|
| |
| |
| |
| |
| |
| |
| |
| |
|
| |
|
| SegmentSolve™:
The Core Decision Support Tool that Undergirds Our Approach
to Market
Segmentation. |
|
| |
| |
| Market
Segmentation |
| |
| Market segmentation has
one of the longest pedigrees in the history of marketing. Consequently,
the classical approaches to segmentation such as demographic and behavioral
segmentation schemes are well known. |
| |
| Recently, however, newer
value-based segmentation schemes have begun to receive special interest.
Unlike classical segmentation schemes which segment customers based
on who they are, value-based schemes segment customers based
on what they prefer. The advantage of this type of segmentation
is that it provides a critical missing link in CRM - the actual aspect
of the product that will get customers to respond. Value-based segmentation
allows marketing strategists to sell to the customers' "sweet
spots." |
| |
| Because of the recent success
of value-based segmentation approaches in survey research datamart
practitioners have taken notice. These practitioners have long desired
that their datamarts include not only how customers behave
but also how they think. Consequently, datamart architects
are now calling for "customer-centric" datamarts: |
| |
- "Those who understand how the two worlds can fuse…will
ensure that their products and services are fully responsive to
their customer's needs." - "The Marriage of Market Research
and Database Marketing" by Henry Stuart Conferences, June
2000, Chicago, IL.
|
- The Gartner Group is also calling for a second phase of database
marketing in which values are added to the datamart. The result
will be a new era in which "behaviors are predicted by linking
transaction data…with customer marketing (survey) data."
- Nelson, Scott. "Database Marketing, Part 1," Gartner
Group Research Report, August, 1996.
|
| Perhaps the most compelling
reason for performing value-based segmentation is common sense. Very
simply, attitudes drive behavior. To find out more, click on the links
at the left. |
|
