65 lines
4.4 KiB
Markdown
65 lines
4.4 KiB
Markdown
---
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title: "Segmentation"
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type: OpenSpec
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status: Draft
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domain: OneTargeting
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---
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# Segmentation
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## Requirement Definition
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Segmentation is a process to divide a customer base into smaller groups, providing a way to narrow down the target audience based on the types of products or services the customers have previously purchased. This allows businesses to create more personalized and effective marketing strategies for each segment, rather than adopting a one-size-fits-all approach.
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In the system, a segment is a combination of one or more criteria. The same criteria set may be reused multiple times, allowing an efficient way to set up targeted customers.
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## Process Flow
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### Trigger
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- User accesses the OneTargeting Module to create or update a new segment.
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### Pre-Conditions
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- Users must have access rights in the Segmentation module.
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- Depending on access rights, users can view, add, edit, or manually approve.
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- All criteria are defined as attributes and are available for setup.
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## Business Rules
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- The OLS system uses Query Builder to build queries for segmentation.
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- Business segments target customers using the following criteria combinations:
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### Criteria Matrix
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| Segment Group | Criteria Group | Combination by Following Criteria | Segment Example |
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| Demographic Segmentation | Customer Profile | Age | Life Cycle segment: Children (0-14), Youth (15-24), Adults (24-64), Seniors (65+) |
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| Demographic Segmentation | Customer Profile | Last Name | |
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| Demographic Segmentation | Customer Profile | First Name | |
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| Demographic Segmentation | Customer Profile | Income | Income segment: High-Income, Middle-Income, Low-Income |
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| Demographic Segmentation | Customer Profile | Gender | Male, Female |
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| Demographic Segmentation | Customer Profile | Marital Status | Single, Married |
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| Demographic Segmentation | Customer Profile | DOB | Generation segment: Gen Z (1997-2012), Gen Y (1981-1996), Gen X (1965-1980), Gen W (1946-1964) |
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| Demographic Segmentation | Customer Profile | Location (Country/State/City/Zip Code) | Geography segment: International, Urban, Suburban, Mountain |
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| Demographic Segmentation | Customer Profile | Customer's Tenure | Customer Tenure Segment (based on Registration): New (<1 yr), Early-tenured (1-2 yrs), Mid-Tenured (2-5 yrs), Long-tenured (>5 yrs) |
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| Demographic Segmentation | Customer Profile | Account's Tenure | Account Tenure Segment (based on AOD): New (<1 yr), Early-tenured (1-2 yrs), Mid-Tenured (2-5 yrs), Long-tenured (>5 yrs) |
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| Demographic Segmentation | Customer Profile | Account's Status | |
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| Demographic Segmentation | Customer Profile | Next AOD | |
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| Demographic Segmentation | Customer Profile | Customer's status | |
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| Behavior Segmentation | Transaction | Last transaction / Integration | Churned customer: Last transaction > 6 months ago and status is active |
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| Behavior Segmentation | Transaction | Transaction Frequency | Total number of transactions or Average transaction frequency in a specific period (day/week/month/quarter/year). Segment: High-Value, Medium-Value, Low-Value |
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| Behavior Segmentation | Transaction | Customer Recency | When was the last transaction/integration |
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| Behavior Segmentation | Transaction | Total spending value | Total net transaction amount |
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| Behavior Segmentation | Transaction | Transaction Date | Peak-Time customer (special day, weekend, midnight). Consistent-Time Customers (first day of month). Flexible-Time Customers (specific day) |
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| Behavior Segmentation | Transaction | Transaction Time | |
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| Behavior Segmentation | Transaction | Merchant (Corporation/Chain/Store/MCC) | Used with another criteria or alone to create specific segments |
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| Behavior Segmentation | Transaction | Merchant Group | |
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| Behavior Segmentation | Transaction | Transaction Description | |
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| Behavior Segmentation | Transaction | Transaction Category | |
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| Behavior Segmentation | Transaction | Transaction Gross Amount | |
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| Behavior Segmentation | Transaction | Transaction Nett Amount | |
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| Flexible Segment | Attribute | Attribute Criteria | |
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| Psychographic Segmentation | Item | Favorite Category | Life Style segment, Interest segment, Opinion segment |
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| Psychographic Segmentation | Item | Favorite Item | |
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Note: Psychographic segmentation data will be collected from surveys upon OneDisplay implementation.
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## Post-Conditions
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- Each segment is used to define the targeting customer in the marketing module.
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