What is an advantage of using sequential segments for e-commerce targeting?

Using sequential segments for e-commerce targeting allows marketers to track customer browsing behavior effectively. This approach involves monitoring the sequence of actions a user takes, which can reveal patterns and preferences in their shopping journey. By understanding these sequences, brands can tailor their marketing strategies more precisely to meet the immediate needs and interests of customers.

Sequential segments provide insights into how users move through different stages of the buying process, from browsing to cart abandonment, helping to optimize each touchpoint. For example, if a customer frequently views specific product categories or repeatedly visits the same items without purchasing, this information can inform targeted advertisements, personalized emails, or even in-site recommendations.

This capability helps businesses engage customers in a more personalized manner, increasing the likelihood of converting potential buyers into actual customers. Thus, the ability to effectively track and analyze customer browsing behavior through sequential segments enhances targeting precision and leads to better marketing outcomes.