NEWS20 December 2018

Marketing segmentation more important post-GDPR

Data analytics GDPR Media News Privacy UK

UK – Marketers are increasing their use of data segmentation since the introduction of the General Data Protection Regulation (GDPR), suggests research from credit referencing company TransUnion.

blue graphic individuals being circled in red pen

Two-thirds ( 66%) of marketers surveyed in the research said they are now less able to personalise marketing to individuals and have switched to segmentation. Eight out of 10 ( 78%) agreed that being able to segment or understand their existing customer database is now more important following GDPR coming into effect in May.

The survey of 100 UK marketing decision-makers also found that 63% are now using widely accessible data such as firmographics, demographics or geodemographics as their primary segmentation dimension. Additionally, 62% said they felt confident they can segment their consumer database more effectively.

Almost half ( 46%) of marketers surveyed said they are increasing their focus on digital advertising post-GDPR, with the same proportion increasing their focus on direct mail, while others are increasing their focus on content marketing ( 53%), paid social ( 51%) and online PR ( 50%) respectively.

Ryan Kemp, business development director at TransUnion said: “The GDPR has restricted marketers’ abilities to micro-target customers and that’s why we’ve seen a huge rise in the use of widely accessible data that doesn’t infringe on a person’s privacy, but can give a better understanding who you’re marketing to. There’s also a clear indication that as a result of the GDPR there has been a rebalancing between both push and pull tactics, as well as online and offline marketing.”