Marketers should also consider creating behavioural segments.
By analysing patterns of activity and defining segments based on this insight, organisations can profile customer behaviours, understand their stage in the purchase journey, predict future behaviour and estimate potential lifetime value.
This customer is a frequent visitor to the site several times over days or even weeks, but waits for a sale or a discount before the purchase is actually made.
Another advantage of using patterns of activity to define segments is that it allows for easy identification of more accurate trigger points that marketing teams can leverage.
Marketers increasingly want to, and need to respond to customer behaviours and actions in real-time.
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From here, we can evolve towards a one-to-one relationship, rather than appealing to a broader cluster of customers, and dynamically update the webpage for each customer based on their actions.