Improving targeting and segmentation approaches to boost conversion

A review of the popularity and effectiveness of different CRO approaches Segmentation and targeting are so important to delivering relevant marketing messages which boost conversion, yet the research suggests that many digital marketers are leaving money on the table because they are not serious enough about segmentation and targeting. In this article, I ll describe research we commissioned to understand the effectiveness of different approaches for segmentation and targeting as part of CRO. I noticed that another recent study has shown a similar situation in the US where 76% of marketing execs say they don t target with Behavioural targeting data according to a Razorfish study. After 25 years in data-driven marketing, I’m biased, but the facts speak for themselves. The graph below is from the RedEye Whitepaper The 7 best ways to improve website conversion and sales for larger e-commerce businesses . It shows that for website conversion segmentation is more highly rated compared


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