Infographic: How To Segment First-party Audiences for Every Funnel Stage

There is a marketing application for first-party customer data at every stage of the funnel as long as you have the tools. When you’re able to capture first-party data from your website, e-commerce platform, CRM, and all other relevant sources, you can create customer segments for campaigns of all types.

Let’s follow the steps through the funnel and go through some examples.

1. Prospecting
The best way to make sure you reach potential customers is to find people who are similar to your best current customers. Use strategic segments of high-value customers as seeds for lookalike audiences to reach the right audiences.

2. Consideration
Once you’ve begun feeding the top of your funnel, it’s time to start optimizing. Capture buyer intent from real-time website visitors to improve the quality of your remarketing segments.

3. Retention
You can nurture first-time customers and loyal shoppers alike using RFM segments. Use RFM segments and next purchase date predictions to make re-engagement campaigns timely and relevant for each shopper.

4. Reactivation
You can also use next purchase predictions to know when a customer has most likely churned. Identify customers who have churned or are at risk of churning and win them back.

And of course, while you are using your retention campaigns to nurture high-value customers, you can also cultivate high-quality seed audiences for lookalike modeling to keep feeding the top of your funnel.