Name: How to turbocharge your customer segmentation with AI
Uploaded: 2023-11-21T12:02:08.424Z
Duration: 263.86

GWang_Interview_v3.mp4

GWang_Interview_v3.vtt

English

{{00:00:09}}
Customer segmentation is to understand
customers, your audience, and create, you

{{00:00:15}}
know, personalized content, messaging.

{{00:00:18}}
So it's really, really complicated.

{{00:00:20}}
But you know, we're living in the
AI, era, you know, where you can

{{00:00:26}}
collect huge amount of data and that
really make the customer segmentation

{{00:00:31}}
really, really exciting today.

{{00:00:39}}
I think marketers, the big challenge
is sometimes, you know, when we said

{{00:00:43}}
emails, it's not relevant and the customer
segmentation really to understand the

{{00:00:49}}
customers and us,  understand, you know,
individual person, what they really want.

{{00:00:55}}
And,  and again, customer segmentation
really important piece is to power

{{00:01:01}}
data and the data you can collect.

{{00:01:03}}
You know, a million data points for
each account and the individual person.

{{00:01:08}}
You can also collect huge amounts of
data to understand that individual

{{00:01:12}}
person at the right time and then
feed the right content, the messaging.

{{00:01:18}}
And,  and that person or that,
that, that account can take actions

{{00:01:24}}
based on what you're feeling.

{{00:01:30}}
AI for marketing.

{{00:01:32}}
My team is in part of
marketing at Snowflake.

{{00:01:37}}
We are doing a lot of technical
work around AI machine learning,

{{00:01:41}}
particularly for my, a couple use
cases from my team, right, right now

{{00:01:46}}
at Snowflake,  we have a massive,
massive database that we market to.

{{00:01:52}}
You know,  just regarding individual
person, we have all have job titles

{{00:01:58}}
and the Snowflake database, we have 1.

{{00:02:02}}
4 million different job titles and
just to classify those job titles

{{00:02:07}}
by different personas has a lot
of challenge for us historically.

{{00:02:13}}
You know, in our marketing
database, we have created

{{00:02:17}}
different rules to segment those 1.

{{00:02:21}}
4 million titles into
persona,  buying in groups.

{{00:02:26}}
And recently, given the exploration of
AI and generative AI, actually my team

{{00:02:33}}
has, you know, has been using something
called natural language processing.

{{00:02:39}}
You know, techniques to
really to segment those 1.

{{00:02:43}}
4 million job titles into
very, very granular ways.

{{00:02:48}}
And if we're talking about
different languages across the

{{00:02:52}}
globe, Snowflake will mark.

{{00:02:54}}
We have,  penetrated, you know, many,
many markets in different languages,

{{00:03:00}}
Japanese, Korean, Mandarin, and all
these languages, Italian, Spanish.

{{00:03:05}}
So we need to leverage,  AI
to help us segment those 1.

{{00:03:10}}
4 million job titles.

{{00:03:12}}
In the right buying groups and,  and
the only way we can do it, the,  do,

{{00:03:17}}
do the job title, you know, persona
segmentation is via the AI solutions.

{{00:03:30}}
We can collect huge amount of data
more and more, you know, the way for

{{00:03:36}}
us to understand customers better,
understand individuals better, and

{{00:03:42}}
understand our consumers better,
and understand our customers better.

{{00:03:45}}
And with that, then we can really
curate the right content, the right

{{00:03:51}}
campaigns, the right messaging to hit
the point when the customers and when the

{{00:03:56}}
consumers need the information from us.

{{00:04:00}}
And with all this data curated
messaging campaign content.

{{00:04:05}}
The customers, the audience can take
the right actions right away and

{{00:04:10}}
really engage with marketing campaigns.

{{00:04:13}}
So that's how I envision the
future of AI in marketing.

Customer segmentation is to understand
customers, your audience, and create, you

But you know, we're living in the
AI, era, you know, where you can

collect huge amount of data and that
really make the customer segmentation

I think marketers, the big challenge
is sometimes, you know, when we said

emails, it's not relevant and the customer
segmentation really to understand the

customers and us,  understand, you know,
individual person, what they really want.

And,  and again, customer segmentation
really important piece is to power

You know, a million data points for
each account and the individual person.

You can also collect huge amounts of
data to understand that individual

person at the right time and then
feed the right content, the messaging.

And,  and that person or that,
that, that account can take actions

My team is in part of
marketing at Snowflake.

We are doing a lot of technical
work around AI machine learning,

particularly for my, a couple use
cases from my team, right, right now

at Snowflake,  we have a massive,
massive database that we market to.

You know,  just regarding individual
person, we have all have job titles

4 million different job titles and
just to classify those job titles

by different personas has a lot
of challenge for us historically.

You know, in our marketing
database, we have created

4 million titles into
persona,  buying in groups.

And recently, given the exploration of
AI and generative AI, actually my team

has, you know, has been using something
called natural language processing.

You know, techniques to
really to segment those 1.

4 million job titles into
very, very granular ways.

And if we're talking about
different languages across the

We have,  penetrated, you know, many,
many markets in different languages,

Japanese, Korean, Mandarin, and all
these languages, Italian, Spanish.

So we need to leverage,  AI
to help us segment those 1.

In the right buying groups and,  and
the only way we can do it, the,  do,

do the job title, you know, persona
segmentation is via the AI solutions.

We can collect huge amount of data
more and more, you know, the way for

us to understand customers better,
understand individuals better, and

understand our consumers better,
and understand our customers better.

And with that, then we can really
curate the right content, the right

campaigns, the right messaging to hit
the point when the customers and when the

And with all this data curated
messaging campaign content.

The customers, the audience can take
the right actions right away and

So that's how I envision the
future of AI in marketing.

Expert Insight

AI algorithms have not only sped up the process of analysing customer data but can now provide deeper insights than were once possible. Using AI to provide highly refined and targeted audience segmentation is a great way to strengthen your marketing efforts and build stronger relationships with your audience. 
In this video, Guan Wang, senior director at Snowflake, helps you understand what is available and how to best utilise this for your marketing strategy.


Segmentation

Content Marketing

Marketing Performance

Marketing insights

Marketing strategy

Digital Marketing

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Guan-Wang_502807_1686082588.jpg

Guan Wang

Senior Director, Marketing Intelligence

Wang explains the efficacy of customer segmentation, highlighting its power in categorising customers.

What is customer segmentation?

According to Wang, unlocking the potential of extensive data is crucial for delivering timely and personalised content, empowering customers to take actions aligned with their preferences.


The importance of customer segmentation

Wang delves into his company's AI-driven approach, enabling a finer segmentation even with large data sets.

AI's power in segmented marketing

The discussion revolves around how various entities handle data, emphasizing the importance of a privacy-focused mindset among agencies, platform owners, and governments to ensure responsible data usage.

Privacy in customer segmentation

According Wang,  the future of AI is about the ability to collect extensive data, allowing for a profound understanding of customers and individuals.