How to start segmenting your database

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Let's start with the basics: CRM allows us to collect and update business contacts within a single hub – a tool shared with all company contacts who need to work with it on a daily basis.

Automation, DEM and Newsletter campaigns, segmentations, list creation, possibility of customizing contact forms to implement on the site: these are some of the main activities that a CRM allows us to perform . Each CRM system also has unique characteristics, which is why preliminary mapping of your needs and your business and relationship objectives is essential to choose the most correct CRM for your needs.

Data Analysis
Every time we send a DEM we perform a sort of “database surgery” as we are able to map the reactivity of our audience and the interest generated towards customers and prospects . Analyzing the health of the database is essential to collect data to analyze later with the sales & marketing area.

Who are the people who open our communications? What do job seekers data they click on? Have they followed up with a subsequent request for information or with purchase actions? Have they unsubscribed?

This is also the first step to verify the completeness of the information in our database. Do we really know everything about active users? What are the missing elements that we could integrate?

Contest
Yes, Leevia is an engagement and loyalty platform with a suite of over 20 ready-to-use digital contest tools… so we may seem “biased”. But it is also objectively true that contests allow us to better intercept our audience and often even deepen our knowledge of them. Any type of contest allows us first of all to start a dialogue with a certain user by offering them the opportunity for a reward in exchange for their action . This first contact represents a value as it awakens people’s attention towards the brand, its activities and its commercial proposal.

Contests can also help us gather the information we need to meet business and communication goals. Activities such as Surveys and Instant Poll can help us gain behavioral information regarding the use of a certain product/service, while Trivia Quiz and Instant Trivia Quiz allow us to delve deeper into the customer's attitude toward specific preferences , such as hobbies, the attitude toward saving, preferred ways of shopping, and so on. Finally, they can also be used to understand the expertise of a certain user with respect to the brand's product market and activate subsequent educational actions.
An example? How much do you know about renewable energy? We therefore move from the quiz to editorial content to stimulate educational processes.