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[...e.target.classList];\r\nconsole.log(targetClassesArr);\r\nif (targetClassesArr.includes('share-icon--linkedin')) {\r\nconst shareURL = `https://www.linkedin.com/sharing/share-offsite/?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--facebook')) {\r\nconst shareURL = `http://www.facebook.com/sharer/sharer.php?u=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--twitter')) {\r\nconst shareURL = `https://twitter.com/intent/tweet?url=${pageURL}`;\r\nwindow.open(shareURL, '_blank');\r\n}\r\nif (targetClassesArr.includes('share-icon--email')) {\r\nconst shareURL = `mailto:?subject=Check out this news from Snowflake&body=${pageURL}`;\r\nwindow.open(shareURL);\r\n}\r\n\r\n\r\n\r\n\r\n\r\n});",":type":"snowflake-site/components/markup-editor","isGSAPEnabled":false}},":itemsOrder":["markup_editor"]}},":itemsOrder":["container_949147658"]},"cq:LiveSyncConfig":{"cq:isDeep":true,"cq:rolloutConfigs":[],"cq:master":"/content/experience-fragments/snowflake-site/language-masters/it/site/share-icons/share-icons",":type":"cq:LiveCopy"}},":itemsOrder":["root","cq:LiveSyncConfig"],"classNames":"aem-xf","appliedCssClassNames":"snowflake-responsive-component-top-padding-extra-small"}},":itemsOrder":["text","experiencefragment"]},"flexible_column_content_container_2":{"layout":"SIMPLE","id":"fundamentals-main-content",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-large",":items":{"container":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"overview",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-2bd66a2282","type":"heading2","lines":["Presentazione"],":type":"snowflake-site/components/title-v2"},"text":{"id":"text-e817823685","text":"\u003Cp\u003ELa segmentazione della clientela è un elemento chiave delle moderne strategie di \u003Ca href=\"https://www.snowflake.com/it/solutions/departments/marketing/\"\u003Emarketing\u003C/a\u003E, progettate per aiutare le organizzazioni a targetizzare con maggiore precisione le iniziative di marketing comprendendo meglio i modelli di comportamento dei clienti. La segmentazione della clientela consente alle aziende di personalizzare più facilmente le attività di marketing senza dover creare un piano di marketing per ogni singolo cliente. Questo approccio può tradursi in un’esperienza migliore per tutti, migliorando al contempo il ROI complessivo dell’azienda.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text"]},"container_copy":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"what",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-5c9a9bf570","additionalClasses":"headline-decoration","type":"heading2","lines":["Che cos’è la segmentazione dei clienti?"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-ba20ea99e7","additionalClasses":"list--blue-bullets","text":"\u003Cp\u003ECome suggerisce il nome, la segmentazione dei clienti è il processo di raggruppamento dei clienti di un’azienda in insiemi omogenei sulla base di caratteristiche chiave rilevanti per il business. L’obiettivo della segmentazione dei clienti è comprendere meglio ciò che conta per i diversi gruppi di clienti, come si comportano e cosa hanno in comune.\u003C/p\u003E\r\n\u003Cp\u003EIn molte organizzazioni (in particolare in ambito business-to-business, o B2B), questi segmenti di clientela sono definiti con il termine inglese “personas\u003Ci\u003E”\u003C/i\u003E. Una persona descrive in modo dettagliato un cliente prototipico, rappresentativo di un determinato segmento. Questa persona, che può anche avere un nome proprio come Sheila o Joe, può includere ruolo professionale, età, anni di esperienza, responsabilità lavorative, motivazioni, sfide aziendali e competenze chiave. I team di marketing adattano messaggi su misura per ciascuna persona. \u003C/p\u003E\r\n\u003Cp\u003ESia in ambito B2B sia B2C (business-to-consumer), tutte le attività di segmentazione dei clienti servono ad aiutare i marketer a decidere dove investire il budget di marketing e come raggiungere in modo più efficace i diversi segmenti.\u003C/p\u003E\r\n\u003Cp\u003EAd esempio, una concessionaria di automobili potrebbe segmentare clienti attuali e potenziali in base a genere, età, reddito e dimensione del nucleo familiare, riconoscendo che un genitore di 45 anni con tre figli ha probabilmente esigenze di mobilità diverse rispetto a uno studente universitario di 21 anni. Le caratteristiche specifiche di ciascun gruppo aiuteranno la concessionaria a determinare dove fare pubblicità, quali tipi di annunci utilizzare e quali modelli di veicoli promuovere.\u003C/p\u003E\r\n\u003Cp\u003EIndipendentemente dal settore, la segmentazione della clientela è diventata una componente fondamentale delle moderne strategie di \u003Ca href=\"https://www.snowflake.com/it/fundamentals/customer-data-platform/\"\u003Emarketing data-driven\u003C/a\u003E.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_":{"columnClassNames":{"container_copy_copy__987904085":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__373061683":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__1444615495":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy__1985496925":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy_":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy":"aem-GridColumn aem-GridColumn--default--12","container_copy_copy_259718203":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"rel",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"container_copy_copy":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"a",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-9229668b80","additionalClasses":"headline-decoration","type":"heading2","lines":["Perché segmentare i clienti"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-81c936b1c9","additionalClasses":"list--blue-bullets","text":"\u003Cp\u003ELa segmentazione della clientela offre alle aziende vantaggi significativi rispetto ad approcci di marketing generici e non mirati: migliora la personalizzazione (e quindi la soddisfazione del cliente), aumenta i tassi di conversione, rafforza la fidelizzazione e massimizza il ROI del marketing. In particolare, la segmentazione dei clienti può supportarti in diversi ambiti chiave:\u003Cbr\u003E\n \u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003ELa segmentazione consente di affinare i messaggi di marketing comunicando con ciascun segmento nel modo che preferisce e che genera il maggiore impatto. Ad esempio, i clienti più giovani possono prediligere clip divertenti su TikTok, mentre quelli più maturi possono preferire contenuti informativi su stampa o direct mail.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003ELa segmentazione consente di ottimizzare la spesa di marketing, poiché un pubblico più ristretto riceve messaggi mirati anziché comunicazioni diffuse con un approccio “a pioggia”.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003ELa segmentazione dei clienti favorisce inoltre un dialogo più efficace, facilitando un feedback di maggiore qualità: i clienti si sentono più valorizzati e percepiscono che la loro opinione viene presa sul serio. Questo tipo di feedback può migliorare il modo in cui vengono progettati o aggiornati prodotti e servizi.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003EÈ più semplice sviluppare mercati di test partendo da una base clienti più contenuta e segmentata. Se un prodotto ha successo all’interno di un segmento, può essere successivamente esteso ad altri. Allo stesso modo, spesso è più facile concretizzare le opportunità di upselling mirato all’interno di un gruppo segmentato rispetto a iniziative rivolte a un pubblico indistinto.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003ELa segmentazione della clientela consente di massimizzare il ROI aziendale permettendo di proporre a ciascun gruppo di clienti i prodotti più redditizi, in linea con le loro esigenze e preferenze.\u003Cbr\u003E\n \u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EIn definitiva, la segmentazione dei clienti consiste nel \u003Ca href=\"https://www.snowflake.com/it/fundamentals/how-audience-analysis-powers-effective-targeting/\"\u003Econoscere meglio i clienti\u003C/a\u003E e le loro esigenze. Al contrario, non segmentare la base clienti — o farlo in modo inadeguato — porta a uno spreco di risorse e alla perdita di opportunità.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"use",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-162cf295e8","additionalClasses":"headline-decoration","type":"heading2","lines":["Tipologie di segmentazione della clientela"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-b36806591d","text":"\u003Cp\u003EÈ possibile creare segmenti di clientela utilizzando un’ampia varietà di variabili e caratteristiche, ma la maggior parte delle organizzazioni trova particolarmente utili alcuni dei modelli di segmentazione più diffusi. Tra questi rientrano:\u003Cbr\u003E\r\n \u003C/p\u003E\r\n\u003Ch4\u003ESegmentazione demografica\u003C/h4\u003E\r\n\u003Cp\u003EUno dei modelli di segmentazione più basilari si basa su dati demografici, soprattutto nelle aziende orientate al consumatore finale. A seconda del prodotto o servizio offerto, i segmenti possono essere definiti in base a età, genere, etnia, religione, stato civile o familiare, livello di reddito e altri dati simili che descrivono chi è una persona.\u003Cbr\u003E\r\n \u003C/p\u003E\r\n\u003Ch4\u003ESegmentazione geografica\u003C/h4\u003E\r\n\u003Cp\u003EÈ molto comune — e spesso estremamente vantaggioso — segmentare i clienti in base al luogo in cui vivono, lavorano o viaggiano abitualmente. Per i \u003Ca href=\"https://www.snowflake.com/it/solutions/industries/retail-consumer-goods/\"\u003Epunti vendita al dettaglio\u003C/a\u003E che dipendono dal traffico pedonale, la segmentazione geografica è spesso cruciale, poiché le iniziative di marketing hanno il massimo impatto sui clienti che risiedono entro un determinato raggio dalla sede fisica. Anche i venditori online possono trarre grande valore dalla segmentazione di clienti e prospect in base a città, provincia, regione o Paese di residenza.\u003Cbr\u003E\r\n \u003C/p\u003E\r\n\u003Ch4\u003ESegmentazione psicografica\u003C/h4\u003E\r\n\u003Cp\u003ELa segmentazione psicografica è correlata a quella demografica, ma approfondisce valori, interessi e stile di vita del cliente — ovvero ciò che pensa, non semplicemente chi è. Anche le convinzioni politiche rappresentano un elemento psicografico rilevante e frequentemente utilizzato. Queste informazioni possono essere più difficili da raccogliere in modo diretto e vengono spesso ottenute tramite focus group, sondaggi e analisi delle attività online, come i “Like” sui social media e il tracciamento dei cookie.\u003Cbr\u003E\r\n \u003C/p\u003E\r\n\u003Ch4\u003ESegmentazione comportamentale\u003C/h4\u003E\r\n\u003Cp\u003EIn questo caso si va oltre chi è il cliente e cosa pensa, per analizzare come si comporta effettivamente. Quanto è probabile che un cliente abbandoni il carrello? Con quale probabilità restituirà un prodotto acquistato? Fino a che punto è disposto a spostarsi per ottenere uno sconto? In che modo utilizza il tuo prodotto e quali funzionalità apprezza maggiormente? L’analisi approfondita di questi comportamenti può fornire una quantità significativa di informazioni utili a orientare lo sviluppo futuro dei prodotti e le strategie di marketing.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy__1444615495":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"segment",":type":"snowflake-site/components/container",":items":{"title_v2":{"id":"title-v2-35c0f28678","additionalClasses":"headline-decoration","type":"heading2","lines":["Come sviluppare una strategia di segmentazione della clientela efficace"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-c736a9e566","text":"\u003Cp\u003E\u003Cbr\u003E\nVuoi iniziare a segmentare i clienti? Ecco i passaggi per avviare un piano di segmentazione di successo.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E1. Raccogliere dati pertinenti\u003C/h4\u003E\n\u003Cp\u003EPer comprendere i clienti in modo sufficientemente approfondito da poterli segmentare, è innanzitutto necessario disporre di dati su di loro. Non esiste tuttavia un unico metodo per raccogliere i dati dei clienti: il processo dipende dal tipo di dati che si intende acquisire. Alcuni dati possono essere dedotti o stimati rapidamente, come età e genere, mentre informazioni più personali, come il reddito o il livello di istruzione, richiedono un’indagine diretta sul cliente oppure il ricorso a database di terze parti che hanno raccolto tali informazioni con altri metodi. Le cosiddette tecniche di social listening, che prevedono il monitoraggio e l’analisi delle conversazioni online, possono essere utilizzate per individuare opinioni e sentimenti dei clienti su temi di interesse pubblico e/o sui tuoi prodotti. Le recensioni aziendali su siti come Yelp possono rappresentare una vera e propria miniera di informazioni di questo tipo. Approfondiremo il tema della raccolta dei dati in una sezione successiva.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E2. Identificare i segmenti significativi\u003C/h4\u003E\n\u003Cp\u003EUna volta raccolti i dati dei clienti, come è possibile segmentarli in modo efficace? È probabile che tu abbia bisogno di una varietà di segmenti per scopi diversi, tenendo presente che uno stesso cliente può rientrare in più segmenti. Ad esempio, potresti utilizzare un segmento demografico composto esclusivamente da uomini, con istruzione universitaria e di età pari o superiore a 40 anni, per sviluppare una specifica campagna pubblicitaria su una rivista maschile. Un altro segmento, derivato da un’analisi psicografica, potrebbe individuare clienti che in passato si sono lamentati pubblicamente della tua azienda in un forum online. Questi clienti potrebbero essere invitati a partecipare a un focus group dedicato al miglioramento dei tuoi prodotti.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E3. Personalizzare i messaggi di marketing\u003C/h4\u003E\n\u003Cp\u003EUno degli utilizzi più comuni dei segmenti di clientela è la creazione di \u003Ca href=\"https://www.snowflake.com/it/blog/retail-cpg-data-fragmentation-personalization/\"\u003Eesperienze di marketing personalizzate\u003C/a\u003E progettate specificamente per ciascun gruppo di clienti. I marketer possono sfruttare l’insieme delle informazioni disponibili su ogni segmento per sviluppare programmi di marketing che risuonino direttamente con il pubblico di riferimento. Il segmento potrà quindi ricevere le interazioni e le esperienze personalizzate risultanti attraverso il canale di comunicazione prescelto.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003E4. Testare e perfezionare i segmenti nel tempo\u003C/h4\u003E\n\u003Cp\u003ELe interazioni personalizzate, da sole, non sono sufficienti. È necessario monitorarne l’efficacia e l’impatto, in particolare per valutare se i messaggi personalizzati producono risultati migliori rispetto alle comunicazioni di marketing standard. Il monitoraggio dei risultati subito dopo l’invio di ciascun messaggio consente all’azienda di perfezionare continuamente sia i segmenti sia i messaggi. Gli strumenti di marketing analytics possono rivelarsi estremamente preziosi per monitorare le prestazioni di ogni campagna e fornire insight utili sugli atteggiamenti e i comportamenti dei clienti.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy_259718203":{"columnClassNames":{"title_v2":"aem-GridColumn aem-GridColumn--default--12","text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"how",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-a9e2bfd0e5","additionalClasses":"headline-decoration","type":"heading2","lines":["Come raccogliere i dati per la segmentazione dei clienti"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text":{"id":"text-97f72426e9","text":"\u003Cp\u003EI dati dei clienti non si raccolgono automaticamente. Devono essere acquisiti in modo consapevole e strutturato. La raccolta dei dati dei clienti può essere complessa. Non solo numerose leggi e restrizioni regolano la raccolta e la conservazione dei dati dei clienti, ma tali normative sono in continua evoluzione, diventano sempre più complesse e variano da Paese a Paese.\u003C/p\u003E\n\u003Cp\u003EDi seguito sono riportate alcune fonti che i team possono utilizzare per estrarre in modo sicuro dati di qualità sui clienti.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003ESistemi CRM\u003C/h4\u003E\n\u003Cp\u003EIl primo punto di riferimento per i dati dei clienti dovrebbe essere il sistema CRM già in uso, che con tutta probabilità contiene una grande quantità di informazioni che i clienti hanno fornito volontariamente nel corso degli anni, anche senza che tu ne fossi pienamente consapevole. È evidente che le aziende B2B con una forza vendita one-to-one dispongono di dati più approfonditi e rilevanti nei propri database CRM rispetto, ad esempio, a un retailer di libri; tuttavia, organizzazioni di qualsiasi tipo dispongono generalmente di registrazioni dei clienti che possono fungere da punto di partenza per la creazione dei segmenti.\u003C/p\u003E\n\u003Ch4\u003E\u003Cbr\u003E\nDati transazionali\u003C/h4\u003E\n\u003Cp\u003EOgni acquisto effettuato da un cliente rappresenta un punto dati che può essere utilizzato ai fini della segmentazione della clientela. I dati transazionali possono includere il momento e il luogo dell’acquisto, l’importo della transazione, la combinazione specifica di prodotti acquistati, il metodo di pagamento e l’eventuale associazione dell’acquisto a resi. Tutte queste informazioni possono essere utili per perfezionare un segmento di clientela.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EAnalisi dei siti web\u003C/h4\u003E\n\u003Cp\u003ESe configurato correttamente, il sito web raccoglie una grande quantità di informazioni sui clienti che interagiscono con l’azienda in modalità digitale. Questo tipo di dati include la posizione geografica, la piattaforma di navigazione (ad esempio desktop o mobile), il tempo di permanenza sul sito, le pagine visitate e l’eventuale conversione della visita in una vendita. Questi dati possono essere utili per ottimizzare il sito web o persino per offrire versioni diverse del sito a differenti tipologie di visitatori.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EInsight sui social media\u003C/h4\u003E\n\u003Cp\u003EI clienti condividono spontaneamente pensieri e opinioni su numerosi canali social. È possibile analizzare questi commenti attraverso strumenti di social media analytics per sviluppare segmenti di clienti con atteggiamenti diversi nei confronti dell’azienda. Questi dati possono poi essere utilizzati per creare campagne di marketing rivolte a clienti con sentimenti positivi, negativi o neutri.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003ESondaggi e moduli di feedback dei clienti\u003C/h4\u003E\n\u003Cp\u003EChiedere direttamente ai clienti informazioni demografiche e psicografiche rappresenta naturalmente uno dei metodi più efficaci per comprendere la clientela e segmentarla in modo accurato. Anche l’evoluzione di queste informazioni nel tempo può costituire un elemento di grande valore per la strategia di segmentazione.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EProvider di dati di terze parti\u003C/h4\u003E\n\u003Cp\u003ESe non è possibile raccogliere direttamente le informazioni sui clienti, è possibile procedere all’acquisto dei dati da fornitori terzi. Si noti tuttavia che questo tipo di dati è soggetto a un numero maggiore di restrizioni rispetto ai dati di prima parte, a causa delle numerose normative in materia di privacy. Questi dati possono inoltre essere \u003Ca href=\"https://www.snowflake.com/it/product/features/data-clean-rooms/\"\u003Eparzialmente anonimizzati\u003C/a\u003E, offrendo quindi un livello di dettaglio e chiarezza inferiore rispetto ai dati di prima parte.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text"]},"container_copy_copy__987904085":{"columnClassNames":{"text_copy_1241045613":"aem-GridColumn aem-GridColumn--default--12","title_v2":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"customer",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-a9aa32a193","additionalClasses":"headline-decoration","type":"heading2","lines":["Domande frequenti sulla segmentazione dei clienti"],":type":"snowflake-site/components/title-v2","appliedCssClassNames":"snowflake-responsive-component-top-padding-none"},"text_copy_1241045613":{"id":"text-b54aefd4b0","text":"\u003Cp\u003EDi seguito alcune delle domande più frequenti sulla segmentazione della clientela.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EQuali sono le differenze tra le strategie di segmentazione della clientela e la segmentazione del mercato?\u003C/h4\u003E\n\u003Cp\u003ESebbene strettamente correlate, la segmentazione della clientela e quella del mercato sono discipline distinte. La segmentazione dei clienti mira a raggruppare individui — ossia clienti reali — in gruppi logici, mentre la segmentazione del mercato considera in modo più ampio l’insieme dei potenziali clienti di un’azienda. La segmentazione del mercato suddivide quindi il mercato più ampio in sottogruppi che le aziende possono utilizzare per comprenderne le caratteristiche a un livello più generale. In sintesi, la segmentazione del mercato aiuta a individuare i potenziali clienti, mentre la segmentazione dei clienti consente di raggiungere in modo più efficace quelli esistenti.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003EChe cos’è un esempio di segmentazione della clientela?\u003C/h4\u003E\n\u003Cp\u003EUn esempio semplice è quello di una gioielleria. Il negozio può segmentare i clienti in base al genere, partendo dal presupposto che in una coppia siano gli uomini ad acquistare più spesso regali, mentre le donne tendano ad acquistare gioielli per sé stesse. Il negozio può sfruttare questa segmentazione per promuovere un costoso anello per anniversario al segmento maschile e proporre al segmento femminile offerte su gioielli più informali.\u003Cbr\u003E\n \u003C/p\u003E\n\u003Ch4\u003ECome identificare i segmenti di clientela chiave?\u003C/h4\u003E\n\u003Cp\u003ESebbene i clienti possano essere segmentati in molti modi diversi, individuare quelli realmente significativi rappresenta la sfida principale. L’identificazione di segmenti di clientela rilevanti richiede inevitabilmente un certo grado di sperimentazione. Una volta creati i segmenti, le aziende devono sviluppare strategie di marketing in grado di risuonare con ciascuno di essi. Dopo aver lanciato la campagna, l’azienda dovrebbe raccogliere metriche (come il tasso di risposta e le vendite) e confrontarle con un valore di riferimento. Se un segmento mostra risultati significativamente diversi, è più probabile che si tratti di un segmento rilevante. Nel tempo emergerà un quadro sempre più chiaro dei segmenti più significativi per il business, ossia quelli associati alle metriche di maggiore impatto.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-color-text-05 snowflake-responsive-component-bottom-padding-small"}},":itemsOrder":["title_v2","text_copy_1241045613"]},"container_copy_copy__1985496925":{"columnClassNames":{"flexible_column_cont":"aem-GridColumn aem-GridColumn--default--12","title_v2":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"data",":type":"snowflake-site/components/container","appliedCssClassNames":"snowflake-responsive-container-inner-padding-extra-small",":items":{"title_v2":{"id":"title-v2-11171d4914","additionalClasses":"headline-decoration","type":"heading2","lines":["Clienti che utilizzano Snowflake Data Clean 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