Identifying Customers' Preferred Communication Channel

Identify customer preferences between mobile and desktop channels

Difficulty: Introductory · Modules: Decision Hub

Channels

mobile application
website

Industries

Automotive
Finance
Books
Construction
Cosmetics
Electronics
Fashion & Apparel
FMCG
Home & Furniture
Jewelry
Retail
Telco
Media
Multi
Travel

Challenges addressed

Optimize your website and campaigns
Personalize communication
Prepare analysis

Summary

This use case focuses on creating precise customer segments using Synerise's real-time segmentation engine that combines behavioral, transactional, and demographic data for targeted marketing. Specifically, "Identifying Customers' Preferred Communication Channel" enables your team to identify customer preferences between mobile and desktop channels. This implementation balances ease of setup with meaningful business impact.

Example Scenario

Your marketing team needs to identify high-value customers who have purchased in the last 30 days, have a preference for premium brands, and have engaged with email campaigns in the past week. Using Synerise's segmentation tools, this complex query runs in real time across millions of profiles, producing a dynamic segment that updates automatically as customers meet or exit the criteria.

Business Challenge

Optimize your website and campaigns
Personalize communication
Prepare analysis

Solution

Synerise Segmentation Engine supports both rule-based and AI-assisted segment creation. Marketers define segments using a visual builder with conditions on events, attributes, aggregates, expressions, and prediction scores. Segments evaluate in real time — adding or removing customers as their data changes. Segments integrate with all activation channels including email, push, SMS, Dynamic Content, and automation flows.

This implementation leverages Synerise's Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring. The solution delivers results through mobile app experiences including in-app messaging, push notifications, and native UI personalization and website interactions including browsing behavior, on-site engagement, and web-based content delivery.

Expected Impact

Implementing this use case delivers measurable improvements across multiple business dimensions. Organizations typically see results within the first 1-2 weeks of deployment, with compound gains as the system learns from additional data. The introductory-level implementation complexity means teams can quickly validate the approach and scale from there.

Key KPIs

Segment precision and recall rates
Campaign performance by segment
Segment-level conversion rate
Revenue per segment
Segment growth or shrinkage trends

Data Inputs

mobile application — mobile app experiences including in-app messaging, push notifications, and native UI personalization
website — website interactions including browsing behavior, on-site engagement, and web-based content delivery
Decision Hub — Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring

Implementation Steps

1. Define segment criteria using the visual segment builder with behavioral and attribute conditions
2. Test segment size and composition before activation
3. Connect segments to marketing channels and automation flows
4. Set up segment-level reporting and KPI dashboards
5. Monitor segment dynamics and refine criteria based on performance
6. Create lookalike segments for audience expansion

Technology Explanation

Synerise's segmentation engine operates on a streaming architecture that evaluates segment membership in real time as events arrive. Complex conditions including event sequences, time windows, and aggregate functions are compiled into an optimized query plan. The engine handles segments with millions of members with sub-second evaluation latency.

Platform Components

Decision Hub — Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring

Channels

mobile application — mobile app experiences including in-app messaging, push notifications, and native UI personalization
website — website interactions including browsing behavior, on-site engagement, and web-based content delivery

Target Industries

Automotive
Finance
Books
Construction
Cosmetics
Electronics
Fashion & Apparel
FMCG
Home & Furniture
Jewelry
Retail
Telco
Media
Multi
Travel

Functionality Used

Aggregates
Segmentation — creating precise customer segments using Synerise's real-time segmentation engine that combines behavioral, transactional, and demographic data for targeted marketing

Implementation Complexity

Introductory — This is a beginner-friendly use case that can be implemented quickly with minimal configuration.

Time to Value

1-2 weeks

Documentation

https://help.synerise.com/docs/use-cases/channel-preference/

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