Segments Overview

This page provides a detailed explanation of segments, their use cases, and types in the HCL CDP Marketing Automation platform. Segments allow marketers to automate user targeting, reduce manual errors, and drive higher conversions through precise audience categorization.

What are Segments?

Segments are groups of users who share specific characteristics or behaviors, making them ideal for targeted marketing campaigns.

Example

XYZ Retail is launching an exclusive summer sale and wants to target users who are more likely to respond positively. To maximize engagement and conversions, they focus on the following criteria:

  • Users who purchased apparel within the last 3 months.
  • Users with a purchase value of $200 or more in a single transaction.
  • Users who engaged with the brand through email campaigns or the mobile app in the past month.

Challenges Without Segmentation

Traditional user targeting can involve several challenges:

  1. Siloed Data: Marketers often depend on data teams to retrieve user information manually, leading to delays and missed opportunities.
  2. Manual Process: Without automated segmentation, identifying and targeting new users repeatedly requires manual effort.
  3. Errors and Inefficiency: The back-and-forth between marketing and data teams introduces inaccuracies and slows campaign execution.

By leveraging HCL CDP's Marketing Automation platform, marketers can create rich audience segments automatically, ensuring timely and accurate targeting.

Why Do Marketers Need Segments?

  1. Audience Categorization: Segmentation helps group users based on their behavior, interests, and attributes, enabling personalized targeting.
  2. Omnichannel Engagement: Target specific segments across multiple marketing channels (email, SMS, push notifications, digital ads, etc.) to maximize reach and impact.
  3. Performance Insights: Generate detailed reports for each segment to analyze performance and identify high-converting audiences.

Types of Segments

Segments can be categorized based on various parameters that define user characteristics. These parameters help marketers tailor campaigns effectively.

Geographic Segmentation

Targets users based on their geographical location. Parameters include:

  • City, Region, or Country
  • Population Density
  • Postal Codes

For example, a food delivery app targets users in downtown urban areas for a special lunch promotion, as these regions have higher traffic and working professionals.

Demographic Segmentation

Categorizes users based on statistical data, such as:

  • Age, Gender, or Income
  • Family Size or Profession
  • Education Level and Ethnicity

For example, an online learning platform targets working professionals aged 25–35 with a bachelor's degree for a career advancement course.

Psychographic Segmentation

Focuses on users' intrinsic traits, such as:

  • Personality and Lifestyle
  • Values, Goals, and Beliefs
  • Habits and Interests

For example, a fitness app targets users who have shown an interest in healthy living, yoga, and meal planning for its premium fitness coaching program.

Behavioral Segmentation

Analyzes user behaviors, including decision-making, usage patterns, and loyalty. Parameters include:

  • Benefit Sought: Quality, price, or promotions.
  • Usage Rate: Low, medium, or heavy users.
  • User Status: First-time, current, or dormant users.
  • Loyalty Status: None, medium, or strong loyalty.

For example, an e-commerce platform targets loyal customers (repeat buyers with a purchase frequency of 3 times per month) for a loyalty rewards program offering cashback and exclusive deals.