Granularity

Defining granularity isn't easy, as the term 'granularity' has many different meanings, but in marketing and software it refers to the accuracy of data categorization. For the best translation of the term in this context, substitute 'granular' for 'precise'.

When it comes to segmentation and targeting, granularity determines the level of detail used to separate members of a target audience or customer base. The more granular the segmentation, the narrower the criteria are for each customer segment.

Highly granular segmentation splits an audience into groups a number of different variables. This may include factors like location, purchase frequency, loyalty point score, age, etc. Alternatively it can also split an audience into many separate groups along one variable, e.g. income in $500 incrementations.

The best results usually come from segmentation that is somewhere in the middle of the granularity scale. This gives precise segments, but not too precise to be ineffective when it comes to customizing your marketing efforts. Next to granular segmentation, granular targeting simply aims marketing efforts or promotions towards a specific audience segment. The more granular the segmentation, the more criteria are used to separate customers.

Similarly, a software system with highly granular customization options allows you to choose very specific criteria for campaign setup, etc. For example, this may be the option to define the precise circumstances for sending out an automated marketing email. Or, in the case of promotions, the precise criteria for activating a specific promotional campaign.

The main benefit of granular data and audience segmentation is giving you greater control over your data. Especially, when interconnecting various headless microservices with each other they multiply their potential benefits. The more ways there are to manipulate your data, the more likely it is that you’ll be able to achieve specific objectives. If you want to keep your segments simple then you can. But the ability to control them more precisely when you need them is a huge advantage.

The same applies to granular customization options for setting up campaigns. Being able to fine-tune every aspect of a campaign means you’re much more likely to get the results you want. For example, the more criteria you can change for referral code redemption, the more effectively you’ll be able to set your campaign up to meet specific objectives.

There are a few ways to check the granularity of data:

Overall, the granularity of data can be determined by examining the data itself, considering its source and purpose, and using tools and techniques to analyze it. This will help you to understand the level of detail and precision of the data, and to use it effectively.

In Power BI, data granularity refers to the level of detail or precision of the data that is used in a report or analysis. Power BI allows users to work with data at different levels of granularity, depending on the needs of the analysis. For example, data can be aggregated to show summary information, or it can be detailed to show individual records or measurements.

By adjusting the granularity of the data, users can create reports and analyses that provide the right level of detail and precision for their specific needs.

In a data warehouse, granularity refers to the level of detail or precision of the data that is stored and managed. Data warehouses are designed to store and manage large amounts of data, often from multiple sources, and the granularity of the data can vary depending on the needs of the organization. For example, data in a data warehouse may be stored at a high level of granularity, with individual records or measurements, or it may be stored at a lower level of granularity, with aggregated or summary data. The granularity of the data in a data warehouse can affect how it is accessed, analyzed, and used, and it is an important consideration when designing and managing a data warehouse.

You can use granular customer data to drive rich, targeted experiences. For example, Peruvian online shopping platform Favo was looking for a solution that would scale quickly, giving them the ability to leverage specific items, or item categories in their promotion campaigns.

A highly data-driven promotion platform, Talon.One allowed Favo to access granular SKU filtering. As a result, Favo has increased conversion rate by 38% and customer sign-ups by 21% since integrating with Talon.One.

Keen to know more about how Talon.One enabled Favo to drive positive results? Check out our customer case study.