Hyperlocal audience segmentation
Customers are segmented automatically by location, behaviour, purchase history, and proximity - building granular segments no manual spreadsheet exercise could realistically maintain.
STP Automation
The right message. The right customer. The right location.
Segmentation, Targeting, and Positioning is the foundation of effective local marketing but manual STP across hundreds of locations and millions of data points isn't just inefficient, it's impossible. Sekel's STP Automation uses your transaction and footfall data to segment, target, and position automatically, at every location.
The problem
Generic campaigns deliver generic results - at every location, every time.
Manually segmenting audiences and positioning messages across hundreds of locations, each with different demand patterns and customer behaviour, isn't realistic at scale. The result is broad, one-size-fits-all campaigns that underperform because they're relevant to no one in particular.
How it works
From raw data to precision positioning - automatically, continuously.
STP Automation runs on the same demand and transaction data already flowing through your commerce operations - no separate data pipeline required.
What's included
Every STP automation capability. Built in.
1
Hyperlocal Audience Segmentation
Segments built automatically by location, behaviour, purchase history, and proximity to each outlet.
2
AI-Driven Targeting
Audience matching across digital and physical touchpoints, powered by real demand and behaviour signals.
3
Location-Level Positioning
Message and offer customised by location, region, or segment not a single national message everywhere.
4
Demand Signal Integration
STP decisions informed directly by Sekel's Demand Engine forecasting data, connecting marketing to real demand patterns.
5
Cross-Channel Activation
Activate segments across Google, Facebook, email, SMS, and WhatsApp from the same platform, simultaneously.
6
Dynamic Audience Refresh
Segments update automatically as new transaction and behaviour data comes in no manual segment rebuilding.
7
A/B Testing Framework
Test positioning variants across locations and measure real commercial impact, not just engagement metrics.
8
Attribution Reporting
Track which segments and positioning variants drive footfall and conversion at each location, with full reporting.
WHO BENEFITS
Every role planning local marketing. One automated engine.
From the brand strategist setting direction to the customer receiving a relevant offer, STP Automation connects the two precisely.
Brand Marketing Strategist
Sets segmentation logic and positioning frameworks once, letting automation apply them precisely across every location.
Regional Marketing Manager
Sees location-specific positioning already tailored to their territory's demand patterns, without manual customisation.
Digital / Performance Team
Runs A/B tests on positioning variants and reviews attribution data to continuously refine what resonates locally.
Dealer / Retailer
Benefits from campaigns already tailored to their local customer base, driving more relevant footfall to their location.
Data / Analytics Team
Feeds demand and transaction data into segmentation logic, closing the loop between operations and marketing.
End Customer
Receives offers and messaging that are actually relevant to them and their nearest location, not generic broadcasts.