For Olazábal, the term segmentation has derived in the concept of personalization. we talk about segmentation, it has to help us understand how we build a story with our product; but that segmentation does belgium number not speak of reach. “ Segmentation helps you to be able to explain, but let’s not confuse it with the fact that the launch of a product aimed at a specific audience is segmentation . It is important not to idealize things, “he says. Regarding Big Data, Velencoso has indicated that it is important to handle correct data that are interconnected, in order to draw conclusions and act on them.
“The key is to combine personalization with data to get a good return”
What are the keys to having a perfect personalization strategy? Olazábal wonders. «The key is to combine personalization with data to get a good return ; The data must be activated, because with them you will be able to find communication with the sellers to offer them cross-selling, upselling, etc. strategies, ”Molero replied.
Another question raised by the Co-Charmain of Publicis Groupe during the meeting was whether the market will evolve towards equilibrium or whether personalization will unbalance in its favor as trends set.
“There has been a very large increase in digital in search of personalization. The latest trend is that there is again a retreat towards equilibrium that allows to maximize the scope, so we will see how things stabilize. The key is to understand what to use each medium for, and how to complement an action in one medium and in another.,
and that digital Belgium Phone Number Database should not be used only when there is no budget ”, answered Molero, who assures that personalizing is the ability to direct the impact, but that you have to know who to direct the impact to. “It is much more efficient to go to a person who does not buy you regularly, and this is not normally done,” he pointed out.