Two Fantastic Examples of Customer Segmentation

In this clip from our eLearning series, Allison Hartsoe, CEO of Ambition Data, shows you two real-world examples of customer segmentation from the banking industry and the Ecommerce industry.

Should customer segmentation be transparent?

Normally customer segmentation is buried deep within a company's data base. The company usually uses this data to segment their customers internally to determine the types of communication each customer receives. But the State Bank of India  is transparent with the way they segment their customers. They make it incredibly clear to their customers the types of benefits they will receive when they live under different categories.

Take a look at the example below to get a sense of how clear SBI is with their customer-facing messaging around segmentation. 

SBI customer segmentation

SBI online. (n.d.). Retrieved March 07, 2021, from https://retail.onlinesbi.com/sbijava/customer-segment-silver.html

Exploring an example of customer segmentation in ecommerce

In the infographic below, you'll see how an ecommerce company was able to segment customers by CLV to understand how these customers responded to an email marketing campaign.

Customers are segmented across 4 categories in this example

Each segment was sent an email marketing campaign for a weekend sale

The Platinum segment - the ones who were predicted to spend the most out of all four segments - had a higher response rate and were 60x more likely to make a purchase

This example shows you hw segmenting customers by CLV can help you create effective marketing campaigns based on your customer segments.