Athos Commerce sends data to multiple platforms — data that can be used to create personalized segments for your messaging campaigns. The data fields provided can be leveraged to target specific groups. Because Athos is already tracking and calculating multiple metrics on each registered customer, we are able to append that data to the preferred platform's customer records so it can be used for segmentation purposes.
Segments can be defined based on customer attributes or behaviors.
The value of segmentation
Segmentation is utilized to increase precision, thus improving the targeting of specific items to specific customers. Segments can also be used as triggers for automated campaigns.
Leverage this customer-specific knowledge to increase brand loyalty, focus sales on a specific product category, and create personalized experiences that align with customers' specific needs and seasonal shopping behavior. Target previous customers with email campaigns based on their purchases, views, and previous order history to foster a sense of connection and loyalty. All of these factors increase engagement, drive higher conversion rates, and maximize sales.
The integration between Athos and the preferred platform allows you to build more effective, personalized email campaigns using detailed customer data that Athos collects. By leveraging this data in the preferred platform, you can create highly targeted segments and send specific emails and SMS messages that match what your customers are looking for, resulting in several key benefits:
- Higher engagement and conversions = Use data points like past purchases, favorite brands, and browsing behavior to create more relevant and tailored segments. This approach increases the chances that customers will engage with your messages and make a purchase.
- Stronger brand loyalty = By segmenting customers based on their brand preferences and purchase history, you can send exclusive promotions, highlight new arrivals from their favorite brands, and recognize their loyalty, which helps strengthen your relationship with them.
- Maximized sales with personalized recommendations = Athos’ data helps you to recommend products that match customers’ preferences, seasonal interests, and shopping patterns. For example, you can target customers who showed interest in a specific category or visited a particular page without purchasing. This makes it easier to convert them into buyers, boosting overall sales.
- Improved customer lifecycle management = You can use segmentation to target customers based on where they are in their journey. For new customers, you can send welcome emails; for regular shoppers, you can suggest complementary products; and for inactive customers, you can offer special discounts to bring them back. This helps you manage the customer relationship at every stage.
- Effective geographic and demographic targeting = By combining the preferred platform’s location and demographic data with Athos’ insights, you can send emails that are tailored to specific groups. For example, you can use location to target customers with weather-appropriate products or use demographic data to tailor your messaging style, ensuring the campaign resonates with each segment.
This integration lets you shift from generic messaging to highly personalized, data-driven campaigns that lead to better engagement, stronger customer connections, and increased sales.
What data is uploaded?
Below are the data fields sent to the preferred platform; each field is prepended with ss_ to associate it with Athos:
ss_AOVLast30Days
ss_AOVLast6Months
ss_AOVPrevious30Days
ss_AOVPrevious6Months
ss_ConversionCountLast30Days
ss_ConversionCountLast6Months
ss_ConversionSessionCountLast30Days
ss_ConversionSessionCountLast6Months
ss_LifetimeValue
ss_OrderCountLast30Days
ss_OrderCountLast3Months
ss_OrderCountLast3to6Months
ss_OrderCountTotal
ss_PreferredBrands
ss_PreferredCategories
ss_PurchaseCountLast30Days
ss_PurchaseCountLast3Months
ss_PurchaseCountLast3to6Months
ss_PurchaseCountTotal
ss_PurchaseDateLatest
ss_PurchaseDateOldest
ss_PurchaseValueLast30Days
ss_PurchaseValueLast3Months
ss_PurchaseValueLast3to6Months
ss_PurchaseValueTotal
ss_SessionCountLast30Days
ss_SessionCountLast3Months
ss_SessionCountLast3to6Months
ss_SessionCountTotal
ss_SessionCountWithOrder
ss_ViewCountLast30Days
ss_ViewCountLast3Months
ss_ViewCountLast3to6Months
ss_ViewCountTotal
ss_ViewDateLatest
ss_ViewDateOldest
How can you use that data to create segments?
Once the data above is being passed to the preferred platform, you can utilize it to refine how you communicate with your customers. Reach out to shoppers who prefer certain brands or categories, focus on summer- or winter-specific items, or connect with your most engaged purchasers by providing them with focused promotions.
Here are some sample segments you could create from the fields sent to the preferred platform. Keep in mind that these are just suggestions – you can combine any number of metrics from the list above, and add in your own existing data fields to create the perfect segments for your customers.
Customer Lifecycle Segments
Increase brand loyalty and treat your engaged customers to exclusive offers!
Targeting previous customers with email campaigns based on their activity history, purchases, views, session count, and previous order history is valuable for eCommerce email marketers because it enables highly personalized and relevant communication. By engaging customers with tailored offers, product recommendations, and reminders that reflect their specific interests and behaviors, businesses can foster a sense of connection and loyalty. This approach can also lay the foundation for a brand loyalty or rewards program, where customers feel recognized and appreciated for their repeat engagement. As a result, customers are more likely to return, increasing repeat sales and enhancing long-term brand loyalty.
- Loyal customers:
Field Name: ss_LifetimeValue > 70% of your average customer lifetime value
Use this segment for your highest paying customers; target these loyal customers with specific discounts.
- Repeat customers:
Field Names: ss_OrderCountLast3to6Months >=1 and ss_OrderCountLast3Months >= 1
Segment repeat customers who return to your site and buy regularly. In eCommerce, repeat customers generate most of your revenue, are easier to retain, and have higher conversion. You can upsell and cross-sell to these customers and combine with the ss_PreferredCategories field.
- Recent visitors:
Field Names: ss_ViewCountLast30Days > 5 and ss_OrderCountLast30Days = 0
Use this segment for customers who visited your site recently (which clearly shows intent) but who did not place an order.
- Inactive customers:
Field Names: ss_OrderCountLast3to6Months >= 1 and ss_ViewCountLast30Days < 1
Use this segment for customers who placed an order in the last 3 to 6 months (which means they are interested in your products) but who haven’t visited in the last 30 days. You can target them with new arrivals or discounts to reengage them.
Customer Preference Segments
Segmenting email campaigns by category preferences, such as bathing suits versus winter coats, is valuable for marketing/eCommerce managers because it allows for personalized targeting that aligns with customers' specific needs and seasonal shopping behavior. Sending emails to customers based on their brand preferences is valuable for eCommerce professionals because it creates personalized experiences that resonate with shoppers, helping to foster brand loyalty.
- Seasonal:
Field Name: ss_PreferredCategories
Get ahead of the season with category preferences!
By tailoring messages to match the relevant seasonal products, businesses can increase engagement, drive higher conversion rates, and maximize sales. This approach ensures that customers receive content that resonates with their previous interests, making campaigns more effective and helping brands optimize their efforts for upcoming shopping seasons.
- Brand Aware:
Field Name: ss_PreferredBrands
Launching branded campaigns was never this easy!
When customers receive updates on their favorite brands, it builds anticipation for new releases, driving excitement and engagement. Additionally, if a particular brand isn't selling as well as others, targeted exclusive merchandising campaigns can draw more attention to it. Highlighting unique products, offering limited-time promotions, and showcasing the brand's value can generate interest and boost sales, ultimately creating a more balanced sales distribution across brands.
- Focused Geographic:
Field Names: City, Country, Zip Code or State/Region combined with ss_PreferredCategories or ss_PreferredBrands
Use this segment based on customers' geography and weather patterns and combine it with their preferred categories and brands to enhance geographic segments.
- Focused Demographic:
Field Names: Gender, Income level (if available) combined with ss_PreferredCategories or ss_PreferredBrands
Use this segment based on gender and income level by combining it with preferred categories or brands.
Example: Segment women between ages 30 and 45 with mid- to higher-level income who have preferred categories of fitness apparel or jewelry.
Authorizing connection to the preferred platform
This step is required to allow Athos to upload the customer attributes discussed above to your preferred platform's customer records. You can then use that data to create segments for your marketing automation campaigns. In the Athos Management Console (AMC), in the main menu, select "Personalization", then click "External Authorizations".
On the External Authorizations page, scroll to the preferred provider and click the "Manage Connections" button to connect your Athos account with the preferred platform.
Note: You can associate multiple web sites with a single connection for the preferred platform.
Personalizing segments for Klaviyo
Click here to learn more about using segments with the Klaviyo platform. To see a walkthrough showing how to set this up, click here.
Personalizing segments for Dotdigital
Click here to learn more about using segments with the Dotdigital platform.
Personalizing segments for Yotpo
Click here to learn more about using segments with the Yotpo platform.
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