Segmentation of customers for targeted marketing campaigns

Purpose

1.1. Enable precise customer segmentation for targeted marketing, promoting specific Indigenous artists, art forms, or exhibitions to tailored audience segments for higher engagement and conversion.
1.2. Dynamically categorize contacts using demographic, engagement, purchase behavior, and cultural interest variables sourced from CRM and web interactions.
1.3. Automate syncing of segment lists to multiple marketing and communication platforms for omnichannel campaign launches.

Trigger Conditions

2.1. New customer registration or addition in CRM.
2.2. Customer purchases specific artworks or attends online/offline events.
2.3. Customer engagement with newsletters, social, or educational content.
2.4. On-demand periodic batch processing (e.g., weekly segment refresh).
2.5. Manual segment update command from gallery marketing team.

Platform Variants

3.1. Salesforce Marketing Cloud
• Feature: Create Data Extensions; configure Automation Studio for audience segmentation.
3.2. HubSpot
• Setting: Lists > Active List; use filters for demographics, art interests.
3.3. Mailchimp
• Setting: Audience > Segments; configure rules based on tags/interests.
3.4. Zoho CRM
• API: getRecords, updateRecords for tagging segments; Campaigns addToSegment endpoint.
3.5. Microsoft Dynamics 365
• Feature: Customer Insights; set up dynamic segments with rules engine.
3.6. Klaviyo
• Setting: Segments > Definition; rules with engagement/purchase properties.
3.7. ActiveCampaign
• Automation: ‘If/Else’ and tagging flows for interest-based segmentation.
3.8. Constant Contact
• Feature: Segmentation Tool; use contacts’ engagement data, import list via API.
3.9. Iterable
• Feature: User Segmentation; use custom events, demographic API properties.
3.10. Segment (Twilio)
• API: Personas; set up computed traits and audience syncs.
3.11. Google BigQuery
• Function: Scheduled queries to build and refresh custom segments.
3.12. SendGrid
• Marketing Campaigns API: Create/update contact lists with customer segments.
3.13. Marketo
• Feature: Smart Lists; configure filters and trigger rules.
3.14. Oracle Eloqua
• Setting: Segments > Filter Criteria; integration with gallery POS/web systems.
3.15. Adobe Campaign
• Feature: Dynamic Segmentation; configure audience rules with drag-and-drop.
3.16. Shopify
• API: Customer tags/segmentations based on purchase history, via Admin API.
3.17. Intercom
• Setting: Automated Segments; use event-based rules API.
3.18. Pipedrive
• API: Filter organizations/contacts and push to marketing tools.
3.19. Brevo (Sendinblue)
• Feature: Advanced Segmentation; sync behavioral data automatically.
3.20. Customer.io
• Segment Builder: Logic blocks using event, profile, and behavioral data.

Benefits

4.1. Ensures relevant communication on new exhibitions or artist spotlights, increasing open/click rates.
4.2. Improves ROI by precisely targeting high-likelihood buyers and engaged art enthusiasts.
4.3. Reduces manual workload for gallery staff while maintaining up-to-date audience data.
4.4. Strengthens visitor-artist connections through personalized storytelling and cultural education.
4.5. Enhances integration of multi-channel outreach (email, SMS, ads), maximizing audience touchpoints.