

Remove duplicates, correct errors, and fill in missing values using tools such as:

• Pandas (Python library)
• OpenRefine

3. Customer Segmentation

3.1 Implement AI Algorithms

Utilize machine learning algorithms to segment customers based on collected data. Examples include:

• K-means clustering for identifying distinct customer groups
• Decision trees for understanding customer preferences

3.2 AI Tools for Segmentation

Leverage AI-driven tools such as:

• Segment (customer data platform)
• BlueConic (customer data platform)

4. Targeting Strategy Development

4.1 Tailored Marketing Campaigns

Create personalized marketing campaigns for each customer segment using insights gained from AI analysis.

4.2 AI Tools for Campaign Management

Utilize tools to automate and optimize campaigns:

• AdRoll (retargeting and prospecting)
• HubSpot (inbound marketing automation)

5. Performance Analysis

5.1 Monitor Campaign Effectiveness

Use AI analytics tools to assess campaign performance based on key metrics:

• Conversion rates
• Customer engagement levels
• Return on investment (ROI)

5.2 Continuous Improvement

Implement feedback loops to refine segmentation and targeting strategies based on performance data.

6. Reporting and Insights

6.1 Generate Reports

Create comprehensive reports that summarize findings and insights from the segmentation and targeting efforts.

6.2 Stakeholder Presentation

Present findings to stakeholders using visualization tools such as:

• Tableau
• Google Data Studio