Mastering Segmentation

Learn more about what segmentation is, types of segmentation and use cases for each.

Firstly, what is segmentation?
Segmentation lets you divide your user base into smaller groups based on shared characteristics. For example, you can segment your members by role, interest, building, floor, apartment, and many more (which we’ll cover below). 

This information helps you target your members with more relevant content, increasing engagement and overall satisfaction.

Why is segmentation important?
Let’s go back to Marketing 101. If you want you want to engage your audience, you need to send them content and offers that are relevant and timely.

The same can be said for engaging your members. If you’re constantly sending them emails or notifications that aren’t relevant or not a priority, they’ll eventually tune out. 

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How can I use segmentation on my platform?

Segmentation can be used in many different ways and gives you the ability to:

• Personalise interactions and curate bespoke experiences for your members

• Segment news, building information, deals, products, services, important announcements, email communications, push notifications, and more

• Segment content to your users by roles, interests, building, level, and even apartment

• Gather insights to understand segment sizes, activity, customer preferences, and interests better

• Enable prospecting access to support your leasing strategy

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Nine ways you can segment users in Equiem One

#1-4: Building, level, area & apartment
You can target building levels, apartments, areas, wings, or an entire building with targeted communications and content.

#5-6: Company & company attributes
Users can target a specific company or number of companies with set company attributes. 

#7-8: Groups, Roles & user attributes
Based on one's role or group, you can target Workplace Managers, HR Managers, Fire Wardens, Advocates, etc. You can also target users based on what interests them. For example

• Arts & Crafts

• Music & Entertainment

• Food & Drink

• Networking & Socialising

• Reading & Writing

• Self-Development & Learning

• Sport & Fitness

• Technology & Innovation

• Travel

• Charity & Mentoring

• Health & Wellness

#9: User types
This segmentation provides the ability to target specific types of users that are registered on your platform: Commercial, Residential, and Visitors. When a user registers to your platform, they will choose whether they live here, work here, or are visiting. This will determine the user type they are assigned.

Specific use cases for Content Segmentation
Now that we know how you can segment users in Equiem, let’s look at specific use cases for each. 

Building, level, area & apartment segmentation use cases:

• Emergency Updates - In the case of an emergency, communications such as SMS notifications may only need to be sent to the occupiers/residents within the affected location, such as a level or entire building.

• Building Contacts - Building Manager, operations and security contact details, or any other required contacts, may be visible specifically for the occupiers/residents within the building they relate to, through segmented building info posts. 

• Redevelopment Updates - If a building is undergoing redevelopment, you can create content explicitly targeting occupiers/residents within that building, as any updates, such as noise disruption, will directly influence them.

• Building Policies - For buildings with separate services and facilities, such as loading bays, gyms, and parking, policies specific to that building or block of apartments, including opening hours, loading bay heights, waste management, etc., may be created as segmented building info posts for the occupiers within the building/area.

• Specific Linking - Segmented quick links help send people to specific URLs for a building, including visitor management and air quality dashboards.

• Change in Egress - Suppose the ability to access a building has altered. In that case, sending a segmented newsletter to occupiers working/living within that building is a quick and effective way to ensure they know about the change.

• Building-Specific Offers - Buildings with onsite retail may provide deals and offers specifically for the occupiers that work or live within the building. These offers can be made available to the occupiers within the building via Deals segmentation in the Store Manager.

Company segmentation use cases:

• New Occupier Move-in - Utilise segmentation to welcome new occupiers set to move in, with targeted information about the building, segmented events programs and news, or a welcome deal at the onsite cafe.

• Leasing Decisions - With leases coming up for renewal, be able to target occupiers with tailored content, asking for feedback or improvements to their experience working in the building. Prospective occupiers can also be registered to the platform and see targeted content promoting the building and its offering.

• Occupier Satisfaction - If some occupiers have specific requirements or have complained about something particular, segmentation will allow building managers and onsite teams to inform occupiers better to increase satisfaction.

• Policies - There may be differing policies per company that you wish to provide members. These policies can be segmented to their company, utilising targeted building information posts.

• Employee Perks Programmes - Employee Perks or Employee Assistance Programmes, providing well-being services or discounts and offers for employees, can be created as deals within the store and segmented for specific company visibility only.

• Public Holiday Opening Hours - As public holidays are near, send retail trading hours to retailers and office opening hours to occupiers.

Roles and Groups segmentation:

• Fire Warden Training - Invite Fire Wardens to upcoming training dates and share critical updates and information directly with this group.

• Tenant Representative Meetings - Invite Tenant Reps/Workplace Managers to the upcoming meetings and share meeting minutes, key news, and updates through content and targeted newsletters.

• Pre Launch Communications - Segment Pre-launch communications to Workplace Managers, such as Refer a Colleague campaigns and Prelaunch Registration information.

• Advocacy Engagement - Get our advocates to provide feedback and testimonials, or surprise & delight them with perks and events.

• Incentives for KTCs - Give Key Tenant Contacts additional perks or rewards to encourage referrals and advocacy of the platform.

• Resources - Share valuable resources and updates with HR Managers & office admins, e.g., well-being information, perks & policy best practice papers.

User type segmentation:

• Visitor Information - Maps for navigation, public realm events and offers, and information regarding visitor access can be segmented to Visitors.

• Resident Policies - Policies regarding waste management, window cleaning, apartment cleaning, rental payment schedules, etc., may be segmented to residents with building info posts.

• Contact Details - Residents and Visitors will likely require different contact details from those that Occupiers would need. These details can be visible to the right audiences with segmented building info posts.

• Weekend & After Hours Events - As residents are likely to access the platform at differing times to the usual office occupier market, releasing newsletters and after-hours content specifically targeting residents is an effective way to ensure that office occupiers are not bombarded with content that may not be relevant to them.

• Resident News & Competitions - To engage residents with campaigns and activations that are more primarily related to them as an audience, segmented news posts may be published to only be viewable by residents.

How to use data to understand tenant segments
By properly segmenting your tenant base, you’ll glean better insights from your data. All Equiem One users get access to segmentation reporting and can see the following:

• Top-Level Snapshot - Quickly get a snapshot of the totals for the different segment types (Company Attributes, Company Industries, User Interests, and User Roles), including the top 3 options based on active users

• Filter by Segment type - Use the Segment Type filter to control the visuals on the dashboard. The visuals below the snapshots will update based on this setting

• Drill-down by Value - By default, the visuals will include all of the segment-type values. You can use the controls to control how many values are shown, or you can narrow down the data to a particular value using the controls at the top.

• Segment Type vs. % of Registered Users - Determine the % of registered users based on your segment type and value.

• Segment Type Registered Users vs. Active Users - Determine how active users are based on segment type.

• Company Industry/User Interest Correlation - See user activity correlation between company industry and user interest, i.e., what the most active users are by interest and what industries they work in.

Our segmentation feature is an essential tool for you, allowing you to provide your members with personalised experiences and relevant content. Segmentation enables you to target specific use cases, ensuring that your communications are timely, relevant, and tailored to the needs of each tenant group. This helps you gather valuable insights from your data to better understand and cater to tenant preferences and interests.