Segmentation Process

Segmentation is the process of identifying, understanding, and organizing target audiences to optimize marketing efforts. It involves collecting, analysing, and segmenting customer data to deliver personalized and relevant content across various channels. This leads to more effective campaigns, improved engagement, and better business outcomes.

How can we achieve a good segmentation process?

1. Team Introduction - What we do?

As a member of the Segmentation team in the Marketing Automation & Segmentation Team of Marketing Excellence, we support segmentation. Together we work on a set of structured queries so that the demand can be answered efficiently and effectively, thus providing the accurate, good quality contact list. We create targeting lists in Cognos and Excel, based on the requirements of the stakeholders from different countries. The management of the targeting lists are gathered from Salesforce.

Key responsibilities

Create target lists for marketing campaigns.
Upload contacts on campaign on Salesforce.
Create & maintain datasets for marketing/sales campaigns.

2. How to create a good target list?

Creating the perfect audience can be hard. That’s why we created the Audience Card. This can be used to guide you through the process of making the perfect Audience selection.

3. Best Practices - Before creating a request?

- All new requests should be created through the form CORP Internal Audience Management Request FORM and do not send request via email.
- Use the Audience card to better know your audience and Visit our Audience Management Portal to know how we work.
- Request should be logged 5 working days prior to delivery date. In case a request is urgent, a mail should be sent to devashree.beekarry@sdworx.com putting matthew.smet01@sdworx.com in copy.
- Be explicit in your request and give maximum detailed briefing.
- Always provide the link or name of the child campaigns where the contacts should be uploaded.

Audience Card Summary table

Use the following table as a template to better target an audience.

Account	Audience Definition
Overall Sales Status	Customer, Non-Customer (Suspect, Prospect & Target)
Domain Sales Status (Payroll & Reward, HCM, Workforce Management, Staffing & Recruiting)	Customer, Ex-customer, No Customer Relation
Sales Market	Account Owner Sales Market
Country	BE, NL, FR, UK, AT, DE, CH, SE, NO, FI, ...
Zip Code	1000, 2000, 3000, 4000, …
Number of Employees	E.g 5-249, 25-300, 250-499, >250, …
Nace Codes (NACE)	Nace Codes (NACE)
Paritair Comités (PAR COM) * Only BE	Paritair Comités (PAR COM)
Products	Product List
Primary Sector	Primary Sector
Others, please give detailed briefing	.......................................................................................................

Contact	Audience Definition
Contact Language	NL, FR, DE, IT, NO, ES, EN, …
Contact Role	HR Decision Maker, Payroll, Main BE Payroll, BE Payroll, UK Payroll, NL Main Payroll, Training, ...
Main Department	General Direction, Finance, HR, HR - Payroll, IT & Telecommunications, …
Functional Level	General Management, Middle Management, Lower Management, Operational
Channel	All, Mailable, Phonable
Number of contacts per account	1, 2, 3, …, all
Others, please give detailed briefing	.......................................................................................................

4. Request Form - Create an Audience?

Access the Request Form.

You will have to fill all the required information on the form for example, name, email address, department, title of the request, delivery date, etc.

5. Request follow up - See the Progress?

Once your request is created and you want to see the progress or you want to add an additional comments, don't worry you can do so by going on our ticketing board Monday Workforce Management.

Segmentation Process