{"id":3736,"date":"2026-03-20T10:11:22","date_gmt":"2026-03-20T14:11:22","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=3736"},"modified":"2026-03-20T11:24:06","modified_gmt":"2026-03-20T15:24:06","slug":"customer-segmentation-marketing-from-raw-data-to-activation-the-secrets-of-an-effective-customer-journey","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/customer-segmentation-marketing-from-raw-data-to-activation-the-secrets-of-an-effective-customer-journey\/","title":{"rendered":"Customer Segmentation Marketing: From Raw Data to Activation, the Secrets of an Effective Customer Journey!"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a849dc93b6a7\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Customer Segmentation Marketing: From Raw Data to Activation, the Secrets of an Effective Customer Journey!<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Adrien Paul, Group Product Manager                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a849dc93e011\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><b><span data-contrast=\"auto\">The problem with traditional customer segmentation is that it is often frozen with cold data, or even completely outdated.<\/span><\/b><span data-contrast=\"auto\"> This creates silos, where you need bridges. In the age of hyper-personalization, this is simply no longer acceptable.\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:200}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Segmentation\u00a0is\u00a0no longer a simple\u00a0exercise\u00a0in &#8220;administrative\u00a0ranking&#8221;.<\/span><\/b><span data-contrast=\"auto\"><strong> It has become the real driver of your GTM strategy. It&#8217;s what fuels every interaction, every product recommendation, and every loyalty action with the right energy.<\/strong> OK, the concept itself is not new. But it&#8217;s implementation has been radically transformed: <strong>modern segmentation tools have finally unleashed its true power. Forget the frozen reports that came out every quarter. Today, we&#8217;re talking about platforms that can work with your data in real-time.\u00a0<\/strong><\/span><\/p>\n<p><span data-contrast=\"auto\">The stakes have therefore completely changed. The goal is no longer just to &#8220;classify&#8221; individuals into large boxes. The real objective is to &#8220;understand in depth&#8221;: to grasp not only who they are, but what they do, what they want (their intentions), and even in the long term what they will do (their predictive appetites).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It\u00a0is\u00a0this\u00a0understanding\u00a0that\u00a0changes the\u00a0game,\u00a0and\u00a0finally\u00a0allows\u00a0you\u00a0to\u00a0activate\u00a0the right message, at the right time,\u00a0with\u00a0formidable agility.\u00a0<\/span><b><span data-contrast=\"auto\">Adrien Paul, Group Product Manager at imagino, reveals how a customer journey segmentation tool allows you to react instantly to the slightest customer signal, or to a new market trend.<\/span><\/b><\/p>\n<p>&nbsp;<\/p>\n<h2><span data-contrast=\"none\">Segmentation vs. Audience<\/span><span data-contrast=\"none\">: Costly Confusion<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:120,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">A segment\u00a0is\u00a0to\u00a0understand.\u00a0An\u00a0audience\u00a0is\u00a0to\u00a0act.\u00a0<\/span><\/b><span data-contrast=\"auto\">In other words, segmentation is a classification. You bring together profiles (customers, prospects, subscribers, visitors, etc.) that share common characteristics: purchase frequency, age, acquisition channel, estimated value, etc. These segments are most often found in BI dashboards or customer knowledge reports. <\/span><b><span data-contrast=\"auto\">The\u00a0objective\u00a0is\u00a0analytical<\/span><\/b><span data-contrast=\"auto\">. The audience is something else entirely. It is an operational selection, a list of profiles that you will activate in a campaign, a scenario, a given channel (email, SMS, paid media, push app, etc.). Here, the expected output is not a graph or a breakdown by typology. It&#8217;s a list of contacts ready to be pushed into your marketing actions. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">However, the\u00a0criteria\u00a0used\u00a0can\u00a0be\u00a0the\u00a0same\u00a0in a\u00a0tool.<\/span><\/b><span data-contrast=\"auto\">\u00a0In\u00a0concrete\u00a0terms, the\u00a0rule\u00a0&#8220;VIP\u00a0customers\u00a0who\u00a0have\u00a0bought\u00a0at least\u00a0twice\u00a0in store in the last 6\u00a0months&#8221; can\u00a0be\u00a0used:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">The knowledge: to\u00a0understand\u00a0the\u00a0importance\u00a0of VIP\u00a0customers\u00a0in\u00a0your\u00a0turnover,<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">The activation: to\u00a0prepare\u00a0a\u00a0priority\u00a0loyalty\u00a0campaign\u00a0for\u00a0these\u00a0customers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Why is it critical not to mix everything? Because the marketing department often talks about &#8220;audience&#8221; while the data department talks about &#8220;segmentation&#8221; \u2014 and everyone thinks they&#8217;re talking about the same thing. <\/span><b><span data-contrast=\"auto\">One serves as a radar (analysis), the other as a lever for action.<\/span><\/b><span data-contrast=\"auto\">\u00a0To confuse\u00a0them\u00a0is\u00a0to\u00a0fly\u00a0blindly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<strong><i>&#8220;<\/i>We<i>\u00a0<\/i>therefore<i>\u00a0<\/i><\/strong><span data-contrast=\"auto\"><strong>recommend a simple rule of governance: Segmentation = understanding. Audience = activation&#8221;<\/strong>.<\/span><\/p>\n<h2><span data-contrast=\"none\">How do you\u00a0move\u00a0from\u00a0raw data to actionable insight?<\/span><\/h2>\n<p><span data-contrast=\"auto\">To\u00a0benefit\u00a0from\u00a0effective\u00a0customer\u00a0journey\u00a0segmentation,\u00a0raw\u00a0data\u00a0is\u00a0not\u00a0enough.\u00a0<\/span><b><span data-contrast=\"auto\">The\u00a0real challenge\u00a0is\u00a0to\u00a0transform\u00a0this\u00a0data\u00a0into\u00a0actionable\u00a0indicators<\/span><\/b><span data-contrast=\"auto\">\u00a0\u2013 &#8220;scores&#8221; or &#8220;statuses&#8221; (e.g. &#8220;Customer at\u00a0risk\u00a0of attrition&#8221;, &#8220;Category\u00a0X\u00a0appetite&#8221;) \u2013\u00a0that\u00a0really\u00a0serve\u00a0your\u00a0business use cases.\u00a0<\/span><b><span data-contrast=\"auto\">A modern customer journey segmentation tool must therefore do two essential things:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Enrich.<\/strong><span data-contrast=\"auto\">\u00a0The\u00a0raw\u00a0data\u00a0is<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">recombined\u00a0to\u00a0create<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">useful business indicators. Simple example: connect <\/span><span data-contrast=\"auto\">&#8220;first name&#8221; + &#8220;last name&#8221; into &#8220;full name&#8221;. Useful example: calculate the number of messages received by this customer over the last 6 months. This second indicator becomes immediately usable to manage global marketing pressure, and to automatically exclude people who are already over-solicited.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\"><strong>Enable.<\/strong> The real issue\u00a0is<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">not to manufacture a marketing KPI. The real issue is: Does this KPI<\/span><span data-contrast=\"auto\">\u00a0become\u00a0a\u00a0targeting<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">criteria<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">that\u00a0can\u00a0be<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">activated, tight away, without a manual SQL query? <\/span><span data-contrast=\"auto\">This\u00a0is<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">where\u00a0the\u00a0<\/span><a href=\"https:\/\/imagino.com\/our-solutions\/customer-engagement-platform\/\"><span data-contrast=\"auto\">new generation CEP<\/span><\/a><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">is\u00a0a\u00a0game-changer. It\u00a0does\u00a0not\u00a0just<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">measure. It\u00a0unifies<\/span><span data-contrast=\"none\">,\u00a0<\/span><span data-contrast=\"auto\">personalizes, and orchestrates actions at the right time, on the right channel<\/span><span data-contrast=\"none\">,\u00a0<\/span><span data-contrast=\"auto\">with\u00a0the right\u00a0intensity<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;nil&quot;,&quot;469789802&quot;:&quot;nil&quot;,&quot;469789806&quot;:&quot;nil&quot;,&quot;469789810&quot;:&quot;nil&quot;,&quot;469789814&quot;:&quot;nil&quot;}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{&quot;335559685&quot;:360}\">\u00a0<\/span><br \/>\n<strong>&#8220;This ability to transform an observation into<i>\u00a0<\/i>concrete action \u2014 without going through three different teas &#8211; is now a clear competitive advantage.&#8221;<\/strong><\/p>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a849dc93ec6e\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Multi-source data: why is it important?<\/h2>\n<p><span data-contrast=\"auto\">In real life,\u00a0your\u00a0customer\u00a0data\u00a0doesn&#8217;t\u00a0live in one system.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Your\u00a0e-commerce has\u00a0its\u00a0own\u00a0vision of the\u00a0customer&#8230;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">\u2026 And\u00a0your\u00a0stores have\u00a0theirs.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Your\u00a0website\u00a0captures navigation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Your\u00a0customer\u00a0service records interactions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Your\u00a0marketing\u00a0campaigns\u00a0track\u00a0opens, clicks, conversions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Several\u00a0scenarios\u00a0then\u00a0arise:\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">You\u00a0already\u00a0have a\u00a0unified\u00a0data lake\/warehouse\u00a0base.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">All the data\u00a0is\u00a0technically\u00a0consolidated\u00a0in one place.\u00a0From\u00a0a business point of\u00a0view,\u00a0you\u00a0have\u00a0several\u00a0sources (retail, web, CRM, etc.), but\u00a0from\u00a0a\u00a0technical\u00a0point of\u00a0view,\u00a0imagino\u00a0treats\u00a0them\u00a0as\u00a0a\u00a0single source. The\u00a0result: the start-up\u00a0is\u00a0faster,\u00a0the first use cases go\u00a0into\u00a0production\u00a0sooner\u00a0(reduced\u00a0time to production).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">You\u00a0haven&#8217;t\u00a0(yet)\u00a0centralised\u00a0everything.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Store, web, e-commerce, CRM data exist in separate systems. Here too, imagino knows how to work in multi-source mode, orchestrating these different flows to produce segmentations that consume all this information.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">In practice, the\u00a0hybrid\u00a0model\u00a0is<\/span><b><span data-contrast=\"none\">\u00a0<\/span><\/b><span data-contrast=\"auto\">currently\u00a0the\u00a0most<\/span><b><span data-contrast=\"none\">\u00a0<\/span><\/b><span data-contrast=\"auto\">widespread<\/span><b><span data-contrast=\"none\">.\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;335559739&quot;:0,&quot;335572071&quot;:0,&quot;335572072&quot;:0,&quot;335572073&quot;:0,&quot;335572075&quot;:0,&quot;335572076&quot;:0,&quot;335572077&quot;:0,&quot;335572079&quot;:0,&quot;335572080&quot;:0,&quot;335572081&quot;:0,&quot;335572083&quot;:0,&quot;335572084&quot;:0,&quot;335572085&quot;:0,&quot;335572087&quot;:0,&quot;335572088&quot;:0,&quot;335572089&quot;:0,&quot;469789798&quot;:&quot;nil&quot;,&quot;469789802&quot;:&quot;nil&quot;,&quot;469789806&quot;:&quot;nil&quot;,&quot;469789810&quot;:&quot;nil&quot;,&quot;469789814&quot;:&quot;nil&quot;}\">\u00a0<\/span><\/li>\n<\/ul>\n<p data-ccp-border-between=\"0px none #000000\" data-ccp-padding-between=\"0px\"><span data-contrast=\"auto\">Here, a data\u00a0lake\u00a0like\u00a0Snowflake<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"auto\">represents the data backbone, and data systems gravitate around it <\/span><span data-contrast=\"auto\">and continue to produce business information (e.g. marketing engagement captured<\/span><span data-contrast=\"none\">:\u00a0<\/span><span data-contrast=\"auto\">email\u00a0opens, clicks, etc.),\u00a0which\u00a0are\u00a0then\u00a0sent to the\u00a0data\u00a0lake\u00a0to\u00a0enrich\u00a0a<\/span><a href=\"https:\/\/imagino.com\/fr\/resource\/rcu-vue-360-le-combo-gagnant-pour-un-marketing-qui-vise-juste\/\"><span data-contrast=\"none\">\u00a0<\/span><\/a><a href=\"https:\/\/imagino.com\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\"><span data-contrast=\"auto\">360\u00b0 customer view that can really be used by marketing.<\/span><\/a><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Why\u00a0is\u00a0aggregation\u00a0of sources\u00a0important?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">You\u00a0avoid\u00a0the &#8220;compartmentalised\u00a0tool&#8221;\u00a0effect\u00a0that\u00a0only\u00a0sees\u00a0a part of the\u00a0customer\u00a0journey.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">You can\u00a0build\u00a0segmentations and audiences\u00a0that\u00a0combine store\u00a0history\u00a0+ web\u00a0browsing\u00a0+ e-commerce\u00a0purchases\u00a0+ marketing pressure\u00a0received.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">You\u00a0make\u00a0this\u00a0vision\u00a0immediately\u00a0activated, not\u00a0just\u00a0visible in\u00a0a\u00a0report.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span data-contrast=\"none\">Dynamic indicators:\u00a0always\u00a0up to date&#8230; but not\u00a0just\u00a0any\u00a0old\u00a0way!<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:120,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">What\u00a0is\u00a0a\u00a0dynamic\u00a0indicator?\u00a0It&#8217;s\u00a0an\u00a0indicator\u00a0calculated\u00a0on the\u00a0fly,\u00a0at the moment\u00a0you\u00a0need\u00a0it.<\/span><\/b><span data-contrast=\"auto\">\u00a0Example:\u00a0&#8220;active\u00a0customer\u00a0\/ inactive\u00a0customer&#8221;.\u00a0Advantage: if the\u00a0customer\u00a0has\u00a0just\u00a0bought\u00a0an\u00a0hour\u00a0ago, the\u00a0indicator\u00a0integrates\u00a0this\u00a0purchase\u00a0immediately.\u00a0This means\u00a0you\u00a0work\u00a0on the\u00a0freshest\u00a0reality possible. But\u00a0here\u00a0are the key points (and\u00a0this\u00a0is\u00a0often\u00a0misunderstood):<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Real-time\u00a0is\u00a0not a\u00a0dogma.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Real-time has a performance\u00a0cost.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"7\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">And\u00a0above\u00a0all, real-time\u00a0does\u00a0not\u00a0always\u00a0have\u00a0business value.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">&#8220;If your<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">purchase\u00a0source\u00a0is<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">only<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">refreshed once a day, recalculating the indicator every second doesn&#8217;t help. In some cases, it makes more sense to &#8220;freeze&#8221; the value once a day, store it, and se it as is. T<\/span><span data-contrast=\"auto\">his avoids technical overloads, while remaining aligned with the actual pace of data updates.&#8221; <\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a849dc93f96a\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><span data-contrast=\"none\">AI and segmentation:\u00a0an assistant, not a replacement<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:120,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Historically, segmentation has been built by hand: &#8220;Include customers who have visited the site in the last 3 days&#8221; AND &#8220;who have purchased in-store in the last 6 months&#8221; AND &#8220;who are marked VIP&#8221; (for example). Technically, this means knowing where this information lives (web analytics, store POS, CRM loyalty, etc.), understanding how the joins should be done, and expressing all this correctly in a query editor. For marketing teams, this is not trivial. <\/span><b><span data-contrast=\"auto\">For\u00a0many,\u00a0it&#8217;s\u00a0even\u00a0blocking.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">This is exactly where AI embedded in a customer journey segmentation tool becomes interesting, provided you are pragmatic:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Analytical\u00a0AI:<\/span><\/b><span data-contrast=\"auto\">\u00a0it\u00a0calculates\u00a0scores,\u00a0projects\u00a0probable\u00a0behaviours\u00a0(&#8220;who\u00a0is\u00a0likely\u00a0to\u00a0leave&#8221;, &#8220;who\u00a0is\u00a0ready\u00a0to\u00a0buy&#8221;),\u00a0anticipates\u00a0the\u00a0next\u00a0best\u00a0products\u00a0or messages to push. It\u00a0helps\u00a0you\u00a0read\u00a0the future in data.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Generative\u00a0AI \/\u00a0natural\u00a0language:<\/span><\/b><span data-contrast=\"auto\"> it serves as an interface. You describe your targeting in natural language, the tool translates into complex queries (Text-to-SQL), then you check the result, you refine, you test your exclusions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">&#8220;AI\u00a0doesn&#8217;t<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">erase\u00a0marketing. It\u00a0does\u00a0not replace the\u00a0rules<\/span><b><i><span data-contrast=\"auto\">.\u00a0It listens<\/span><\/i><\/b><span data-contrast=\"auto\">. The AI\u00a0proposes<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">a\u00a0first version of a\u00a0result. You are in control. You\u00a0adjust. You\u00a0validate\u00a0the\u00a0perimeter<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">before<\/span><b><i><span data-contrast=\"auto\">\u00a0<\/span><\/i><\/b><span data-contrast=\"auto\">sending<\/span><b><i><span data-contrast=\"auto\">.&#8221;<\/span><\/i><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><br \/>\n&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">Human validation is therefore essential, because the risk of audience error is real. <\/span><\/b><span data-contrast=\"auto\">Sending a campaign to 1,000,000 people instead of 10,000 because a criteria has been misinterpreted&#8230; It quickly becomes very expensive, in terms of brand reputation and compliance.<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><span data-contrast=\"none\">The customer journey segmentation tool according to imagino<\/span><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:120,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">What changes concretely with a modern customer engagement platform like imagino to define the segmentation of the customer journey:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Segmentation\u00a0is\u00a0not\u00a0fixed<\/span><\/b><span data-contrast=\"auto\">\u00a0in\u00a0a\u00a0PowerPoint document. It\u00a0lives\u00a0in the\u00a0tool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">The same criteria are used for customer knowledge (strategic management) and marketing activation (campaigns, scenarios, omnichannel personalization) <\/span><\/b>within a truly <a href=\"https:\/\/imagino.com\/resource\/orchestration-customer-journey\/\">omnichannel journey orchestration<\/a><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Indicators<\/span><\/b><span data-contrast=\"auto\">\u00a0are not\u00a0just\u00a0&#8220;displayed&#8221;:\u00a0they\u00a0<\/span><b><span data-contrast=\"auto\">become\u00a0targeting\u00a0levers.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Multi-source data\u00a0becomes\u00a0an asset<\/span><\/b><span data-contrast=\"auto\">, not a\u00a0hindrance.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Governance\u00a0is\u00a0moving\u00a0from\u00a0&#8220;one-time IT\u00a0project&#8221; to &#8220;<\/span><b><span data-contrast=\"auto\">continuous\u00a0automated observations by\u00a0business\u00a0teams<\/span><\/b><span data-contrast=\"auto\">&#8221;\u00a0mode.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"9\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"6\" data-aria-level=\"1\"><span data-contrast=\"auto\">AI\u00a0does\u00a0not replace. It\u00a0<\/span><b><span data-contrast=\"auto\">assists,\u00a0secures,\u00a0accelerates.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">Result\u00a0for\u00a0you:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">More\u00a0autonomy\u00a0for marketing\u00a0teams;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Better\u00a0control of commercial\u00a0pressure;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">More relevant\u00a0communications,\u00a0therefore\u00a0better\u00a0perceived;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"10\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">An ability to personalize your customer journeys without giving up control of your architecture.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Result\u00a0for\u00a0your\u00a0end\u00a0customers:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">A more\u00a0coherent, more\u00a0useful,\u00a0less\u00a0intrusive\u00a0relationship;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">The feeling of\u00a0being\u00a0recognised\u00a0at\u00a0each\u00a0stage of the\u00a0journey;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Noto Sans Symbols\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Noto Sans Symbols&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">An\u00a0experience\u00a0that\u00a0makes\u00a0you\u00a0want\u00a0to\u00a0come back.<\/span><\/li>\n<\/ul>\n<p class=\"p1\">\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6a849dc9408e6\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--green-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/03\/SCR-360\u00b0-View_-The-winning-combo-for-marketing-that-hits-the-nail-on-the-head-300x169.png\" alt=\"SCR Synergy &#038; 360\u00b0 View\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-green\">Blog Article<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">English<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">SCR + 360 view : The winning combo for marketing that hits the nail on the head<\/h2>\n                                                    <div class=\"description\"><p><span class=\"NormalTextRun SCXW50938833 BCX0\">SCR<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0+ 360\u00b0\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">View<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">: The\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">complete<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">customer<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0vision\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">finally<\/span><span class=\"NormalTextRun SCXW50938833 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW50938833 BCX0\">explained. <\/span>Find out more from our recent blog article.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\" target=\"\" class=\"btn--small btn btn--gradient-purple\">Find out more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Is your customer segmentation outdated? 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