Advanced Segmentation Audits: Ensuring Precision and Performance in Marketo Engage
Join Adobe Marketo Engage Champion Darshil Shah to learn how to keep your Segmentation aligned with customer behaviors, data updates, and business changes.
In this webinar you will learn about,
- Understanding and reviewing Segmentation to stay aligned with customer behaviors and avoid common pitfalls like over-Segmentation, stale segments, and misaligned rules.
- Editing and updating Segmentations with best practices to maintain an efficient, compliant, and high-performing Segmentation strategy.
- Monitoring and enhancing performance through campaign reports to ensure your marketing efforts are always on target.
Key Takeaways
Importance of Segmentation
- Segmentation in Marketo Engage allows for creating logical groups of people based on specific filters, which helps in improving engagement and conversion rates through personalized messaging.
Differences Between Segmentation and Smart Lists
- Segmentation updates in real-time, while Smart Lists update only when referenced.
- Segmentation can be used in Velocity Scripting for hyper-personalized content, whereas Smart Lists cannot.
- Segmentation has a more complex approval process compared to Smart Lists.
Periodic Review and Updates
- Regularly review and update Segmentation to account for behavioral changes, data freshness, marketing performance, business changes, and GDPR compliance.
- Establish a regular review cycle (quarterly, biannually, etc.).
Best Practices
- Ensure Segmentation logic aligns with marketing objectives.
- Simplify Segmentation criteria to avoid over complication.
- Use audience insights to update Segmentation.
- Conduct compliance checks and monitor Segmentation performance.
- Thoroughly test Segmentation updates before approval.
Common Issues and Solutions
- Avoid over-Segmentation to prevent system overload and manageability issues.
- Address misaligned rules to ensure Segmentation supports overall marketing strategy.
- Monitor default segment size to ensure it is not the largest, indicating a need for better Segmentation criteria.
Examples of Effective Segmentation
- Language-specific Segmentation for sending translated content.
- Email compliance Segmentation for different geographies.
Technical Considerations
- Use Smart Lists for operational purposes and Segmentation for sending personalized content.
- Reduce complexity in Segmentation criteria to avoid campaign execution delays.
Additional Resources
- Presentation Slides
- Join the discussion thread on Marketing Nation Community
- Create a Segmentation
- Edit a Segmentation
- Marketo Engage Success Series - Segmentation
- Segmentation Health Check Updates - Tips and Tricks for keeping your Segmentation Updated
- Email Performance Report
At a glance
Product: Marketo Engage
Series: Learn From Your Peers
Role: Admin,User