Partner Content
Are you tired of feeling like a detective trying to figure out the exact status of your audience segments?
Do you find yourself stuck trying to understand why a segment failed, without any guidance on how to fix it? If so, you’re not alone. As a marketer, you’re not just looking for a powerful tool such as a Customer Data Platform (CDP) to manage audiences efficiently, but also for an interface that is easy to use and provides visibility into the segments you’re working with.
Let’s take a step back for a moment…
Creating segments of first-party audiences for campaign activation in programmatic advertising, social media or marketing platforms is an integral function of a CDP. And the closer the characteristics of an audience segment align with the target audience, the more likely the marketing team will deliver bottom-line (such as a decrease in cost per order) and topline (such as an increase in the conversion rate) results.
Furthermore, audience segments make up a third of the old adage: successful marketing campaigns are built on sending out the right message, at the right time to the right audience.
Therefore, you must look after your segments like a well-maintained vegetable patch!.
But, how do you know if your audience segment is ready for campaign activation if you are not aware of failures or indeed successes?
This is where Zeotap CDP can come in! Segment Lifecycle provides you with the utmost clarity on segments by displaying both the processing status and the destination upload status. With this granular-level information available, even the most non-technical user can resolve errors without external guidance, in just a few clicks.
Segment Lifecycle powers the Segment Status Display use case by tracking, recording and displaying segment events over time. This ultimately drives improvements to time-to-campaign as well as the actionability of marketing. Furthermore, you can analyse audience segments directly in the platform, without the need for technical support, so that you can easily assess the status of each segment to ensure they proactively address issues and ultimately always be campaign-ready.
The Segment Lifecycle panel also allows you to view the entire history of a segment, from creation to current status. And in case of any failures, you can easily find out when and why it happened and who was responsible.
Let us take the example of a marketing manager and team members who have a large campaign coming up, which will require multiple audience segments. The members of the team are creating these segments and uploading them to the relevant social media platforms ready for activation on campaign day.
Using the Segment Lifecycle panel, the marketing manager is able to see that three segments uploaded successfully, but two failed. The Segment Lifecycle panel displays the reason for failure. For example, a failure can occur when a segment has a strict consent rule applied against it, but the users within the segment have not given the necessary consent to be engaged. The marketing manager is able to resolve the issue within just a few clicks and without the need of external support. The marketing team is now campaign-ready safe knowing that the audience segments have been successfully uploaded to the social media platforms.
Why is all this important? Clarity on your segment’s status is crucial for campaign readiness and avoiding uncertainty. Error diagnosis directly in the platform allows you to make the fix – with no tech support required!