There are many ways to create segments for targeted marketing based on the data you’ve collected. What did they purchase lately? Where do they live? Which pages on your site they visited most recently? All these touchpoints are opportunities to fine-tune the customer journey and start offering them exactly what they are looking for.
Of course, the limits of your segments are based on the data points you are collecting. Using an integrated marketing tool will allow for tracking of more touchpoints and creating more automated campaigns around those.
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