Actionable Segmentation: Fusion of customer and survey data
Introduction: Companies struggle to identify individuals falling into specific segments via targetable variables
Overview of a traditional segmentation study
A typical organization can gain considerable strategic and tactical insights by conducting a market segmentation study among customers and non-customers. For example, a market segmentation study can inform a company's approach to the four traditional marketing "Ps" (viz: product, price, place and promotion) in order to optimize the products/services that are offered and assist in developing the most effective marketing communications and advertising.
The basic proposition in a typical segmentation study...