Segmentation. It’s been part of marketing for eons, but now the age of Big Data is bringing it all into a new level of efficacy. And bullshit, obviously.
But what do such terms mean? Segmentation means working out who your audience is so you can advertise to them more effectively – splitting them up into segments so you can pick the message that’s most relevant to each one rather than a “one size fits all” approach.
Big Data? Your company collect loads of data and has done for years: from purchase information to website analytics, email addresses to birthdays and anniversaries. And now you want to use it, but there’s so much of it you don’t have the manpower to sift through it all. So you need software to do it for you and come up with the insights you need to be more effective.
So put those two things together and you have loads of data which should help you understand your customer better to inform your marketing and product decision-making processes.
That’s the theory, anyway.
Now, marketing types love a bit of segmentation. It’s always in the top 3 of management consultants recommendations when they don’t know what else to suggest: “Perhaps it’s time to segment your database?” is right up there with “ Let’s look at a loyalty programme” and “We should consider retargeting as an online marketing tactic.” It all sounds lovely when spoken authoritatively and with a big folder of research statistics to hand to make it look like it’s all based on sound evidence, of course. But does it actually work?
Well, yes, actually. It isn’t controversial to say that well-targeted messages perform better than poorly-targeted generic ones. But there is often something missing – a soul. The hidden extra factors that make something human are not always revealed in data because – despite what neuro-marketers wish you to believe – we simply don’t understand everything about how the human mind works. As such, expensively-produced marketing that works by the numbers can – and sometimes does – still fail.
And so to the Bonzo Dog Doo-Dah band. For the unfamiliar, an acid-drenched muso-fest of a band, public schoolboys who got beaten up during sports lessons but excelled at music; classically-trained bods who, through a love of comedy, eccentricity and, erm, psychedelic drugs, somehow uncovered many fine truths about what it is to be British that still hold up some 40 years after their heyday.
I had heard the song “Urban Spaceman” a thousand times before it suddenly clicked what it’s really all about. The 1960s saw advertising take off in whole new directions, along with the increase in media space to deliver it. And so, the song was a paean to these characters seen only in adverts – beautiful superhumans beyond reproach, not a human flaw amongst them.
Only the last line of the song reveals the truth – I’ll leave the punchline to them. And marvel at how a bunch of very fine musicians with an odd sense of humour realised it long before the rest of us.