3 MINUTES BULLSHIT WITH GEORGE #7: Segmentation in User Acquisition with Alexander Borovskiy

Episode #7 of 3 MINUTES BULLSHIT WITH GEORGE featured Alexander Borovskiy, Consumer Insights Director at The Estée Lauder Companies Inc. We discussed Personification and Customisation in User Acquisition.

You can listen to the full episode here:


In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Alexander Borovskiy, Consumer Insights Director at The Estée Lauder Companies Inc. The Estée Lauder Companies Inc. is the multinational manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products.


Alexander shares his experience as the Consumer Insights Director with the process of Segmentation in User Acquisition.


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Connect with Alexander and The Estée Lauder Companies Inc. here:



Timestamps:

00:00 Dance

00:08 Alexander’s Introduction

00:44 Segmentation in User Acquisition

02:53 Bloopers



Transcript & Key takeaways from the episode:

  • There are several steps to move forward with Segmentation development for specific User Acquisition Channel/Network.

  • First, to do a survey to build segments by attitude, values, lifestyle based, on the stage of the questionnaire design you just include all the attributes, which you have at specific UA Channel/Network to then just have those segments distinguished by those attributes available at the activation stage.

  • Then you just pick the right attributes at specific UA Channel/Network and have your segments targeted.



George: Regarding personalization and customisation of User Acquisition. What is your experience and what did you do?


Alexander: Yeah, sure. I will share my approach. So basically you start with the survey. You do the survey to build the segments, right? And those segments will be attitude based, values based, lifestyle based.

And then you have a question: how to activate them online? And the answer can be pretty straightforward. On the stage of the questionnaire design you just include all the attributes, which you have at Facebook ads or Google ads(in case of web) to then just have those segments distinguished by those attributes available at the activation stage. So then you just pick the right attributes at whatever Facebook ads or Google ads(in case of web) and have your segments targeted. It works.



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