The Art of Segmentation Revealed by the Five Keys to Behavioral Segmentation
Whitepaper summary:
Segment analysis plays a central role in a successful marketing strategy. All your marketing resources, from research & development to advertising & sales, are aligned to support the segments you target.
You have a segmentation strategy even if you don’t think you have one. Your business grew & transformed itself to meet your customers’ needs. This is the segment or segments you serve. Conversely, you probably don’t meet the needs of the customers who choose not to buy from you. Segmentation analysis is an exercise that helps you understand the needs of the market segments you don’t serve as well as the ones you serve.
This paper introduces five dimensions of behavioral segmentation to get closer to your customers – & the customers to whom you don’t sell – to identify where you have opportunities & the necessary changes in product development, channel organization & communications to convert these segments to customers.
