Customer Segmentation

When serving thousands and even millions of customers, it’s easy to forget about the individual needs and desires of a single customer. Yet our ability as marketers to tap into these highly individualized preferences determines how successful our marketing efforts will be. Send the right message to the right person, and you may have just forged a life-long relationship. Send the wrong message, and you may have just lost that customer forever.

Segmentation serves as a vital step in (1) creating true one-to-one communications and (2) developing products that will satisfy the needs of a particular market segment. By segmenting, you open the door for improved customer service interaction, targeted marketing messages, improved direct mail and advertising response and increased customer satisfaction and loyalty.

The segmentation process begins with your existing customer and prospect data. By profiling and segmenting your customer and prospect base by key factors such as demographics, buying habits, geography and attitudinal indicators, we can help you create unique clusters of buyers and non-buyers.

After segmentation is complete, we can craft segment-specific products and marketing campaign tests. To take segmentation one step further into the world of database marketing, we can build predictive models that group your customer base into deciles based on a predetermined factor such as direct mail response rate.

Types of Segmentation Projects We Handle:

• General segmentation analysis
• Customer lifetime value analysis
• Unprofitable segment identification
• General buyer and non-buyer profiling
• Customer/prospect segmentation
• Predictive modeling
• Segment-specific contact strategy assessment
• Segment-specific creative development
• Market research by segment
• “Most Valued Customer” loyalty programs

Make sure your customers and prospects are getting the attention they deserve!  Contact us today to learn more about how we can help you better target your customers.