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10.4.2 Marketing: Customer SegmentsA customer segment incorporates registration information, demographics, address information, customer culture, purchase history, and other miscellaneous attributes that define a dynamic group of customers or accounts. Customer segments serve as targets for advertising, promotions, and suggestive selling. You must create customer segments before creating campaigns. Segments are considered dynamic because customers belong to them based on their personal data and purchase history, both of which may change. For example, you might create segments based on a customer's registration status. If you create a segment that requires customers to be registered to qualify, an unregistered customer will be excluded. If that same customer registers at a later date, they would then become a member of that target segment, and would continue to be a member until the segment is deleted. Customer segments also support static criteria. You can explicitly include or exclude particular customers or accounts, which overrides any defined dynamic criteria. In this way, for example, you can include a customer in a segment that they would otherwise not match, or exclude an account from a segment that it would otherwise match. |
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