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• What Is Incrementality & Why Is It Important in Marketing ?

  26 mars 2024, par Erin

  Imagine this : you just launched your latest campaign and it was a major success.

  You blew last month’s results out of the water.

  You combined a variety of tactics, channels and ad creatives to make it work.

  Now, it’s time to build the next campaign.

  The only issue ?

  You don’t know what made it successful or how much your recent efforts impacted the results.

  You’ve been building your brand for years. You’ve built up a variety of marketing pillars that are working for you. So, how do you know how much of your campaign is from years of effort or a new tactic you just implemented ?

  The key is incrementality.

  This is a way to properly attribute the right weight to your marketing tactics.

  In this article, we break down what incrementality is in marketing, how it differs from traditional attribution and how you can calculate and track it to grow your business.

  What is incrementality in marketing ?

  Incrementality in marketing is growth that can be directly credited to a marketing effort above and beyond the success of the branding.

  It looks at how much a specific tactic positively impacted a campaign on top of overall branding and marketing strategies.

  

  For example, this could be how much a specific tactic, campaign or channel helped increase conversions, email sign-ups or organic traffic.

  The primary purpose of incrementally in marketing is to more accurately determine the impact a single marketing variable had on the success of a project.

  It removes every other factor and isolates the specific method to help marketers double down on that strategy or move on to new tactics.

  With Matomo, you can track conversions simply. With our last non-direct channel attribution system, you’ll be able to quickly see what channels are converting (and which aren’t) so you can gain insights into incrementality. 

  See why over 1 million websites choose Matomo today.

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  How incrementality differs from attribution

  In marketing and advertising, it’s crucial to understand what tactics and activities drive growth.

  Incrementality and attribution help marketers and business owners understand what efforts impact their results.

  But they’re not the same.

  Here’s how they differ :

  

  Incrementality explained

  Incrementality measures how much a specific marketing campaign or activity drives additional sales or growth.

  Simply put, it’s analysing the difference between having never implemented the campaign (or tactic or channel) in the first place versus the impact of the activity.

  In other words, how much revenue would you have generated this month without campaign A ?

  And how much additional revenue did you generate directly due to campaign A ?

  The reality is that dozens of factors impact revenue and growth.

  You aren’t just pouring your marketing into one specific channel or campaign at a time.

  Chances are, you’ve got your hands on several marketing initiatives like SEO, PPC, organic social media, paid search, email marketing and more.

  Beyond that, you’ve built a brand with a not-so-tangible impact on your recurring revenue.

  So, the question is, if you took away your new campaign, would you still be generating the same amount of revenue ?

  And, if you add in that campaign, how much additional revenue and growth did it directly create ?

  That is incrementality. It’s how much a campaign went above and beyond to add new revenue that wouldn’t have been there otherwise.

  So, how does attribution play into all of this ?

  Attribution explained

  Attribution is simply the process of assigning credit for a conversion to a particular marketing touchpoint.

  While incrementality is about narrowing down the overall revenue impact from a particular campaign, attribution seeks to point to a specific channel to attribute a sale.

  For example, in any given marketing campaign, you have a few marketing tactics.

  Let’s say you’re launching a limited-time product.

  You might have :

  • Paid ads via Facebook and Instagram
  • A blog post sharing how the product works
  • Organic social media posts on Instagram and TikTok
  • Email waitlist campaign building excitement around the upcoming product
  • SMS campaigns to share a limited-time discount

  So, when the time comes for the sale launch, and you generate $30,000 in revenue, what channel gets the credit ?

  Do you give credit to the paid ads on Facebook ? What about Instagram ? They got people to follow you and got them on the email waitlist.

  Do you give credit to email for reminding people of the upcoming sale ? What about your social media posts that reminded people there ?

  Or do you credit your SMS campaign that shared a limited-time discount ?

  Which channel is responsible for the sale ?

  This is what attribution is all about.

  It’s about giving credit where credit is due.

  The reason you want to attribute credit ? So you know what’s working and can double down your efforts on the high-impact marketing activities and channels.

  Leveraging incrementality and attribution together

  Incrementality and attribution aren’t competing methods of analysing what’s working.

  They’re complementary to one another and go hand in hand.

  You can (and should) use attribution and incrementality in your marketing to help understand what activities, campaigns and channels are making the biggest incremental impact on your business growth.

  Why it’s important to measure incrementality

  Incrementality is crucial to measure if you want to pour your time, money and effort into the right marketing channels and tactics.

  Here are a few reasons why you need to measure incrementality if you want to be successful with your marketing and grow your business :

  1. Accurate data

  If you want to be an effective marketer, you need to be accurate.

  You can’t blindly start marketing campaigns in hopes that you will sell many products or services.

  That’s not how it works.

  Sure, you’ll probably make some sales here and there. But to truly be effective with your work, you must measure your activities and channels correctly.

  Incrementality helps you see how each channel, tactic or campaign made a difference in your marketing.

  Matomo gives you 100% accurate data on your website activities. Unlike Google Analytics, we don’t use data sampling which limits how much data is analysed.

  

  2. Helps you to best determine the right tactics for success

  How can you plan your marketing strategy if you don’t know what’s working ?

  Think about it.

  You’ll be blindly sailing the seas without a compass telling you where to go.

  Measuring incrementality in your marketing tactics and channels helps you understand the best tactics.

  It shows you what’s moving the needle (and what’s not).

  Once you can see the most impactful tactics and channels, you can forge future campaigns that you know will work.

  3. Allows you to get the most out of your marketing budget

  Since incrementality sheds light on what’s moving your business forward, you can confidently implement your efforts on the right tactics and channels.

  Guess what happens when you start doubling down on the most impactful activities ?

  You start increasing revenue, decreasing ad spend and getting a higher return on investment.

  The result is that you will get more out of your marketing budget.

  Not only will you boost revenue, but you’ll also be able to boost profit margins since you’re not wasting money on ineffective tactics.

  4. Increase traffic

  When you see what’s truly working in your business, you can figure out what channels and tactics you should be working.

  Incrementality helps you understand not only what your best revenue tactics are but also what channels and campaigns are bringing in the most traffic.

  When you can increase traffic, you can increase your overall marketing impact.

  5. Increase revenue

  Finally, with increased traffic, the inevitable result is more conversions.

  More conversions mean more revenue.

  Incrementality gives you a vision of the tactics and channels that are converting the best.

  If you can see that your SMS campaigns are driving the best ROI, then you know that you’ll grow your revenue by pouring more into acquiring SMS leads.

  By calculating incrementality regularly, you can rest assured that you’re only investing time and money into the most impactful activities in terms of revenue generation.

  How to calculate and test incrementality in marketing

  Now that you understand how incrementality works and why it’s important to calculate, the question is : 

  How do you calculate and conduct incrementality tests ?

  Given the ever-changing marketing landscape, it’s crucial to understand how to calculate and test incrementally in your business.

  If you’re not sure how incrementality testing works, then follow these simple steps :

  

  Your first step to get an incrementality measurement is to conduct what’s referred to as a “holdout test.”

  It’s not a robust test, but it’s an easy way to get the ball rolling with incrementality.

  Here’s how it works :

  1. Choose your target audience.

  With Matomo’s segmentation feature, you can get pretty specific with your target audience, such as :

  • • Visitors from the UK
    • Returning visitors
    • Mobile users
    • Visitors who clicked on a specific ad

  2. Split your audience into two groups :

  1. • Control group (60% of the segment)
     • Test group (40% of the segment)

  3. Target the control group with your marketing tactic (the simpler the tactic, the better).

  4. Target the test group with a different marketing tactic.

  5. Analyse the results. The difference between the control and test groups is the incremental lift in results. The new marketing tactic is either more effective or not.

  6. Repeat the test with a new control group (with an updated tactic) and a new test group (with a new tactic).

  Matomo can help you analyse the results of your campaigns in our Goals feature. Set up business objectives so you can easily track different goals like conversions.

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  Here’s an example of how this incrementality testing could look in real life.

  Imagine a fitness retailer wants to start showing Facebook ads in their marketing mix.

  The marketing manager decided to conduct a holdout test. If we match our example below with the steps above, this is how the holdout test might look.

  1. They choose people who’ve purchased free weights in the past as their target audience (see how that segmentation works ?).
  2. They split this segment into a control group and a test group.
  3. For this test, they direct their regular marketing campaign to the control group (60% of the segment). The campaign includes promoting a 20% off sale on organic social media posts, email marketing, and SMS.
  4. They direct their regular marketing campaign plus Facebook ads to the test group (40% of the segment).
  5. They ran the campaign for three weeks with the goal for sale conversions and noticed :

  • • The control group had a 1.5% conversion rate.
    • The test group (with Facebook ads) had a 2.1% conversion rate.
    • In this scenario, they could see the group who saw the Facebook ads convert better.
    • They created the following formula to measure the incremental lift of the Facebook ads :

  

  • • Here’s how the calculation works out : (2.1% – 1.5%) / 1.5% = 40%

  The Facebook ads had a positive 40% incremental lift in conversions during the sale.

  Incrementality testing isn’t a one-and-done process, though.

  While this first test is a great sign for the marketing manager, it doesn’t mean they should immediately throw all their money into Facebook ads.

  They should continue conducting tests to verify the initial test.

  Use Matomo to track incrementality today

  Incrementality can give you insights into exactly what’s working in your marketing (and what’s not) so you can design proven strategies to grow your business.

  If you want more help tracking your marketing efforts, try Matomo today.

  Our web analytics and behaviour analytics platform gives you firsthand data on your website visitors you can use to craft effective marketing strategies.

  Matomo provides 100% accurate data. Unlike other major web analytics platforms, we don’t do data sampling. What you see is what’s really going on in your website. That way, you can make more informed decisions for better results.

  At Matomo, we take privacy very seriously and include several advanced privacy protections to ensure you are in full control.

  As a fully compliant web analytics solution, we’re fully compliant with some of the world’s strictest privacy regulations like GDPR. With Matomo, you get peace of mind knowing you can make data-driven decisions while also being compliant. 

  If you’re ready to launch a data-driven marketing strategy today and grow your business, get started with our 21-day free trial now. No credit card required.

  Try Matomo for Free

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• CRO Audit : Increase Your Conversions in 10 Simple Steps

  25 mars 2024, par Erin

  You have two options if you’re unhappy with your website’s conversion rates.

  The first is to implement a couple of random tactics you heard on that marketing podcast, which worked for a business completely unrelated to yours. 

  The other is to take a more systematic, measured approach. An approach that finds specific problems with the pages on your site and fixes them one by one. 

  You’re choosing the second option, right ?

  Good, then let’s explain what a conversion rate optimisation audit is and how you can complete one using our step-by-step process.

  What is a CRO audit ?

  A conversion rate optimisation audit (CRO audit) systematically evaluates your website. It identifies opportunities to enhance your website’s performance and improve conversion rates. 

  During the audit, you’ll analyse your website’s entire customer journey, collect valuable user behaviour data and cross reference that with web analytics to find site elements (forms, calls-to-actions, etc.) that you can optimise.

  

  It’s one (and usually the first) part of a wider CRO strategy. 

  For example, an online retailer might run a CRO audit to discover why cart abandonment rates are high. The audit may throw up several potential problems (like a confusing checkout form and poor navigation), which the retailer can then spend time optimising using A/B tests. 

  Why run a CRO audit ?

  A CRO audit can be a lot of work, but it’s well worth the effort. Here are the benefits you can expect from running one.

  Generate targeted and relevant insights

  You’ve probably already tested some “best practice” conversion rate optimisations, like changing the colour of your CTA button, adding social proof or highlighting benefits to your headlines. 

  These are great, but they aren’t tailored to your audience. Running a CRO audit will ensure you find (and rectify) the conversion bottlenecks and barriers that impact your users, not someone else’s.

  Improve conversion rates

  Ultimately, CRO audits are about improving conversion rates and increasing revenue. Finding and eliminating barriers to conversion makes it much more likely that users will convert. 

  But that’s not all. CRO audits also improve the user experience and customer satisfaction. The audit process will help you understand how users behave on your website, allowing you to create a more user-friendly customer experience. 

  A 10-step process for running your first CRO audit 

  Want to conduct your first CRO audit ? Follow the ten-step process we outline below :

  

  1. Define your goals

  Start your CRO audit by setting conversion goals that marry with the wider goals of your business. The more clearly you define your goals, the easier it will be to evaluate your website for opportunities. 

  Your goals could include :

  • Booking more trials
  • Getting more email subscribers
  • Reducing cart abandonments

  You should also define the specific actions users need to take for you to achieve these goals. For example, users will have to click on your call-to-action and complete a form to book more trials. On the other hand, reducing cart abandonments requires users to add items to their cart and click through all of the forms during the checkout process. 

  If you’re unsure where to start, we recommend reading our CRO statistics roundup to see how your site compares to industry averages for metrics like conversion and click-through rates. 

  You’ll also want to ensure you track these conversion goals in your web analytics software. In Matomo, it only takes a few minutes to set up a new conversion goal, and the goals dashboard makes it easy to see your performance at a glance. 

  Try Matomo for Free

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  2. Review your analytics

  With your goals in mind, the next step is to dive into your website analytics and identify pages that need improvement.

  Consider the following conversion metrics when analysing pages :

  • Conversion rate
  • Average time on page
  • Average order value
  • Click-through rate

  Ensure you’re analysing metrics aligning with the goals you set in step one. Average order value could be a great metric to track if you want to reduce cart abandonments, for example, but it’s unsuitable to get more email subscribers.

  3. Research the user experience

  Next, you’ll want to gather user experience data to better understand how potential customers use your website and why they aren’t converting as often as you’d like. 

  You can use several tools for user behaviour analysis, but we recommend heatmaps and session recordings.

  Heatmaps visually represent how users click, move and scroll your website. It will show where visitors place their attention and which page elements are ignored. 

  Take a look at this example below from our website. As you can see, the navigation, headline and CTA get the most attention. If we weren’t seeing as many conversions as we liked and our CTAs were getting ignored, that might be a sign to change their colour or placement. 

  

  Session recordings capture the actions users take as they browse your website. They let you watch a video playback of how visitors behave, capturing clicks and scrolls so you can see each visitor’s steps in order. 

  Session recordings will show you how users navigate and where they drop off. 

  4. Analyse your forms

  Whether your forms are too confusing or too long, there are plenty of reasons for users to abandon your forms. 

  But how many forms are they abandoning exactly and which forms are there ?

  That’s what form analysis is for. 

  Running a form analysis will highlight which forms need work and reveal whether forms could be contributing to a page’s poor conversion rate. It’s how Concrete CMS tripled its leads in just a few days.

  Matomo’s Form Analytics feature makes running form analysis easy.

  

  Just open up the forms dashboard to get a snapshot of your forms’ key metrics, including average hesitation time, starter rate and submission rates. 

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  5. Analyse your conversion funnel

  Next, analyse the conversion funnel to see if there’s an obvious bottleneck or several pages where visitors abandon your desired action. Common conversion abandonment points are shopping carts and forms.

  

  For example, you could find there is a drop-off in conversions between checking out and making a purchase or between booking a demo and signing up for a subscription. Understanding where these drop-offs occur lets you dig deeper and make targeted improvements.

  Don’t worry if you’ve got a very long funnel. Start at the bottom and work backward. Problems with the pages at the very end of your funnel tasked with converting customers (landing pages, checkout pages, etc.) will have the biggest impact on your conversion rate. So, it makes sense to start there. 

  6. Analyse campaigns and traffic sources (marketing attribution)

  It’s now time to analyse traffic quality to ensure you’re powering your conversion optimisation efforts with the best traffic possible. 

  This can also help you find your best customers so you can focus on acquiring more of them and tailoring your optimisation efforts to their preferences. 

  Run a marketing attribution report to see which traffic sources generate the most conversions and have the highest conversion rates. 

  

  Using marketing attribution is crucial here because it gives a fuller picture of how customers move through their journey, recognising the impact of various touchpoints in making a decision, unlike last-click attribution, which only credits the final touchpoint before a conversion.

  7. Use surveys and other qualitative data sources

  Increase the amount of qualitative data you have access to by speaking directly to customers. Surveys, interviews and other user feedback methods add depth and context to your user behaviour research.

  Sure, you aren’t getting feedback from hundreds of customers like you do with heatmaps or session recordings, but the information can sometimes be much richer. Users will often tell you outright why they didn’t take a specific action in a survey response (or what convinced them to convert). 

  Running surveys is now even easier in Matomo, thanks to the Matomo Surveys third-party plugin. This lets you add a customisable survey popup to your site, the data from which is automatically added to Matomo and can be combined with Matomo segments.

  8. Develop a conversion hypothesis

  Using all of the insights you’ve gathered up to this point, you can now hypothesise what’s wrong and how you can fix it. 

  Here’s a template you can use :

  

  This could end up looking something like the following :

  Based on evidence gathered from web analytics and heatmaps, moving our signup form above the fold will fix our lack of free trial signups, improving signups by 50%.

  

  Make sure you write your hypothesis down somewhere. Matomo lets you document your hypothesis when creating an A/B test, so it’s easy to reflect on when the test finishes. 

  9. Run A/B tests

  Now, it’s time to put your theory into practice by running an A/B test.

  Create an experiment using a platform like Matomo that creates two different versions of your page : the original and one with the change you mentioned in your hypothesis. 

  There’s no set time for you to run an A/B test. Just keep running it until the outcome is statistically significant. This is something your A/B testing platform should do automatically. 

  A statistically significant result means it would be very unlikely the outcome doesn’t happen in the long term.

  

  As you can see in the image above, the wide header variation has significantly outperformed both the original and the other variation. So we can be pretty confident about making the change permanent. 

  If the outcome of your A/B test also validates your conversion hypothesis, you can implement the change. If not, analyse the data, brainstorm another hypothesis and run another A/B test. 

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  10. Monitor and iterate

  You need to develop a culture of continuous improvement to succeed with conversion rate optimisation. That means constantly monitoring your conversion goals and running tests to improve your metrics. 

  While you don’t need to run a conversion audit every month, you should run audits regularly throughout the year.

  How often should you conduct a CRO audit ? 

  You should conduct a CRO audit fairly regularly. 

  We recommend creating a CRO schedule that sees you run a CRO audit every six to 12 months. That will ensure you continue identifying problem pages and keeping your conversion rates competitive. 

  Regular CRO audits will also account for evolving consumer behaviours, changes in your industry and your own business goals, all of which can impact your approach conversion rate optimisation. 

  Run your CRO audit with Matomo

  A CRO audit process is the only way you can identify conversion optimisation methods that will work for your site and your target audience. It’s a methodical, data-backed strategy for making targeted improvements to send conversion rates soaring. 

  There are a lot of steps to complete, but you don’t need dozens of tools to run a CRO audit process. 

  Just one : Matomo.

  Unlike other web analytics platforms, like Google Analytics, Matomo has the built-in tools and plugins to help with every step of the CRO audit process, from web analytics to conversion funnel analysis and A/B testing. With its accurate, unsampled data and privacy-friendly tracking, Matomo is the ideal choice for optimising conversions. 

  Learn how to increase your conversions with Matomo, and start a free 21-day trial today. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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• Top 5 Customer Segmentation Software in 2024

  12 mars 2024, par Erin

  In marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise.

  For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it.

  Enter customer segmentation software — the answer to delivering personalised customer experiences at scale. 

  This article lists some of the best customer segmentation tools currently in the market. 

  We’ll also go over the benefits of using such tools and how you can choose the best one for your business.

  Let’s get started !

  What is customer segmentation software ?

  Customer segmentation software is a tool that helps businesses analyse customer data and group them based on common characteristics like age, income, and buying habits.

  The main goal of customer segmentation is to gain deeper insights into customer behaviours and preferences. This helps create targeted marketing and product strategies that fit each group and makes it easier to predict how customers will behave in the future.

  

  Benefits of a customer segmentation software

  Understanding your customers is the cornerstone of effective marketing, and customer segmentation software plays a pivotal role in this endeavour. 

  You can deliver more targeted and relevant marketing campaigns by dividing your audience into distinct groups based on shared characteristics. 

  Specifically, here are the main benefits of using customer segmentation tools :

  • Understand your audience better : The software helps businesses group customers with common traits to better understand their preferences and behaviour.
  • Make data-driven decisions : Base your business and marketing decisions on data analytics.
  • Aid product development : Insights from segmentation analytics can guide the creation of products that meet specific customer group needs.
  • Allocate your resources efficiently : Focusing on the customer segments that generate the most revenue leads to more effective and strategic use of your marketing resources.

  Best customer segmentation software in 2024 

  In this section, we go over the top customer segmentation tools in 2024. 

  We’ll look at these tools’ key features and pros and cons.

  1. Matomo

  

  Matomo is a comprehensive web analytics tool that merges traditional web analytics, such as tracking pageviews and visitor bounce rates, with more advanced web analytics features for tracking user behaviour. 

  With robust segmentation features, users can filter website traffic based on criteria such as location and device type, enabling them to analyse specific visitor groups and their behaviour. Users can create custom segments to analyse specific groups of visitors and their behaviour.

  Presenting as the ethical alternative to Google Analytics, Matomo emphasises transparency, 100% accurate data, and compliance with privacy laws.

  Key features

  • Heatmaps and Session Recordings : Matomo provides tools that allow businesses to understand website user interactions visually. This insight is crucial for optimising user experience and increasing conversions.
  • Form Analytics : This feature in Matomo tracks how users interact with website forms, helping businesses understand user behaviour in detail and improve form design and functionality.
  • User Flow Analysis : The tool tracks the journey of a website’s visitors, highlighting the paths taken and where users drop off. This is key for optimising website structure for better user experience and more conversions.
  • A/B Testing : Businesses can use Matomo to test different versions of web pages, determining which is more effective in driving conversions.
  • Conversion Funnels : This feature allows businesses to visualise and optimise the steps customers take toward conversion, identifying areas for improvement.

  Pros 

  • Affordability : With plans starting at $19 per month, Matomo is a cost-effective solution for CRO.
  • Free support : Matomo provides free email support to all Matomo Cloud users.
  • Open-source benefits : Being open-source, Matomo offers enhanced security, privacy, customisation options, and a supportive community.
  • Hosting options : Matomo is available either as a self-hosted solution or cloud-hosted.

  Cons

  • Cost for advanced features : Access to advanced features may incur additional costs for Matomo On-Premise users, although the On-Premise solution itself is free.
  • Technical knowledge required : The self-hosted version of Matomo requires technical knowledge for effective management.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  2. Google Analytics 

  

  Google Analytics 4 (GA4) comprehensively understands website and app performance. It focuses on event-based data collection, allowing businesses to understand user interactions across platforms. 

  Similarly to Matomo, GA4 provides features that allow businesses to segment their audience based on various criteria such as demographics, behaviours, events, and more.

  Key features

  • Event-based tracking : GA4’s shift to an event-based model allows for a flexible and predictive analysis of user behaviour. This includes a detailed view of user interactions on websites and apps.
  • Machine Learning and Smarter Insights : GA4 uses machine learning to automatically detect trends, estimate purchase probabilities and provide marketing insights.
  • Google Ads integration : The integration with Google Ads in GA4 enables tracking customer interactions from first ad engagement, providing a holistic view of the customer experience across various platforms.
  • Customer-centric measurements : GA4 collects data as events, covering a wide range of user interactions and offering a comprehensive view of customer behaviour.
  • Pathing reports : GA4 introduces new pathing reports, allowing detailed user flow analysis through websites and apps.
  • Audiences and filters : GA4 allows the creation of audiences based on specific criteria and the application of filters to segment and refine data analysis.

  Pros 

  • Integration with various platforms, including Google Ads, enhances cross-platform user journey analysis.
  • GA4 has a clean reporting interface, making it easier for marketers to identify key trends and data irregularities.
  • Google Analytics has an active community with an abundance of educational resources available for users.

  Cons

  • Complexity for beginners : The wide range of features and new event-based model might overwhelm users new to analytics tools.
  • Dependence on machine learning : Reliance on machine learning for insights and predictions may require trust in the tool’s data processing and large volumes of traffic for accuracy.
  • Transition from UA to GA4 : Users familiar with Universal Analytics (UA) might find the transition to GA4 challenging due to differences in features and data models.

  3. HubSpot

  

  HubSpot is a marketing and sales software that helps businesses attract visitors and turn them into paying customers. 

  It supports various business processes, from social media posts to email marketing, sales, and customer service. HubSpot organises and tracks user interactions across different channels, providing a unified and efficient approach to customer relationship management (CRM) and customer segmentation.

  Businesses can leverage HubSpot’s customer segmentation through lists, workflows, and smart content.

  Key features

  • Integration capabilities : HubSpot offers over 1,000 integrations in its ecosystem, ensuring seamless connectivity across various marketing, sales, and service tools, which helps maintain data consistency and reduces manual efforts.
  • Segmentation and personalisation : HubSpot allows businesses to deliver personalised content and interactions based on customer behaviour and preferences, using its robust CRM features and advanced automation capabilities.

  Pros 

  • Comprehensive support : HubSpot offers a range of support options, including a knowledge base, real-time chat, and more.
  • User-friendly interface : The platform is designed for ease of use, ensuring a smooth experience even for less tech-savvy users.
  • Personalisation capabilities : HubSpot provides personalised marketing, sales and service experiences, leveraging customer data effectively.

  Cons

  • High price point : HubSpot can be expensive, especially as you scale up and require more advanced features.
  • Steep learning curve : For businesses new to such comprehensive platforms, there might be an initial learning curve to utilise its features effectively.

  4. Klaviyo

  

  Klaviyo is a marketing automation software primarily focused on email and SMS messaging for e-commerce businesses. It’s designed to personalise and optimise customer communication. 

  Klaviyo integrates with e-commerce platforms like Shopify, making it a go-to solution for online stores. Its strength lies in its ability to use customer data to deliver targeted and effective marketing campaigns.

  Key features

  • Email marketing automation : Klaviyo allows users to send automated and personalised emails based on customer behaviour and preferences. This feature is crucial for e-commerce businesses in nurturing leads and maintaining customer engagement.
  • SMS marketing : It includes SMS messaging capabilities, enabling businesses to engage customers directly through text messages.
  • Segmentation and personalisation : Klaviyo offers advanced segmentation tools that enable businesses to categorise customers based on their behaviour, preferences and purchase history, facilitating highly targeted marketing efforts.
  • Integration with e-commerce platforms : Klaviyo integrates with popular e-commerce platforms like Shopify, Magento, and WooCommerce, allowing easy data synchronisation and campaign management.

  Pros 

  • Enhanced e-commerce integration : Klaviyo’s deep integration with e-commerce platforms greatly benefits online retailers regarding ease of use and campaign effectiveness.
  • Advanced segmentation and personalisation : The platform’s strong segmentation capabilities enable businesses to tailor their marketing messages more effectively.
  • Robust automation features : Klaviyo’s automation tools are powerful and user-friendly, saving time and improving marketing efficiency.

  Cons

  • Cost : Klaviyo can be more expensive than other options in this list, particularly as you scale up and add more contacts.
  • Complexity for beginners : The platform’s wide range of features and advanced capabilities might overwhelm beginners or small businesses with simpler needs.

  5. UserGuiding

  

  UserGuiding is a no-code product adoption tool that lets businesses create in-app user walkthroughs, guides, and checklists to onboard, engage, and retain users.

  UserGuiding facilitates customer segmentation by enabling businesses to create segmented onboarding flows, analyse behavioural insights, deliver personalised guidance, and collect feedback tailored to different user segments.

  Key features

  • In-app walkthroughs, guides and checklists : UserGuiding has multiple features that can promote product adoption early in the user journey.
  • In-app messaging : UserGuiding offers in-app messaging to help users learn more about the product and various ways to get value.
  • User feedback : UserGuiding allows businesses to gather qualitative feedback to streamline the adoption journey for users.

  Pros 

  • User-friendly interface
  • Customisable onboarding checklists
  • Retention analytics

  Cons

  • Need for technical expertise to maximise all features
  • Limited customisation options for less tech-savvy users

  What to look for in a customer segmentation software 

  When choosing a customer segmentation software, choosing the right one for your specific business needs is important. 

  Here are a few factors to consider when choosing your customer segmentation tool :

  1. Ease of use : Select a tool with an intuitive interface that simplifies navigation. This enhances the user experience, making complex tasks more manageable. Additionally, responsive customer support is crucial. It ensures that issues are promptly resolved, contributing to a smoother operation.
  2. Scalability and flexibility : Your chosen tool should adjust to your needs. A flexible tool like Matomo can adjust to your growing requirements, offering capabilities that evolve as your business expands.
  3. Integration capabilities : The software should seamlessly integrate with your existing systems, such as CRM, marketing, and automation platforms. 
  4. Advanced analytics and reporting : Assess the software’s capability to analyse and interpret complex data sets, without relying on machine learning to fill data gaps. A robust tool should provide accurate insights and detailed reports, enabling you to make informed decisions based on real data.
  5. Privacy and security considerations : Data security is paramount in today’s digital landscape. Look for features like data encryption, security storage, and adherence to privacy standards like GDPR and CCPA compliance. 
  6. Reviews and recommendations : Before making a decision, consider the reputation of the software providers. Look for reviews and recommendations from other users, especially those in similar industries. This can provide real-world insights into the software’s performance and reliability.

  

  Leverage Matomo’s segmentation capabilities to deliver personalised experiences

  Segmentation is the best place to start if you want to deliver personalised customer experiences. There are several customer segmentation software in the market. But they’re not all the same.

  In this article, we reviewed the top segmentation tools — based on factors like their user base, features, and ethical data privacy considerations.

  Ideally, you want a tool to support your evolving business and segmentation needs. Not to mention one that cares about your customers’ privacy and ensures you stay compliant. 

  Enter Matomo at the top of the list. You can leverage Matomo’s accurate insights and comprehensive segmentation capabilities without compromising on privacy. Try it free for 21-days. No credit card required.

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