Segmentation involves grouping customers, prospect, or markets into homogenous categories based on certain characteristic like attitude, motivation, demographics or behavior. Communication and offers are then customized for segment-specific attributes. A great concept and certainly appropriate in some cases. Unfortunately, segmentation is poorly understood and often misused.

In our experience, successful adoption of segmentation involves fundamental organizational and operational changes that many companies find challenging. But, when done properly, the benefits outweigh the challenges. We will walk you through all the potential benefits - and pitfalls - associated with segmentation so we can determine together if this customer-centric approach can benefit your organization.

• Motivations and attitudes
• Behavior: value contribution, product usage, tenure, etc.
• Demographics
• Market  

• Cluster modeling
• Neural network modeling
• Rules based segmentation

To see if customer segmentation can benefit your marketing efforts, please contact Dan Rose, Partner, Metrics Marketing at 440-471-6015 or 877-332-9222, X115.