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How can you use the STP framework to segment your Marketing Analytics?

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Marketing analytics is the process of measuring, analyzing, and optimizing the performance of your marketing activities. It can help you understand your customers, competitors, and market trends, and improve your return on investment. But how can you make sense of all the data you collect and use it to create effective marketing strategies? One way is to use the STP framework, which stands for segmentation, targeting, and positioning. In this article, you will learn how to apply the STP framework to segment your marketing analytics and create more relevant and personalized campaigns.

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Perry Nusbaum

Renewable Energy is the passion with solar hitting the hockey stick portion of adoption curve - saving homeowners…

1 What is the STP framework?

The STP framework is a marketing model that helps you identify and reach your most valuable customers. It consists of three steps: segmentation, targeting, and positioning. Segmentation is the process of dividing your market into smaller groups of customers who share similar characteristics, needs, or preferences. Targeting is the process of selecting the most attractive segments for your business and tailoring your marketing mix to meet their needs. Positioning is the process of creating a distinctive image and value proposition for your brand in the minds of your target customers.

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2 Why segment your marketing analytics?

Segmenting your marketing analytics can help you gain deeper insights into your customer behavior, preferences, and needs. By analyzing the data of different segments, you can identify the patterns, trends, and opportunities that are relevant for each group. You can also compare the performance of your marketing activities across segments and evaluate their effectiveness and efficiency. Segmenting your marketing analytics can help you optimize your marketing budget, improve your customer satisfaction, and increase your competitive advantage.

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Perry Nusbaum

Renewable Energy is the passion with solar hitting the hockey stick portion of adoption curve - saving homeowners billions, reducing Co2 emissions by trillions of pd.Once again creating/writing a new script ????
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Segmenting is table stakes, straight-forward and absolutely necessary to effectively reach, connect and measure marketing tactics.

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3 How to segment your marketing analytics?

There are many ways to segment your marketing analytics, depending on your business goals and data availability. You can use various criteria to segment your customers, such as demographics, psychographics, behavior, geography, or lifecycle stage. You can also use multiple criteria to create more specific and meaningful segments. For example, you can segment your customers by age, gender, income, and interests, or by purchase frequency, loyalty, and satisfaction. You can use tools like Google Analytics, Tableau, or HubSpot to collect and analyze your data and create segments.

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Perry Nusbaum

Renewable Energy is the passion with solar hitting the hockey stick portion of adoption curve - saving homeowners billions, reducing Co2 emissions by trillions of pd.Once again creating/writing a new script ????
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Segmenting by the above intersected with KPI’s is a great tactic and can reap a tremendous ROAS. A decent DMP or your Programatic partner can help here.

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4 How to target your marketing analytics?

Once you have segmented your marketing analytics, you need to decide which segments to target with your marketing campaigns. You can use different methods to evaluate and select your target segments, such as market size, growth potential, profitability, competition, or alignment with your business objectives. You can also use a scoring system to rank your segments based on various criteria and choose the ones with the highest scores. You can use tools like Excel, Power BI, or Marketo to calculate and compare your segment metrics and make informed decisions.

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5 How to position your marketing analytics?

The final step of the STP framework is to position your brand and offer in a way that appeals to your target segments and differentiates you from your competitors. You need to craft a clear and compelling value proposition that showcases the benefits and solutions that you provide to your customers. You also need to communicate your value proposition through your marketing channels and messages, such as your website, social media, email, or advertising. You can use tools like Canva, Mailchimp, or Hootsuite to create and deliver your marketing content and measure its impact.

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6 How to use the STP framework to segment your marketing analytics?

The STP framework is a powerful and practical tool that can help you segment your marketing analytics and create more effective and personalized marketing campaigns. By following the three steps of segmentation, targeting, and positioning, you can understand your customers better, reach them more efficiently, and persuade them more convincingly. You can use various tools and techniques to collect, analyze, and visualize your data and create segments, select targets, and craft positions. You can also use the STP framework to monitor and evaluate your marketing performance and make adjustments as needed.

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Ali Shafaghi

Marketing Data Analyst @ Alibaba Travels Co.
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The STP (Segmentation, Targeting, Positioning) framework in marketing analytics involves three key stages: 1. *Segmentation (S)**: Divide the market into distinct customer groups using data analytics based on demographics, psychographics, and behavior. 2. *Targeting (T)**: Choose which segments to focus on based on profitability and potential, create customer personas, and track metrics like conversion rates and ROI. 3. *Positioning (P)**: Craft unique value propositions for each target segment, align marketing messages, and continuously analyze performance through metrics like brand perception and customer sentiment. Marketing analytics plays a vital role in each stage, ensuring data-driven decisions and effective marketing strategies

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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基思

Product Marketing Manager
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Specific, simple examples of applying the STP framework specifically for marketing analytics: - Segment your website traffic by traffic source. This will help you to see which sources are driving the most visitors to your site. - Segment your email list by open rates and click-through rates. This will help you to identify the subscribers who are most engaged with your content. - Segment your social media followers by interests and demographics. This will help you to create more relevant and engaging social media content. - Segment your CRM data by purchase history and customer lifetime value.

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How can you use the STP framework to segment your Marketing Analytics?

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1 What is the STP framework?

2 Why segment your marketing analytics?

3 How to segment your marketing analytics?

4 How to target your marketing analytics?

5 How to position your marketing analytics?

6 How to use the STP framework to segment your marketing analytics?

7 Here’s what else to consider

Marketing Analytics

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How can you use the STP framework to segment your Marketing Analytics?

1

2

3

4

5

6

7

1 What is the STP framework?

2 Why segment your marketing analytics?

3 How to segment your marketing analytics?

4 How to target your marketing analytics?

5 How to position your marketing analytics?

6 How to use the STP framework to segment your marketing analytics?

7 Here’s what else to consider

Marketing Analytics

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