Chase breaks down how to use first-party data from pop-ups and quizzes to segment customers by interests, then trigger targeted messages and automated product recommendations based on their engagement level. The goal: send the right thing to the right person at the right time.
You've gathered all this first-party data. The question that comes in is now what do I do with this thing, right? What do I do with all this data that I've done? We're kind of going through the flow. We've done the pop-up or the surveys, the quizzes, and we've gone through it. Now what do we do? Let's— Chase, what would you start with?
Yeah, number one is I would build segments, right? So you've collected all this great data. Now you want to kind of put people into their respective buckets so that way you can actually utilize the data. So for example, in the event that you're collecting someone's interests, maybe it's something like an outdoor enthusiast versus someone that's interested into tech. Right? A tech lover, kind of tech-enabled product lover, right? Those are very different customers, 2 very different buyers, 2 very different customers that are going to want different types of things, right? The outdoor enthusiasts probably are going to want to escape from technology, right? And go hang out in nature and just be outside and get fresh air. Well, the tech lovers are going to want to be always connected, right? So content in which you send those people should be inherently different. And the only way in which you can actually feed people the right content is by building those segments. Another one, another example is based on the engagement level. Did someone respond to a quiz or did they not? Right. The people that responded to the quiz take advantage of the answers they gave you. For the people that didn't respond, maybe send a follow-up to them to try to get them to respond. And then the other one would be like automated flows. So with these segments that you're going to be creating, you're going to want to build out content that is automatically sent when people fill out that information. That way it's kind of always on and a little bit more evergreen where these people receive different product recommendations, content, and have different frequencies of sends depending on what they're indicating and how engaged they are. Subscribe. To the pod.
