Advances in segmentation
Mark Patron, Claritas, suggests that the increasing availability of household-level data will drive advances in segmentation and profiling, and data integration will greatly improve targeting
Mark Patron
Marketing budgets continue to be squeezed. Media and markets are fragmenting. The ability to identify key customers and prospects is no longer a 'nice-to-have' but a necessity. How is this achieved? Primarily by the use of databases for segmentation and targeting.
The marketing process can be described as having three steps as in Exhibit 1. First, positioning, where the brand offer or proposition is specified. Second, market segmentation,...