Yaniv Navot

Yaniv Navot

Yaniv Navot is the VP of Marketing at Dynamic Yield. Yaniv is a full-stack marketing expert with over 10-year track record in growing performance-based marketing programs through strategic planning and tactical execution. Get in touch with Yaniv on Twitter or LinkedIn.

Spray and Pray Doesn’t Work: How to Identify and Target Micro Segments

As marketers, we’re all trying to improve the customer experience and increase conversions. We have these things in common.

However, some marketers are much better at understanding their customer personas and doing the right kind of research than others.

What is comes down to is that delivering a single message to your entire customer base is an inherently flawed strategy. High-value customers, frequent browsers, seldom purchasers, brand enthusiasts and first-time visitors are all differently characterized and must be engaged uniquely.

This is where customer micro-segmentation comes into play.

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